Tag Archives: retail trends

more pop!

To launch its new perfume, “La Petite Robe noire”, Guerlain has set up, for a few months only, a pop-up store next door to its flagship outlet at 68, avenue des Champs-Elysées. But the little shop has nothing to do with the stalls featuring derivative products.

With its olfactive and photographic workshops, the pop-up store is designed to be more fun and interactive than its traditional equivalent. The store features the imagery developed by the visual artists Kuntzel+Deygas to promote “La Petite Robe noire”, plus a series of artistic works reinterpreting certain of the brand’s codes that evoke emotional connection and a very casual introduction to the brand for the customer.

The temporary store will say its goodbyes in November this year to allow work to begin on extensions to the flagship store, in 2013.

Not to be missed as long as it lasts!

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case study: branded design – the genetic code / part 3

In the last post I was explaining how we identify the DNA of a brand and extract the aesthetics around it as a starting point for a design of the retail fixtures.

In this case study on Smashbox Cosmetics it is the smashbox camera, the  grip elements of a photo studio and the studio setup that drive the design.

           

So we take all of these elements and create a base fixture that in this case mimics the studio setup and its aesthetics:

Then we make various formats of that base module and create variations from it so we end up with a family of elements we can setup in different ways to respond to retailer needs:

A Retail Gondola

A Back Wall

The goal is for a customer to easily recognize the heritage or root of a brand to be able to develop an affection to the brand story.

Successful brands translate their story into every aspect that touches a consumer, whether it be direct communication, advertising, product, packaging or the retail environment.

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Love story to attract consumers

Germany based marketing firm LIGANOVA came up with a clever and quite beautiful idea to attract consumers into store for Valentines day.

The campaign is inserted into the HUGO BOSS flagship store on Champs Elysees  and is based on two characters who meet and fall in love in Paris. Window displays as well an interior pop-up scenes pull consumers into the stores as they tell the story of Juliette and Louis. A beautiful example of creating attention through design!

Check it out if you are in Paris before June.

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