Loïc Prigent gives voice to shoppers at Le Bon Marché with “Heard at Le Bon Marché” exhibition

Selective retailing


Known for his quirky retranscriptions from backstage in the world of fashion, Loïc Prigent spent several days listening to visitors at Le Bon Marché Rive Gauche. With his characteristic humor and compassion, he selected several hundred quotes and transcribed them for the exhibition “Heard at Le Bon Marché”, which runs until April 2 under the glass roof in the main store. 

A longtime friend of Le Bon Marché Rive Gauche, fashion journalist and documentary filmmaker Loïc Prigent presents his fourth collaboration with the department store, an exhibition entitled “Heard at Le Bon Marché”. He is clearly in familiar territory, reminding us that this mecca of fashion and culture is above all a place where people enjoy the experience…and talking about it.

© Le Bon Marché / Gabriel de La Chapelle

Against the backdrop of an immaculate white space – like a blank piece of paper – Loïc Prigent has staged remarks and snippets of conversations he overheard during several days in the store. “What I heard was all the people who make Le Bon Marché such a vibrant hub of Parisian lifestyle,” he says. “You have regulars who are very much at home, tourists who are discovering what it means to feel ‘Parisian’, seasoned sales staff – including some who could sell you anything! – as well as momentarily neglected children: ‘Are you lost? Where’s your mom?’ ‘She’s in the shoe department…’ It’s lighthearted, it’s frivolous, sometimes wacky and sometimes just common sense,” he smiles.

Fun, creative and thoroughly entertaining, the different phrases have been faithfully printed on T-shirts, mugs, caps, tote bags, pencils, tea towels, lighters postcards, matchbooks, snow globes available at the “Loïc Prigent store”. Together they add up to a wonderful tribute to everyone who visits Le Bon Marché.