How the First Department Store Transformed Society | FULL DOCUMENTARY | FULL DOCUMENTARY
The first episode of “BIRTH OF SHOPPING” introduces viewers to the world’s first department store – created by the cunning and visionary 19th century French entrepreneur, Aristide Boucicaut. His new kind of enterprise changes not only his fortunes, but also the lives of women and modern society forever.
Boucicaut’s store, Le Bon Marché, situated on the left bank of Paris and engineered by the famous Gustave Eiffel, brings together a heady concoction of soaring space, iron balconies, stained glass windows, and luxurious merchandise, together with new ideas in retailing such as elegant displays, free entry and even, price tags. It’s a huge success and his magnificent “cathedral of commerce” is very quickly copied all over the world. Stores like Selfridges in London, Myers in Melbourne and Macy’s in New York develop the idea further, craftily inventing ever more enticing ideas to lure in customers and sell industrial goods in huge numbers. Consumer culture is born.
Episode one also establishes the dramatic arcs of four archetypal, female characters, Mrs Debt, Mrs Homemaker, Lady Kleptomania and Miss Assist, each of whom is transformed by the arrival of the department store. Their dramatic trajectories illustrate the changing presence of women’s place in society: this program focuses on Miss Assist’s ascent from provincial shop girl to department manager and eventually running her own store, in contrast with Lady Kleptomania’s immersion in the darker side of shopping – stealing for pleasure.
Documentary: Birth of shopping Episode 1 : A Genius Idea (2010)
Directed by: Sally Aitken
Production: Essential Media and Entertainment & Telfrance
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