To mark Céline Dion’s series of Paris concerts scheduled for this autumn, Pierre Hermé has created a limited-edition range of macarons, which was unveiled in a preview on the 3rd of September at Galeries Lafayette Paris Haussmann before being rolled out to his various shops around the world. It’s sure to delight all the singer’s fans. Smart move. Cultural events of all kinds can provide unique opportunities for brands to make their voice heard, thereby boosting their visibility and reaching new audiences.

For the occasion, the singer has selected eight products from the brand’s existing range – including Ispahan, Infiniment Caramel, Infiniment Framboise and Infiniment Praliné Pistache – linking them to her own tastes and personal memories. With one foot in the brand’s bestsellers and the other in Céline’s personal history, the narrative is set. More original than the usual exercise undertaken by brands, striking a balance between a respectful nod to their origins and an unreserved tribute to their craftsmanship. A birthday cake told through its candles.

Here, Pierre Hermé is not promoting his brand by creating his own event, but is instead becoming part of a major and eagerly anticipated cultural moment that already enjoys significant media and emotional impact. And the celebrity factor plays less of a part in the product’s design than in the story behind it. Pierre Hermé’s legacy remains intact but is temporarily being presented in a new light. This is a marketing strategy much favoured by the fashion world, where an ‘external guest’ is occasionally brought in to design a ‘capsule’ collection or reinterpret an iconic design in order to generate buzz on social media, thereby reigniting desirability and demonstrating that icons are not untouchable.

Little by little, the logic of fashion is permeating that of the food industry and conferring a new status upon it. Expensive in absolute terms but affordable in relative ones, the macarons endorsed by Céline Dion are, in every respect, comparable to the accessories and cosmetics ranges developed by luxury brands: a gateway to entering their world with one’s head held high? For, even if a macaron does not have the same ability to inspire dreams that a handbag or a pair of sunglasses can, its rarity and ‘collectability’ – showcased here in the context of a highly coveted event – go a long way towards enhancing its fantastical appeal. It serves as a reminder that a brand’s true added value is, first and foremost, emotional.

The figure of the tourist, now a familiar sight in every major city, needs no introduction. They are easily recognisable with their designer sunglasses, their smartphone constantly at the ready, and a sense of style that’s never quite right—either too much or too little.

In Paris, it began to emerge towards the end of the pandemic, a time of liberation for everyone and a consumerist comeback for some. It then gained momentum during the 2024 Olympic Games, eventually becoming a fixture in the daily life of certain Parisian neighbourhoods. Luxury shops promising unforgettable experiences, restaurants offering brunch at all hours or over-emphasising the traditions of classic brasseries, minimalist coffee shops and a host of immersive exhibitions all characterise the new trends in tourism.

Whilst cities quickly realised the need to adapt their offerings to these new expectations, brands were content for a long time simply to wait for tourists, convinced that their products alone were enough to attract them. Our regions certainly have got talent, but it would be a shame to rely solely on that. Time to get creative.

Picard thus masterfully paves the way for a marketing campaign that is as original as it is relevant – part patriotic, part tourist-oriented, and also a little kitsch. First with a range of blue, white and red macarons that conveniently appeared around the 14th of July, then with a chocolate mousse Eiffel Tower accompanied by a vanilla mousse Arc de Triomphe, both filled with a centre of red berries and a crunchy praline. Quite the idea! These symbolic and commemorative desserts are sure to appeal to all lovers of France—both abroad and, why not, here at home too. ‘Made in France’ is not the only way to champion French values.

On the fashion front, Etam has just launched a collection of clothing and accessories inspired by the colours of the iconic Parisian café Les Deux Magots. A chic yet relaxed wardrobe designed to ‘celebrate the Parisian art of living’. In the world of home décor, we can observe the success of all these candles—scented to evoke a Parisian park, square or neighbourhood (Diptyque, Kerzon, etc.); they are just as at home in our living rooms as they are in suitcases travelling the world.

We’ve been saying for ages that consumption should leave a lasting impression; now it has the potential to become a souvenir.

Whilst every crisis brings its share of good resolutions, which rarely last long, it also brings about lasting changes to some of our habits and upends our perceptions. What has stuck with us from the health crisis are not the noble decisions in favour of the climate—such as giving up flying or supporting local businesses—or helping those most in need, but rather the after-work drinks on terraces—to the extent that they have emptied restaurant dining rooms.

This sweltering summer has transformed our lives. Our everyday wardrobe has been expanded to include hand fans or portable fans, hats or parasols. Airing out our flats first thing in the morning has now become second nature, as has making sure to angle the fan away from our faces to avoid drying out our airways. Curtains, shade sails, awnings and shutters have become part of our daily thinking. Night markets are more appealing than ever, and all chefs keen to keep attracting customers have come up with cold menus. In Asian restaurants, cold noodles and cold ramen are all the rage. Adaptation is also happening on our plates.

In the city, every air-conditioned space has become an oasis for climate refugees, whether or not they live in energy-inefficient homes: a public library, a cinema, a shop, a shopping centre, or even a co-working space—and even the open-plan office we were so quick to leave behind in favour of video calls. A veritable ‘air-con surfing’ itinerary that can go as far as occupying every ‘social space’ conceived by the architects of modernity: a sofa, two armchairs, a water cooler and a pot plant have suddenly become highly coveted.

Following on from bakeries as community hubs—where people no longer just pop in to buy bread—and shops offering everything at rock-bottom prices where you pop in without a shopping list, it’s time for the shops you visit with absolutely no intention of buying anything. Just to cool off, kill some time or have a quick nap. We’ve been saying for ages that shops are not just places for transactions but for experiences—and here’s one we didn’t see coming.

It is now up to retailers to prepare for future heatwaves by coming up with innovative ideas that can fuel social media and attract passers-by. Behind each of them lies a potential customer who should not be left to sleep for too long.

When temperatures rise, ice cream becomes the object of everyone’s desire – for consumers and brands alike. As a result, during this sweltering summer, creativity in the world of ice cream has reached new heights.

Just as we were starting to get used to the clash of unlikely flavours, with olive oil, yuzu and matcha leading the way, but also gherkins, onions, oysters, Camembert, hay, shiso, Espelette chilli, aromatic herbs and even croissants at The French Bastards, a new ice age is dawning on our taste buds: that of ‘fashion ice cream’. Fashion logic taken right down to ice cream cones, somewhere between collaborations and concepts. Inevitably Instagrammable. It was bound to happen.

This summer, at Amorino, customers could try two summer fruit sorbets – low in sugar, vegan and gluten-free – created in collaboration with Benefit Cosmetics; whilst at La Samaritaine, Maison Aleph offered an orange blossom, rose and vanilla ice cream, inspired by the new Henry Jacques fragrance. Quite the idea. At Pierre Hermé, signature ice creams and pastries came together to offer new sensations that were both familiar and original, whilst at Vuitton, the brand’s signature motifs were reimagined as LV-monogrammed shortcrust cones and a chocolate reinterpretation of its flower mascot as a topping – All done with the utmost discretion. Enough to turn every ice cream into a fashion accessory.

The product has become a symbol and, as such, a source of immediate added value. This change in status is by no means coincidental. Gone are the days of ice creams that merely refresh; make way for ‘enhanced ice creams’, which also promise to amaze, create a buzz and flatter the ego by giving the feeling of gaining access to a world of exclusivity.

This new generation of ice creams – more expensive and more creative – perfectly embodies those little affordable luxuries, both beautiful and delicious, sought after by today’s consumers, who have become budget-conscious but are determined not to sacrifice their enjoyment. Desire never dies. The desire to buy can outweigh purchasing power in times of crisis, provided that products manage to combine surprising affordability with a status symbol, thereby keeping the reality of the price at bay in favour of perceived emotional value. One need only look at the success of €8 lattes and €10 individual pastries to be fully convinced….

Between soaring fuel prices – and consequently the cost of airfares – the financial pressures currently facing households, and rising temperatures, it is an understatement to say that the tourism industry is in the midst of a major transformation. Two emerging trends are already worth noting. Both have Anglo-Saxon-sounding names, which helps to give them greater prominence in French-speaking countries.

The first is called ‘Coolcation’ (a portmanteau of ‘Cool’ and ‘Vacation’). It refers to a new trend towards temperate destinations, driven as much by the desire to escape the heatwave (and thus the crowded beaches and inaccessible outdoor cafés) as by the idea of spending time in an unspoilt environment. This is reflected in a surge of interest in regions that, until now, were not regarded as genuine holiday destinations: Normandy, the Channel Coast, the Alabaster Coast, the Vosges and the Massif Central, which are now becoming viable holiday destinations thanks to their milder temperatures and unspoilt natural surroundings. Or take Sweden, for that matter, as the press reports that bookings for trips to that country from France have risen by more than 50 per cent in 2025. Temperature is a key factor in this choice. There was a time when going on holiday meant ‘heading down south’…

The second trend is called ‘Lux-scaping’. It involves treating oneself to just one night (usually at the end of one’s holiday), a meal or even a brief experience (a spa treatment, a cocktail, afternoon tea) at a prestigious hotel. A taste of luxury. A unique experience capable of creating lasting memories, providing content for social media and, by extension, a boost to one’s ego. It mainly appeals to younger consumers (inevitably), who tend to be more at ease with luxury establishments. According to a study conducted by Marriott International, 46 per cent of French people say they have already tried Lux-scaping, a figure that rises to 69 per cent among those under thirty.

Do these two phenomena – which are still marginal – not ultimately reflect the same longing for somewhere else? A reassuring and soothing ‘elsewhere’ in one case, a disruptive and exceptional ‘elsewhere’ in the other. To escape, even for a brief moment, from what others are going through, to give oneself the feeling of having taken back control of one’s life and thus asserted oneself. As a way of reminding oneself that life is as much about how we feel as it is about reality.

Following the difficulties faced by some food courts, dark clouds are now beginning to gather over the world of pop-up stores. These are two symbols of the retail revival. In recent years, pop-up shops have proliferated so much in certain neighbourhoods – and particularly during the various Fashion Weeks (of which there are more and more…) – that it is hardly surprising to learn they are now causing some backlash. Are they on the verge of becoming the Airbnbs of the retail world?

In Paris, residents of Rue Nazareth have already voiced their dissatisfaction at the growing number of pop-up shops, which they accuse of contributing to the decline of traditional high-street shops and causing noise due to the various events organised there. Events which are, in fact, the very reason these spaces are rented in the first place… For small brands that have emerged on social media, these short-term rental shops serve not so much to generate sales as to generate buzz and secure visibility online. It is a model designed to foster an emotional sense of community rather than a business model driven by profitability. The result: DJ sets, live music, queues, beer kegs, deckchairs in car parks and, sometimes, at the end of the event, piles of rubbish. Enough to fuel resentment.

This anecdote is revealing of the transformation of cities as much as it is of the transformation of commerce. The commerce of tomorrow will (also) take the form of a succession of temporary activities in the same location, depending on the seasons and current events. The long term will be the sum of short-term periods. Entire, clearly defined neighbourhoods will be primarily aimed at visitors, just as certain Parisian shops, restaurants and cafés already are, thereby contributing to a standardisation of offers and aesthetics. As if a part of the city were being privatised, removed from the public interest. As for the pavements, traditionally reserved for café and restaurant terraces, they will become highly coveted spaces – potential sources of conflict – viewed as outdoor extensions by all coffee shops, pop-up stores and even, now, bakeries.

The city of tomorrow is taking shape before our very eyes, driven by transience rather than permanence, selectivity rather than inclusivity, and the idealisation of moments spent on a terrace.

Having first set foot in the interior design sector, then in the hotel and catering industries, the luxury sector is now turning its attention, like an ogre, to the world of wellness—the final frontier to be conquered. Following in the footsteps of Dior and Burberry, it is now Balenciaga’s turn to enter this promising market with a stylish and high-performance TechWear range and a unique, limited-edition food offering, created in collaboration with a renowned global fitness studio.

Here, the names and design of the products (branded Balenciaga Bodies) have been carefully crafted: the smoothies are called Main Character, with marine collagen; Momentum, with peanut butter enriched with cordyceps (a super-mushroom); and Back to Life, with mango and matcha infused with ashwagandha (an Indian adaptogenic plant); and the fresh juices, the detoxifying ‘Green Flag’, the antioxidant ‘Red Alert’ or ‘Glow with the Flow’, rich in vitamin C. All of these can be enhanced with boosters such as vitamin-enriched oil, protein or creatine.

Whilst Balenciaga’s proposal may well seem far-fetched to many, it can also be seen as confirmation of the renewed ambition of a luxury sector that is struggling and seeking new sources of growth. As a marker of social status, wellness perfectly meets the current expectations of its customers, who are driven more by the prospect of an experience than by that of ownership.

It also embodies an elitist lifestyle that is in every respect comparable to that promised by luxury, but one that is more focused on self-transformation and optimising one’s body and health, which makes it more acceptable than the display of wealth.

Ultimately, it enables luxury brands to continue generating desire through bold design (from clothing to drinks) and highly appealing functional promises that the ‘happy few’ will see as essential to their lifestyle.

Finally, let us not overlook the competitive aspect of luxury—one that is all too rarely taken into account—which is taking on a new dimension here, as it is no longer so much a question, for luxury buyers, of owning items that are ever more expensive than those of others, but rather of living better and longer than them. Taking part in sport (i.e. running, yoga, Pilates or fitness) is no longer just about strengthening the present; it is also about preparing for the future. This is a new narrative from which many brands could benefit.

A few years ago, in the So-Pi area of Paris, we discovered the first little stall (barely a room in size) serving smash burgers—the ultimate oddity that only foodies know how to pull off. To offer a fresh take on something everyone thinks they know, sometimes all it takes is to change its appearance. Not the recipe, just the presentation and the way the main ingredient is cooked. A lesson to remember.

The smash burger was thus first presented as a burger that had been flattened using a press on a sizzling griddle. This was a way of maximising the volume of meat from a limited quantity, enabling faster cooking and, above all, creating an instantly recognisable caramelised outer crust. Crispy on the outside and juicy on the inside: a whole new taste experience. And a new texture also means new seasonings and, by extension, new ways of eating it. This provided the perfect basis for accessible storytelling, allowing foodies to showcase themselves easily.

Is it any wonder, then, that we’re now seeing a proliferation of smash burgers in all major cities? Dumbo and Junk have made them their speciality, Five Guys offers them, but McDonald’s doesn’t yet. Their success has certainly inspired other sectors, as we can now find smash cookies, smash croque-monsieurs and even smash croissants topped with burrata, thanks to the boundless inventiveness of enthusiastic TikTokers.

This smash hit is no fluke. First and foremost, it reminds us that a product is not just about its shape and recipe. It’s also about a gesture and a texture. These are two ways of changing an established relationship, reigniting waning interest and strengthening customer loyalty. Especially when it comes to a simple gesture that anyone can easily replicate.

This success also highlights the importance of a well-chosen word. ‘Smash’ sounds far better than ‘écrasé’ (crushed), even though the latter had its moment in the spotlight when it helped to breathe new life into mashed potato… ‘Smash’ has a crisp, snappy ring to it; it’s a word associated with a gesture and a sound that conjure up the speed of tennis. A symbol of modernity and power aimed at Gen Z, for whom the burger is as old as their parents – if not their grandparents. What product will be ‘smashed’ next?

We thought we’d seen it all when it comes to storytelling. But that was forgetting that storytelling is capable of constantly reinventing itself. The latest developments on the shelves have just proved it.

First of all, there’s Grand Frais, which, after enlisting Kad Merad, has now turned to Stéphane Bern to give its own cheese, the Pondinois, a story that is as unexpected as it is quirky. When a retailer offers its own cheese, that cheese has no identity other than that of the private-label brand behind it. Pâturages or Reflets de France, for example. Grand Frais’s approach is quite different, as the Pondinois was created by the retailer and matured in its cellars, in the heart of the Ain region. And since a cheese cannot be imagined without its own legend, why should said legend always be serious and credible?

With its Pondinois, Grand Frais embraces the concept of the ‘genuine fake legend’, taking a step that neither Chaussée aux Moines nor Cœur de Lion dared to take. After all, ‘real fake’ breweries are everywhere, many clothing brands have claimed baseless origins, and Moleskine notebooks have never been in the hands of any famous writer. So why not food brands, too? After the justifying storytelling, it’s time for entertaining storytelling. And it’s not Gen Z and Millennials, accustomed to reinterpretations and pastiches, who will find fault with it.

At the same time, three of the biggest YouTubers of the moment—Léna Situations, Squeezie and Inoxtag—joined forces to launch an energy drink called Ciao Energy (hello or goodbye?), modelled on Ciao Kombucha, the modern kombucha created by Squeezie last year. One might have expected a narrative highlighting each of their lifestyles—spanning gaming, sport and professional pursuits—in search of a boost, but this is not the case. Here, the storytelling is driven solely by the product: its (natural) caffeine, its (cane) sugar content and its (natural) flavours, all at an affordable price and sold in supermarkets.

It doesn’t matter that the ‘healthy’ claim might be disputed, as people will simply make up their own stories. When the community has replaced the target audience and fans have taken the place of buyers, storytelling has become a matter of emotional connection and generational identity. There’s no point in telling stories anymore.

At a time when all establishments in the hospitality sector are wondering how to attract attention—the key to their survival—a clever company has come up with a solution. Called Giftshop, it bills itself as a ‘Souvenir Publisher’ and offers official collections to all venues seeking recognition of carefully designed fashion accessories and tableware. Something to help them stand out from the crowd.

Around thirty establishments are already customers. The range includes plates, mugs and glasses bearing the names of those iconic Parisian institutions that capture the imagination (Lipp, Au Pied de Cochon, Bofinger, Café de Flore, Bistrot Paul Bert…) as well as faux-authentic brasseries such as Brasserie Dubillot (opened in 2021) and Brasserie Bellanger (opened in 2019) from the Nouvelle Garde group, which are thus gaining heritage status. The image is always stronger than the truth. Giftshop also offers a clothing line designed to give these establishments a trendy lifestyle vibe much loved by young urbanites: T-shirts and hoodies galore, or, more unexpectedly, a supporter’s jersey for Le Buci café (nice touch), a silk scarf for Bistrot Paul Bert, a sleeveless puffer jacket for A la Mère de Famille, or a Teddy jacket for La Fontaine de Mars and Le Bistrot de Paris. Quite clever!

Following the growing number of fashion brands offering handcrafted objects in their stores—as if they needed to move beyond textiles to attract attention—we now see cafés and restaurants keen, in turn, to make their mark in ways other than through their customers’ taste buds. In the future, brand identities will be built by suggesting ways to escape them…

Giftshop’s range is indicative of this shift. It confirms that consumption has indeed become an experience, as those who have experienced it are tempted to buy a souvenir. A cool souvenir with a distinctive aesthetic that will, in turn, help build a place’s reputation to the point where it becomes “iconic” in its own right. It also confirms that young consumers are, more than ever, on the lookout for signs-to-wear to assert their identity and stand out on social media, which they view as a compass. To exist is to leave a mark.