The avenue war has a new leader! Long compared to New York's 5th Avenue or London’s Oxford Street, the Champs-Élysées is now winning the race when it comes to real estate attractiveness. This is what a study published in mid-September 2025 by Newmark reveals, analyzing the potential of these three iconic thoroughfares through several key criteria: foot traffic, transactions, vacancy rates, digital notoriety, and commercial location developments.
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A legendary address that ignites everyone's desires
The main advantage of the Champs, according to the study: rare and highly sought-after locations. Ranging from the Place de l'Étoile to the Jardin des Champs-Élysées, the avenue is physically constrained, which limits expansion possibilities. The result: few available spaces, (very) high rents, and an “ultra-premium” positioning that reassures investors. This rarity also strengthens the gradual transformation of the avenue, with architectural and commercial projects enhancing its exceptional image.
Despite the tight supply, demand remains strong. Luxury brands continue to compete for the few available spots, driven by the promise of maximum visibility. Because it goes without saying that on the Champs, the...’address is not everything : you still need to leave a lasting impression…
Digital Virality and Symbolic Power
Another powerful lever of the Champs-Élysées is, of course, their online presence. Nowadays, it’s impossible to separate physical performance from digital virality. And from this perspective, Paris is clearly ahead, according to Newmark. Since 2021, the avenue generates nearly 500,000 searches on Google each month, just in France alone. An impressive score, placing it far ahead of Rue de Rivoli, which struggles to reach 100,000.
This momentum can be explained by an effective communication strategy, fueled by notable events and visual publicity stunts. From the year-end illuminations, the LVMH façade dressings, to the installation of the giant Louis Vuitton trunk in 2023 by artist Yayoi Kusama... The Champs-Élysées remains in the spotlight!
Opportunities to create buzz are everywhere.
This digital sparkle is paired with a real-life boost: +6% increase in foot traffic over the past year, driven by the beautification of the avenue which now features more trees, an expansion of the sidewalks, and redesigned urban furniture… The customer experience is becoming immersive, and brands are betting big to take advantage of it.
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Paris, New York, London: a global rivalry for luxury flagships
New York, London, Paris: the three cities continue to compete to attract top brands, often the same ones (Tiffany & Co, Balenciaga...), which focus on large, highly visible spaces. It’s the phenomenon of the flagship store (showcase shop), often spectacular, that lies at the heart of this battle. Simply having a location is no longer enough: it must captivate, leave a lasting impression, and truly embody the brand. The store then becomes a powerful message all by itself.
Some brands aren't shy about investing: acquiring sites for several hundred million euros, followed by massive renovations, has become quite common. This game of hyper-visibility...
Visibility, while pushing prices up, is also a promise of revenue, image, and influence.But be careful though: this race for higher bids is not without its risks. The rise of mass tourism and the excessive standardization of offerings can eventually tarnish the charm of a place, where exclusivity and unique experiences remain key drivers, according to the study. For now, the Champs-Élysées seem to have found the balance: maintaining their uniqueness while adapting to the codes of modern consumption.
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