Frédéric Merlin had thought big to punctuate the end of year celebrations. But the magic of Christmas cannot extend beyond the sidewalk of rue de Rivoli in Paris (IVe). The boss of the BHV did not receive prior authorization from the Town Hall to install his events on the road in front of the department store, Le Parisien learned. Activities which are due to begin this Tuesday evening with the unveiling of the Christmas windows.
The BHV plan was, however, well-established. Initially, the partnership established with Disneyland Paris, which was to open a pop-up store on the 6th floor, was to make it possible to organize a major Christmas parade in front of the department store.
Withdrawal from Disneyland
A first request for outdoor installation, under the regulations for terraces and displays, had also been validated by the Paris town hall. The police headquarters also responded favorably to the request for a temporary modification of traffic in front of the store, rue de Rivoli.
But the withdrawal of the Bazar amusement park at the end of October shook everything up. Without their initial partner, Frédéric Merlin and the BHV decided to maintain outdoor activities to attract new customers. Problem: according to the City of Paris, no new request for installation outside the walls has been sent to the City Hall.
“Our services noted at the beginning of November that the BHV teams had started to install Christmas trees and furniture outside the store,” explains Nicolas Bonnet Oulaldj, deputy (PCF) in charge of commerce at Paris town hall. Frédéric Merlin then sent a formal request, to which the City responded in the negative, in a letter dated November 12 addressed to the BHV. Between the Paris town hall and the management of the BHV, the “war” declared since the installation of the Chinese giant Shein is also being played out over the occupation of public roads.
BHV fined for its Shein posters
At the same time, the police headquarters published a new decree on November 14, withdrawing its initial authorization to temporarily modify traffic in front of the department store. Contacted by Le Parisien, the police headquarters leaves control to the City and evokes the unfavorable opinion given by the Paris town hall to justify the issuance of this new decree.
Should we see this decision by the City as a graduated response, two weeks after the installation of the Chinese ultra-fast-fashion giant Shein? Nicolas Bonnet Oulaldj assumes. “We ask Mr. Merlin to comply with the regulations. We’re not going to give him a gift. He declared war on us, and when someone declares war on you, you defend yourself,” tackles the commerce deputy.
And the elected official recalled that Frédéric Merlin had installed, again without prior authorization, several kakemonos bearing the image of Shein on the facade of the building before the opening of the store on the 6th floor. A display which earned the BHV a fine from the Paris town hall.
More broadly, the Paris town hall justifies its refusal to authorize the BHV to develop the exterior of the store because of the numerous events planned on the public highway in the coming weeks. “The Christmas market must take place at the Town Hall next week, we have to make choices,” explains Nicolas Bonnet-Oulaldj.
Contacted, the BHV management did not respond. On his social networks, Frédéric Merlin met the public this Tuesday evening at 6 p.m. for the launch of Christmas activities and the discovery of the windows.
The BHV and Shein issue will also be widely debated at the Paris Council, where all the groups represented have submitted a wish calling on the City of Paris to do everything possible to stop the sale of Shein products at BHV. The epilogue of the soap opera around this issue “which has become very political”, recognizes Nicolas Bonnet Oulaldj, is still far away.
