The Avenue du Général de Gaulle runs straight inland from the casino, climbing gently away from the sea. It is the main shopping street of La Baule — clothes shops, jewellers, ice-cream parlours, and the kind of luxury food shops that mark a wealthy resort town: a salon de thé at one end, a chocolatier at the other.
Most of the avenue is pedestrianised in summer, and the cafés put their tables out under the plane trees. Walk it once in the evening for the social parade, when locals and visitors do the traditional pre-dinner ice-cream stroll.