Interwar Bucharest, cosmopolitan and rapidly modernizing, experienced a period of urban effervescence whose traces are still visible today. One of the most enduring and fascinating stories of the era is that of Victoria Store – the first department store in Romania, inaugurated in 1928. Located on Calea Victoriei in the heart of the capital, this space was not just a commercial point but a true symbol of refinement and modernity.

Architecture of a Modern Idea

The luxury of red marble, goods imported directly from Paris, and the elegance of the display areas transformed Galeries Lafayette, as it was initially called, into a unique attraction in interwar Bucharest. Over time, following historical and political changes, the store became known as “Victoria,” while preserving its aura of prestige and its role as a landmark of Bucharest commerce. 

The Victoria Store building, designed in 1928, was the work of architect Herman Clejan (1886–1955), a professional trained at the Technical University in Munich. Clejan, known for his functionalist orientation and his interest in furniture design, brought the spirit of modern European architecture to Bucharest.

The construction began with the transformation of part of the Palace of the Socec Bookstore and Graphic Arts Institute, built in 1880. Initially, only a section of the building was designated for the store, but starting in 1931, it gradually expanded to occupy the entire building. 

The interior was designed in Art Deco style, following the model of Parisian department stores, with wide display areas, elegant columns, modern elevators, and an impressive red marble floor. For Bucharest at the time, this modernity was clear evidence that the city was beginning to compete with Europe’s major capitals.

Galeries Lafayette: Parisian Luxury on Calea Victoriei

During the interwar period, the store bore the name Galeries Lafayette, after the famous Parisian department store inaugurated in 1912. This choice was no coincidence: Paris was, at the time, the symbol of fashion and European refinement.

The Bucharest Galeries Lafayette recreated the sophisticated atmosphere of Paris, with carefully selected goods imported directly from the French capital. Advertisements in the press consistently emphasized this connection. 

For example, a 1937 advertisement described it as “the only Western store in the country,” stocked “in advance from the central office in Paris with the latest fashion goods.”

Thus, Bucharest customers had access to the latest fashion trends and luxury products without needing to travel abroad. This openness to the West represented not only a commercial success but also a sign of the modernization of Romanian society.

A Commercial Colossus of Interwar Bucharest

Galeries Lafayette was more than just a store – it was a true urban institution. Approximately 750 employees worked inside, assisted by another 500 people responsible for maintaining the building. 

Beyond architectural elegance, the building was equipped with elevators, a novelty at the time, and offered customers a complete shopping experience.

The departments were arranged by floors, each specializing in different categories of products: clothing and footwear, jewelry, cosmetics, or luxury items. 

The former space of the Socec publishing house was integrated into the building, remaining a department dedicated to books and stationery, which gave the store a diverse and attractive character.

Transformations and Survival under the Communist Regime

After nationalization in 1948, the store was renamed Victoria. While in the interwar period it was associated with luxury and Parisian fashion, under the communist regime it became a symbol of centralized commerce. 

Yet even under these conditions, it remained an attraction for Bucharest residents and visitors, known for the slogan “Victoria Store, 50 stores in one.”

The store was well-stocked for its time and offered a wide variety of products, from clothing to household appliances. It also introduced escalators, an innovation that amazed customers and enhanced the modernity of the space. 

The allocation of departments by floors, established in the early decades of operation, has largely been preserved to this day, a testament to the functional design of the building.

Advertising and Cultural Impact

An essential element in the success of Galeries Lafayette and later Victoria Store was its marketing approach. In the interwar period, printed press, colorful posters, and later radio contributed to building a prestigious image. Advertisements emphasized product quality and connections to Paris, which gave the store a special status.

During the communist era, although advertising methods changed, Victoria Store continued to be presented as a symbol of Romanian commerce. Its fame was linked not only to the goods sold but also to the experience of visiting a place considered a “benchmark store” in the capital.

Victoria Store Today

After 1990, the store underwent renovations, the most recent in 2001. Today, it retains elements of its original elegance, including the interior stairs with red marble, while hosting modern stands that reflect the diversity of contemporary retail.

Customers can find jewelry, perfumes, Romanian handicrafts and souvenirs, leather goods, clothing for women, men, and children, toys, household items, interior decorations, appliances, and fabric by the meter. Essentially, the store has preserved its concept of “many stores in one,” adapted to meet the requirements of modern consumers.

The story of Victoria Store is an integral part of Bucharest’s history and Romanian commerce. From the Parisian luxury of Galeries Lafayette in the interwar period to adaptations during the communist regime and the modern version today, the store has remained an urban and cultural landmark.

More than just a shopping destination, it symbolizes the aspirations of a capital city striving to match Europe’s great cities. Red marble, Art Deco architecture, and the renown of goods imported from Paris remain defining elements of a building that has survived decades and continues to be a central point in the life of Bucharest.

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