Chanel Experiential Concept Store

50 %
50 %
Information about Chanel Experiential Concept Store

Published on February 27, 2014

Author: ssd89



Here's a proposition of an Experiential Concept Store for Chanel. A completely new way of wowing your public, the media and going viral!

Creators: @alexandre_MB_ + @Stephan_Denis + Simon + Laura + Sara

Experiential Concept Store Laura Grosdemouge - Alexandre Mevil-Blanche - Simon Leloup - Sara Saber - Stephane Saint-Denis

AGENDA I.  II.  III.  IV.  V.  VI.  About Chanel The Context Objectives Solution The Target Concept Store

About Chanel

BRAND HISTORY 1910: Opening of the first boutique « Chanel Modes » 21 rue Cambon, Paris 1921: Launching of « Chanel N°5 » 1926: Creation of the « Little Black Dress » 1932: First high jewellery collection “Bijoux de Diamants” 1939: Closing of the « Chanel house » before WWII 1954: Reopening of the « Chanel House » 1971: Coco Chanel die 1983: Karl Lagerfeld take the artistic direction of the brand 1987: Creation of “Chanel Watch making” 1990: Creation of the Jewelry Boutique in Place Vendome

VALUES Timelessness Sophistication and elegance Romanticism through Story telling Classic Exclusivity Interlacing of masculine and feminism Lightness Movement Liberty

The Context  

 Consumer behavior has substantially changed in the past few years - and will continue - in a society where technology and internet is omnipresent  The BtoC way of doing business has completely morphed  It is highly important for Chanel Inc. to adapt to this constantly evolving environment


 Show the compatibility between Chanel values & history in the new technology era  Maintain its top player position in luxury in the next generations to come  Keep a visionary attitude  Conceptualize the core essence of the Chanel brand and strike the emotional chord that will become our concept store

Solution   Open a highly experiential concept store which can be easily replicated in other major cities

The Targets  

 Core Targets   Core 1: Influential people aka VIPs: magazine editorialists, bloggers, celebrities, fashionistas, press relations   Core 2: Wealthy women 35+  Secondary Targets   Males, tourists   Mass public – for notoriety purposes

Chanel Concept store   Location   The Store   General Atmosphere

Location: Sky View

Location: Angle View


GENERAL ATMOSPHERE   Store designed by Peter Morino   2 levels :     1st floor – Experiential 2nd floor – Boutique   4 main departments :   2 Cosy places : Karl Lagerfeld library & champagne bar   Purpose : Keep the main aspects of traditional Chanel atmosphere depicted in the rue Cambon store into the new digital world   Senses   Dominating colors : Black – White – Gold / Beige     Smell: Light wooden ash notes Sound: Soft background music changing in each department   Facilitators: Ipad strategically placed close to the stairs and the entrances of new spaces, but also employees in every selling & experiential rooms

FRAGRANCE BAR   Smell   Sight   DIY   Interaction

   Dome  detaining  flavours  at  hand  level      Fragrance  specialists      Wood  walls      Ipads  displayed  along  the  walls,  with  the  descrip5on  and  specifici5es  of  the  dome   you  face      Beyond  the  wall,  you  can  create  your  own  perfume  with  the  help  of  noses  

BEAUTY & CARE    Sight      DIY      Interac5on  

Experiential Level  Specific Experiential animation for one of core products: The Red of Chanel  The First step will be to get your make up application by a Chanel expert  The Second step will be to go inside our unique Photo booth where you can choose your background in order to get your own Chanel Polaroid

Experiential Level   Beauty and make-up advice by professionals   Free live tutorial with experts & Samples distribution

Boutique level

WATCHES & FINE JEWELLERY    Sight      Interac5on      Hearing      Smell  

Inspiration La  Chaux-­‐de-­‐Fonds,     Suisse  

Experiential Level ATMOSPHERE   Feeling: fusing elegance, timlessness and technological prowess   Design: after Coco Chanel’s boutique at Place Vendome, Paris   Sound: tick of an old clock DISPOSITION   Craftmen in Watches on the right side   Craftmen in Jewelry on the left side EXPERIENCE   Witness how watches & fine jewelry are crafted   Repair your Chanel WFJ instantly   Customize your watch – “VIP” perk   Engrave your name or words on newly acquired Chanel pieces x6  

Boutique level   Aim: buying process   Customers: have been through the experential level   Facilators: Staff + Ipads   Wall: dark brown, beige and gold   Mirrors: visualizing the watches   Touch: Louis XV limestone fireplace   Ceiling: chandelier hanging

FASHION   Sight   Interaction   Hear   Smell   DIY

Experiential Level: Holographic Fashion Show   Implementation of a fully immersive, digital fashion show   All Chanel fashion show in hologram and broadcasting during full day

Boutique level: Bag Workshop   In this area, people can experience the creation of a hand made bag   From a tactile pad they can choose the model of their bag and the raw material they would like to use   A member of the staff will then present them the different resources at their disposal and allow them to touch it, smell it, and experience it

Boutique level  The little Black Dress  The little Black Jacket

Boutique level: Fashion Experience   Offer to customer an interactive quality experience   Facilitating the decision of purchase   Tool for size recommendation (supply wise and precise advice concerning the adjustment of clothes in every morphology)

VIP ZONE   Sight   Interaction   Hear

VIP Zone   The VIP zone is specially designed for the most important and wealthy customers of Chanel  This space will host the private & unique collections of the brand emphasizing on the service to customer, with an important number of personnel ready to satisfy any of their wishes

VIP Zone   VIP customers will get access to a private lounge where they rest in complete peace after their shopping session  They will also get a privileged access to the Champagne Bar

Cosy place Library   Interaction   Sight Champagne Bar   Taste   Sight   Hearing

Karl Lagerfeld library

Champagne Bar

Outside Interaction

Projection about Coco Chanel

Conclusion   The concept store will allow them to build a marketing ploy   From this concept store a real viral marketing strategy will be created   Chanel will position themselves as a luxury digital brand

Thank you Questions?


First  floor  :  ExperienLal  Level   Jewelry  &  Horlogy  department   Fashion  department   -­‐Hologram   -­‐Workshop  studio  for  clothes  and   bag  personaliza5on   Cosy  place  –  “Karl  Lagerfeld”  Library   Cosy  Place  –  Champagne  Bar   Perfume  department   Make-­‐up  &  Care  department   -­‐Fragrance  Bar   -­‐Face  Pain5ng  :  Make-­‐up  stand   -­‐Mini-­‐care  with  small  samples     Elevator   Stairs  

Second  floor  :  BouLque  Level   Jewelry  &  Horlogy  department   -­‐Jewelry  and  watch  Exposi5on   Fashion  department   -­‐Virtual  FiNng  room     Cosy  Place  –  Photo  exhibiLon  (Karl   Lagerfeld)   Cosy  Place  –  Champagne  Bar   Make-­‐up  &  Care  department   -­‐Make-­‐up  and  care  products   Perfume  department   Elevator   -­‐Perfume  shop   Stairs  

Add a comment

Related presentations

Related pages

Concept stores: what do they mean for customer experience ...

... what do they mean for customer experience? ... the resurgence of the concept store. ... ups blend into experiential marketing and new product or ...
Read more

Flagship stores: a strategic approach to brand management

Flagship stores: a strategic ... The art gallery in the Channel store, ... New mobile telecom retail store concept for Azerbaijan;
Read more

Chanel Bettison Beauty Concept Store |

52 BEACH ROAD MUIZENBERG 7945 | TEL: +27 (0)21 788 2959 © All Rights Reserved. Chanel Bettison Beauty Salon .
Read more

CHANEL New Fragrance & Beauty Concept Store - YouTube

Haven't done a vlog in like forever, so recently I got invited to a Chanel beauty event to see the new Fragrance & Beauty Concept Store, so I ...
Read more

Le Marais - CHANEL - Site officiel et Boutique en ligne

La boutique en ligne CHANEL est disponible au, du lundi au samedi, de 10h à 19h ou par email en cliquant ici. COMMANDE.
Read more

New concept store reimagines the shopping experience for men

New concept store reimagines the shopping ... The concept was conceived and managed by ... The store will be open on a beta trial for seven ...
Read more

Experiential Shopping: More Than Just a Store - Knowledge ...

Experiential Shopping: More Than Just a Store ... Get ready for more omni-channel ... and brands have recognized the value of experiential ...
Read more

Experiential Retailing: Extraordinary Store Environments ...

Experiential Retailing: Extraordinary Store Environments and Purchase Behavior . by . Alana Nicole Garvin . Thesis . Submitted to the School of Technology ...
Read more