Linen: the 'Ultralin' campaign takes over Paris

By

Matthieu Guinebault

Translated by
Nicola Mira

Published
May 5, 2016

The European linen promotional campaign will soon adorn the French capital. Following its 2013 appearance where it transformed the Place du Palais Royal into a linen field, the 'Ultralin' (Ultralinen) campaign is now descending upon the Place des Vosges, May 26 to June 5. Concurrently, 150 shops, including the BHV department store in the heart of Paris, will be outfitted in the colours of this traditional European fibre. Future campaigns will be held in Milan and London.

For the Parisian square, designer Philippe Nigro has devised a 250 m2 stage and linen field where visitors will walk through a succession of decorative installations up to 7 m high, which trace the fibre's transformation into a wide array of products.

Nearby rue des Francs-Bourgeois will be outfitted with majestic linen lanterns, and partner retailers in the area will offer a linen-based range of products. Many retailers, including Bensimon and Petit Bateau, will decorate their shop-windows with hearts inscribed with  'J'aime le Lin' (I love linen). Merci will set up its own linen field and the Cyrillus brand is already running a special feature on linen on its e-commerce site.

Large-format images of a linen field in bloom will adorn the four façades of the nearby BHV department store in Paris's Marais district. Two of the store's display windows will demonstrate the steps involved in processing linen fiber into material for a designer chair. The linen event is timed to take advantage of both the Paris' Designer Days and the European Sustainable Development Week, taking place from May 30 to June 5.