Did you know that these temples of retail are also stages for live theatre?
This dissertation explores the theaterisation of Parisian department stores, revealing how they borrow from the architectural, scenographic and social codes of the theatre. Through their genesis, evolution and contemporary strategies, it highlights their role as Parisian symbols and their ability to wow. Vendor-actors, immersive sets and innovative technologies illustrate the close link between commerce and theatre. This study also asks about the future of their theaterisation in the face of digital and ecological challenges.
