France – For summer 2023 Parisian department store Samaritaine is paying tribute to its brand history by transforming into a lively and contemporary amusement park. From 17 May until 30 August, Samaritaine’s Paris Magic City pop-up will recreate the spirit of the original Magic City amusement park established by the store’s founder in 1900.
Food, family-friendly activities and an abundance of whimsy will be on offer across the store’s numerous floors. Visitors can enjoy a ball pool, arcade games, distorting mirrors, hoop tonic (hula hoop) lessons, and exhibitions in collaboration with renowned museums including the Musée des Arts Forains and the Musée du Jeu de Paume. A special claw machine will give customers the opportunity to win a range of gifts from the store.
Samaritaine’s amusement park pop-up transforms the legacy shopping space into a Hyperphysical Store, allowing it to connect with consumers by offering them an unexpected yet immersive experience.
Strategic opportunity
Bricks-and-mortar spaces can create one-of-a-kind shopper-tainment moments that surprise and delight –focus on amplifying distinctive brand qualities