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Paris: Where Beauty is the Value Proposition

Mariana Perret-Gentil

Updated: Jun 26, 2024

Paris is a city that catches your eye immediately. But I have to wonder, what makes it such a big deal in the collective consciousness of everyone who has heard of it? The city exists and functions like any other city. Shops open bright and early, people commute to their jobs on the metro, and office buildings fill up with all sorts of professionals. But just when you think it’s a regular Monday morning of responsibilities, the city wakes you up and reminds you of its breathtaking beauty.


When thinking about the many beautiful sights in Paris, the obvious monuments are the first that come to mind. You can’t really think of Paris without thinking about the Eiffel Tower and the Arc de Triomphe. The amazing thing is that you can find something lovely and intentional practically anywhere you go: the shops have carefully and uniquely designed signs that perfectly complement the Belle Époque style of the city, the metro billboards have frames that evoke the Rococo era, and office buildings follow the famous Haussmann style that has become a hallmark of Parisian architecture.



All of this attention to detail and aesthetics made me realize how the myth of Paris is actually true. The city is the most beautiful in the world, the romance is palpable in the air, and lights really do adorn its every corner. Undoubtedly, Paris has been able to sell itself very well over time. It has never lost its allure or association with elegance, and this, in my opinion, is due not to a single monument but to the tiny details that make Paris, Paris.


The city markets itself and actually delivers on its value proposition. As I see it, the brand is Paris, and the Grand Prix for Brand Experience and Activation goes to the attention to detail and intentionality in making everything the most beautiful it can be.

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