A Paris Stroll Down the Champs-Élysées

Interview Edited by Sophie Delon

Stretching from the place de la Concorde to Étoile, the grandiose and majestic Champs-Élysées with its art de vivre à la française needs no introduction. Édouard Lefebvre of the Champs-Élysées Committee, which aims to promote and preserve the well-deserved reputation of the avenue, gives us his view of a place that he knows better than anyone else.

How would you define the mission of the Champs-Élysées Committee?

The committee has been in existence for more than a century and comprises mainly of retailers from the Champs-Élysées and has existed for more than half a century. The majority are actively involved: there are approximately 50 members, with two thirds occupying prime locations on the avenue. We dialogue with the public authorities, the French and foreign media, and brands looking to open there to preserve the reputation of the Champs-Élysées and ensure that a certain balance is maintained in terms of commercial and cultural diversity. A place like this requires a special kind of attention, a special type of management even.

The history of the Champs-Élysées goes back several centuries to Marie de Médicis. But when did it come to be called “the world’s most beautiful avenue”?

Even before it came to welcome millions of visitors each year, the Champs-Élysées was always a special place. Of course, the inauguration of the Arc de triomphe, under the reign of Louis-Philippe, in honor of the armies of the Revolution and the Empire, was an important moment; it is certainly this monument that gives the avenue its unique perspective today. But there are other, less well-known, wonderful buildings that reflect a flamboyant past: the Pavillon Lenôtre, for example, built in 1900 for the Universal Exhibition … I highly recommend it for a visit!

Why is the Champs-Élysées is synonymous with prestige? What is the Champs-Élysées the symbol of?

The Champs-Élysées and the Eiffel Tower are the two images used by the foreign media to symbolize Paris and France. The “Champs” are a national gathering point: it is always there for example, that the Tour de France finishes, and everyone remembers the scenes of euphoria after the French 1998 football world cup victory. This national symbol also has a certain prestigious aura that thrills visitors. It is something in the atmosphere, and it contributes to making shopping or simply strolling along the avenue a delightful experience for everyone.

How is the Champs-Élysées different from other world-famous avenues?

All the capitals of the world have prestigious avenues and shops. But what makes the Champs-Élysées different is that the shops are not set out section by section. Vuitton, Ladurée, the Boutique PSG, Virgin, as well as the major leading ready-to-wear brands like Zara are akin to neighbours … These kinds of activities are not so often located within such close proximity to each other; it is a sort of alchemy that is undoubtedly unique in the world. Whether side by side, or on opposite sides of the avenue, diversity is the leitmotif. It is this balance between ready-to-wear, luxury, culture and entertainment that make the Champs-Élysées a highly-attractive place; a place to live.

What form does culture take on the Champs-Élysées?

Whether you look at it from the point of view of a commercial outlet or an institution, being on the Champs-Élysées means giving an importance and sense to your operation; culture is no exception. In addition to the Arc de Triomphe, the place de la Concorde, and the numerous cultural centers and foundations, there is the Grand Palais, which hosted the FIAC (Contemporary International Art Show) this year. In another vein, not to be forgotten are the numerous car showrooms along the avenue, which are a bit like private little museums. And there is fashion too, which is also cultural, especially in Paris!

The avenue is an ideal place for observing not only French but also international habits. In terms of shopping, can you identify any new challenges and trends?

Most retailers and professionals on the avenue have recently observed a significant extension of shopping habits over the whole of the year, rather than just at specific seasons. The sales periods and Christmas season remain the most important but from one day to another the difference in the number of shoppers can be quite significant. It is now the “treat-yourself buy” that is important, the “impulse buy” the desire to indulge in a fancy or give a gift while at the same time making it a pleasurable occasion. It is something which is happening more and more and for which the Champs is particularly well adapted.

For many years, your committee has been campaigning in favor of Sunday opening for all the shops on the Champs-Élysées. What is the situation today?

Members of the Committee are very happy to be able to open on Sunday. Today, around 95% of businesses open on Sunday. Soon, everyone who wishes to will be able to do the same. We have spent twenty years striving for this. Sunday opening is a way of attracting even more visitors. It is another plus for the Champs-Élysées: shops are open on Sunday, and even often late at night until 2am in the morning.

The end-of-year festivities are always a much-awaited event on the Champs-Élysées. Do you have any recommendations for visitors?

The Christmas market, which will last until 28 December, made its first appearance last year: for those who do not know it, it’s worth a visit, or two! It is a mix of traditional Christmas and typically Parisian entertainment, where you will find first-class craftsmanship, many regional products, lots of confectionary. The atmosphere reflects the spirit of the Champs-Élysées: people from many different places rub shoulders, the clientele from nearby upscale hotels and numerous families from Paris or other parts of France. As for foreign visitors, there are people from all countries: a lot of Japanese, Chinese, Americans, and Europeans. The event has created quite a buzz in the Japanese media. Of course, this very special atmosphere is also due to the illuminations, on until 10 January, which give the avenue a magical aspect. In 2008, more than 120 of the media were present to attend the inauguration, and the occasion was broadcast in Russian and Swedish television news bulletins! Since 2007, thanks to a partnership with General Electric, the illuminations have been lit with LEDs (diodes) giving a saving of 90% electricity compared to traditional light bulbs. In 2008, they were blue to celebrate the French presidency of the European Council. This year, they will be fuchsia-colored for optimism!