Born to Be – La Samaritaine

THE BRIEF

Elsa have been asked to imagined a concept for La Samaritaine‘s 150+1 birthday campaign.

150+1 years. To celebrate this momentous anniversary, an extra special cake was needed at Samaritaine! Elsa created a staggering seven tier cake that embodies the values of the store and recounts its history under the proud and watchful eyes of its founders.

A CAKE AS A MODERN ZOETROPE

Inspired by the contemporary zoetrope technique used in the building’s construction (itself inspired by early cinema), the sugar characters are animated as the cake turns around, giving a taste of the sparkling celebration to come.

This technique is comtempory with the Ernest Cognacq et Marie‑Louise Jaÿ and the creation of Samaritaine. In 1870, Zoetrope was as innovating and Samaritaine was.

DIGITAL CONTENT

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TOURNAGE

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THE CAKE

A CAKE AS A MODERN ZOETROPE

A zoetrope is one of several pre‑film animation devices that produce the illusion of motion by displaying a sequence of drawings or photographs showing progressive phases of that motion. It was introduced as a toy by Milton Bradley in 1866 and became very successful.

This technique is comtempory with the Ernest Cognacq et Marie‑Louise Jaÿ and the creation of Samaritaine. In 1870, Zoetrope was as innovating and Samaritaine was.

A CAKE AS A STORYTELLER

The Samar’s birthday cake embodies brand identity by itself : French art de vivre, playfulness, creativity, give smile.

Moreover, each layer of this cake tells a brand’s value : visionaries, timeless, glamour, gourmet, parisienne, creative.
Eiffel, Sanaa, Jourdain, Sauvage… each layer is inspired by the stores’s architecture heritage.

It’s an “avant‑gout” of the Samar’s experience, of what will happen in store during this birthday celebration.