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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 »...
VALUES
Timelessness

Sophistication and elegance
Romanticism through Story telling
Classic

Exclusivity

Interlacing of ma...
The Context	
  
 Consumer behavior has substantially changed in the
past few years - and will continue - in a society where
technology an...
Objectives	
  
 Show the compatibility between Chanel values &
history in the new technology era
 Maintain its top player position in l...
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 ...
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 ...
GENERAL ATMOSPHERE

  Store designed by Peter Morino
  2 levels :
 
 

1st floor – Experiential
2nd floor – Boutique

...
FRAGRANCE BAR
  Smell
  Sight
  DIY
  Interaction
 	
  Dome	
  detaining	
  flavours	
  at	
  hand	
  level	
  
 	
  Fragrance	
  specialists	
  
 	
  Wood	
  walls	
  
...
BEAUTY & CARE
 	
  Sight	
  
 	
  DIY	
  
 	
  Interac5on	
  
Experiential Level
 Specific Experiential animation for one of
core products: The Red of Chanel
 The First step will be ...
Experiential Level

  Beauty and make-up advice by
professionals
  Free live tutorial with experts
& Samples distributio...
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 Cha...
Boutique level
  Aim: buying process
  Customers: have been through
the experential level
  Facilators: Staff + Ipads
...
FASHION
  Sight
  Interaction
  Hear
  Smell
  DIY
Experiential Level:
Holographic Fashion Show
  Implementation of a fully
immersive, digital fashion show

  All Chanel f...
Boutique level: Bag Workshop

  In this area, people can experience the creation of a hand made bag
 

From a tactile pa...
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...
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 ho...
VIP Zone
  VIP customers will get access to a
private lounge where they rest in
complete peace after their shopping
sessi...
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 marketin...
Thank you

Questions?
Annexes
First	
  floor	
  :	
  ExperienLal	
  Level	
  
Jewelry	
  &	
  Horlogy	
  department	
  

Fashion	
  department	
  

-­‐Ho...
Second	
  floor	
  :	
  BouLque	
  Level	
  
Jewelry	
  &	
  Horlogy	
  department	
  
-­‐Jewelry	
  and	
  watch	
  Exposi...
Chanel Experiential Concept Store
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Chanel Experiential Concept Store

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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

Published in: Marketing
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Transcript of "Chanel Experiential Concept Store"

  1. 1. Experiential Concept Store Laura Grosdemouge - Alexandre Mevil-Blanche - Simon Leloup - Sara Saber - Stephane Saint-Denis
  2. 2. AGENDA I.  II.  III.  IV.  V.  VI.  About Chanel The Context Objectives Solution The Target Concept Store
  3. 3. About Chanel
  4. 4. 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
  5. 5. VALUES Timelessness Sophistication and elegance Romanticism through Story telling Classic Exclusivity Interlacing of masculine and feminism Lightness Movement Liberty
  6. 6. The Context  
  7. 7.  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
  8. 8. Objectives  
  9. 9.  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
  10. 10. Solution   Open a highly experiential concept store which can be easily replicated in other major cities
  11. 11. The Targets  
  12. 12.  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
  13. 13. Chanel Concept store   Location   The Store   General Atmosphere
  14. 14. Location: Sky View
  15. 15. Location: Angle View
  16. 16. 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
  17. 17. 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
  18. 18. FRAGRANCE BAR   Smell   Sight   DIY   Interaction
  19. 19.    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  
  20. 20. BEAUTY & CARE    Sight      DIY      Interac5on  
  21. 21. 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
  22. 22. Experiential Level   Beauty and make-up advice by professionals   Free live tutorial with experts & Samples distribution
  23. 23. Boutique level
  24. 24. WATCHES & FINE JEWELLERY    Sight      Interac5on      Hearing      Smell  
  25. 25. Inspiration La  Chaux-­‐de-­‐Fonds,     Suisse  
  26. 26. 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  
  27. 27. 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
  28. 28. FASHION   Sight   Interaction   Hear   Smell   DIY
  29. 29. Experiential Level: Holographic Fashion Show   Implementation of a fully immersive, digital fashion show   All Chanel fashion show in hologram and broadcasting during full day
  30. 30. 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
  31. 31. Boutique level  The little Black Dress  The little Black Jacket
  32. 32. 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)
  33. 33. VIP ZONE   Sight   Interaction   Hear
  34. 34. 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
  35. 35. 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
  36. 36. Cosy place Library   Interaction   Sight Champagne Bar   Taste   Sight   Hearing
  37. 37. Karl Lagerfeld library
  38. 38. Champagne Bar
  39. 39. Outside Interaction
  40. 40. Projection about Coco Chanel
  41. 41. 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
  42. 42. Thank you Questions?
  43. 43. Annexes
  44. 44. 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  
  45. 45. 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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