Parly 2 by Villemot

Historical Context: The Invention of a New Lifestyle

In the late 1960s, France entered a quiet yet decisive transformation: the rise of modern consumer culture. The opening of the Parly 2 shopping center in 1969 embodied this revolution.

Inspired by American shopping malls, Parly 2 was not merely a collection of stores—it introduced an entirely new way of living. Visitors came not only to shop, but to stroll, to see and be seen, to experience consumption within an elegant, almost theatrical environment.

It was within this context that Bernard Villemot was commissioned. Already renowned for his iconic campaigns (Perrier, Bally), he was entrusted with an ambitious mission: to give visual form to modernity.

Artistic Interpretation: The Woman as a Symbol of an Era

Villemot does not depict Parly 2—he captures its essence.

The female figure at the center of the composition is neither a portrait nor a character. She is:

• A universal silhouette, reduced to its essentials
• A graphic icon, almost a living logo
• A social projection: the modern woman, independent and elegant

The treatment is radical:

• bold, flat color areas
• absence of unnecessary detail
• strong contrast between skin, hair, and background

The open gesture of the hand suggests both welcome and invitation—a subtle metaphor for commerce itself.

Composition & Visual Language: The Villemot Balance

Surrounding the figure, decorative motifs—floral, stylized, almost psychedelic—create a visual frame.

They serve multiple purposes:

• Aesthetic structure: organizing the space without overwhelming it
• Sensory evocation: softness, luxury, femininity
• Temporal anchor: a graphic signature of the 1970s

The white circle in the background acts like a spotlight. The woman becomes the stage. The poster becomes a performance.

A Work at the Crossroads of Art and Advertising

This poster belongs to a series created for Parly 2, produced in several color variations and formats.

It reflects a key moment in the history of French poster design:
? the shift from descriptive communication to emotional and symbolic storytelling.

Villemot does not show a product.
He creates desire.