PORTRAIT. Who is “Monsieur Rêve”, this vintage bookseller who has to close his store in Rouen?
A veritable institution in Rouen, the vintage bookstore “Le rêve de l’escalade” will definitively close its doors on January 31, 2023. Beyond the location, it is also “Monsieur rêve” that its customers will miss.
“I came to tell you that I’m leaving and your tears can’t change that” : it is with these few words taken from a song by Gainsbourg that Michäel Féron announced the closure of his bookstore on social networks.
A shock for the many customers very attached to this emblematic place, located rue Cauchoise in Rouen.
More than a bookstore, “The dream of the stairs” is an institution in Rouen. For 25 years, we have unearthed second-hand books, rare works at low prices, 45s that take us back to the 80s with delight, but also and above all wise advice and an immense breath of human warmth as soon as the door is opened.
Behind its counter, the soul of the place takes care of the well-being of its customers. Michaël Féron took over the shop 15 years ago, and transformed it into a unique and atypical place, where several generations meet from Tuesday to Saturday. A place of exchange, conviviality, sharing.
Beyond the books, Michaël Féron has organized several events at the Dream of the Staircase: concerts, conferences, happenings,“pushing the walls” of his small shop of 50 square meters.
More than books, the second-hand bookseller sells… dreams, hence the nickname he has been given “Monsieur Rêve”. “VSIt’s a nickname you gave me, on France 3, in a report shot ten years ago… It stuck with me, all my clients call me that”he laughs.
“It’s not due to financial difficulties, the shop is doing well” says Michaël Féron. Except that the bookseller is coming to the end of his commercial lease.
“Mon owner sold the stairway Dream walls. I couldn’t buy them back so the new buyer asks me to leave the premises on January 31, 2023, in just a few weeks” specifies Michaël Féron who must now anticipate his departure.
This promises to be sizeable, no less than 30,000 books, comics, paperbacks, mangas, old books, prestige collections still have to be reimbursed.
“To sell all the books before January 30, I will set up 3 systems”Michaël Féron explains:
- “My customers can buy books and other objects with 50% applied on my sale price until exhaustion.
- Those who would like to help but do not have room could buy books for an association (such as a resource centre, Emmaus or Salvation Army)
- For all my expatriate clients abroad who have told me of their desire to help me, or all those who follow me on the various networks, but who are physically too far from the bookstore, I am setting up a Leetchi pots“.
1 500 people in three days in the small shop
Since the announcement of the closure, the “Dream of the staircase” has not been empty. Tuesday, December 27, the day after the announcement, it was even very difficult to move in the narrow cave of Ali Baba, as the public rushed to buy books by the dozens and showed their affection for their “favorite library“.
Most customers looked flabbergasted. Difficult for them to admit that the place is closing its doors for good. Beyond the sale of books, they were many to pass”just for a quick hello, a coffee or just a chat“. One of them, withdrawn, wonders in tears “Where am I going to go now ?”
“Occasionallyexplains Michaël Féron, I’m the only person retired people or lonely people talk to during the day. I know everyone’s life.”
On the bookstore’s Facebook page, hundreds of customers reacted after this announcement. Michaël Féron can’t believe it: “I am so touched by all these testimonies. It’s a real gift. My heart is too small to receive all the love given to me !”.
I gave a lot of myself, without counting, for 15 years. I listened, thought, advised, consulted, exchanged, dialogued, offered, brought people together, helped others, organized a number of events… and I received a lot in return.
Michael FeronFacebook page The Dream of the Staircase Vintage Bookstore
All generations combined, customers come to greet him, sometimes for the last time: “Yesterday, a little Lisette, who nicknamed me Tonton books, wanted to pay homage to the Dream of the staircase in her own way. From the height of her 8 years, she gave a small concert with her trumpet just in front of the shop. She was very applauded by passers-by, I was really moved“.
In the shop, the faithful play the game, want to help their bookseller and buy “kilos” of books at less than 50%.
“A loyal customer with whom I always talk a lot came yesterday with an Army backpack. I saw her take a box and put at least 10 kilos of books in it so I asked her how she was going to transport all that” tells us Michaël Féron. “She replied: It’s a lot, I know, I don’t need so many books, but I need to fill a gap that will come.”
In this 2008 report, shot by France 3 Normandie, this very strong link between the bookseller and its customers is already palpable:
video length: 02min 37
Report of 2008 on “monsieur rêve”, the bookseller of the “Dream of the staircase”, bookstore in Rouen
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©France 3 Normandy
The most loyal customers all seem to be in a hurry to come one last time to this legendary boutique. A young student came to see him in tears, thanking him for selling her his first book from the “La Pléiade” edition for 20 euros. “Baudelaire en Pléiade, it was my dream and I was able to afford this treasure thanks to you” she wanted to confide in him.
“I will surely open the last two Mondays of January, exceptionally. I also have musician friends, Boule, Lady Arlette, or even Amélie Affagard who want to come and play one last time in the shop. This month of January, this last month of opening, will be joyful. I don’t want any pathos or tears. We are going to close this chapter in style, with a smile” announces Michaël Féron.
This former philosophy and tennis teacher already has some ideas for his future retraining: “I don’t have a plan B, I don’t know if I’ll open another place. But I’m giving myself two or three months to settle down, digest, and reinvent myself. I’ll bounce back like I always have. One thing is certain: I will continue to share, I will continue to distill dreams”.