Spring Clean Paris: BHV Marais Turns into Giant Sponge

Fooh concept details:

Le BHV Marais transforms into a massive cleaning sponge in this clever FOOH campaign. The iconic Parisian department store appears completely covered in porous yellow sponge material, with soap bubbles floating around and foam spreading across its façade. A giant silver bucket and cleaning implement lean against the structure, completing the spring cleaning visual. This playful transformation turns the urban landmark into a household cleaning tool, bringing the concept of "spring cleaning" to monumental proportions on busy Rue de Rivoli. The campaign creatively announces the housekeeping products showcase by turning everyday cleaning supplies into architectural art.