Inaugurated in 2016, Les Magasins Généraux is a creative Center initiated by the advertising agency BETC and located in Pantin (France). The structure develops new cultural contents without form’s limits with creators from all horizons (artists, architects, designers, musicians, dancers, chefs...). Convinced by the new opportunities linked to the decompartmentalization of practices, Les Magasins Généraux encourages new synergies between art, society and economy.Eugénie Lefebvre, Director of Les Magasins Généraux, will present the Parisian region’s structure and its missions and challenges: the rapprochement between communication and culture, the integration of a creative center on the outskirts of a metropolis district and the innovative commitment of brands alongside cultural projects.
Since 2016, Eugénie Lefebvre has been the General Manager of the Magasins généraux centre de création grand parisien, both a place and a new entity of the BETC advertising agency, dedicated to inventing and creating new forms of cultural objects - exhibitions, events, residencies, podcasts, publishing objects... - with creators from all horizons, and in collaboration with brands, media, cultural institutions, public actors and the local and grandparisian ecosystem.