Published on February 27, 2014
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
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
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
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
THE STORE « 90% of what we remember is what we do » Edgar Dale’s Cone GENERAL ATMOSPHERE FRAGRANCE BEAUTY & CARE WATCHES & FINE JEWELRY FASHION VIP ZONE
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
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
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
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