Printemps Giant Birthday Cake Emerges From Building

In this Printemps FOOH campaign, stylized glasses shaped like the number 160 frame the iconic Printemps Haussmann façade, whose domes and windows appear fully wrapped in green-and-white checkered cloth and dotted with floating balloons. The ad humorously reimagines the historic Parisian department store as a monumental birthday present, as the lenses glide from the “0” to the “6,” the wrapping peels away, and an engaging multi-tiered cake rendered in computer generated imagery rises from the rooftop before morphing into a bold green heart stamped with the message “160 ans TOUT COMMENCE AU PRINTEMPS.” A distinctive FOOH campaign that masterfully blends celebration and creativity with a clear expression of Printemps’ legacy and anniversary story, turning the building into a symbolic icon of the brand’s summer event.