Cinqo is an innovative afterwork social club created by Piaggio and Apple, targeting creative industries and offering a blend of professional meetings and social connections in a flexible, personalized environment. The club provides unique spaces like soundproofed bubbles for privacy, paired with an online platform for convenience and time-saving features. Membership includes a premium experience focusing on Italian lifestyle and gastronomy, emphasizing a 'dolce vita' approach to socializing and networking.

1. brand project subject
With the intention of
stimulating new sources of
revenues from their key
customers, PIAGGIO and
APPLE join forces to create
a new type of social club.

2. brand platforms

3. Between liberal arts Technological Aesthete
and technology
Combination of design and high People inspired by a innovative
performance technology, not only efficient but
also esthetic
“Think Different”
“A marketing company”
Silicon Valley Spirit John Sculley
Born in California, the products This approach allows the
are a testimony of this culture of consumer to feel part of a
innovation community (e.g. the Mac Users)

4. More freedom through The dynamic and young
Innovation spirited
Reinventing the urban lifestyle to Those who are contemporary-
allow a new sense of freedom minded and always seek out new
trends
Freedom in
every day life
Italian pioneering Dolce Vita
Innovative, Italian engineering A distinctively Italian lifestyle which
comes with connotations of
freedom and pleasure
After taking into account the Piaggio Group and its products, we decided to focus on the Vespa
brand as it is the most iconic one which also corresponds the most with the Apple brand.

5. our concept

6. CinqO: a new brand
A non-endorsed concept
CinqO will stand for itself. It will neither be endorsed explicitly by the Apple brand
nor the Piaggio brand.
This is because none of the brands can sustain the concept on their own. Further, we
did not intend to use the social club as a platform to sell any Apple or Piaggio
products but rather to offer our customers the spirit and the know-how of the brands.
Apple and Piaggio enter the world of social clubs
Both brand names will be utilized for the promotion of the club within e.g press
releases, on their websites, in interviews.

7. CinqO: an afterwork
An afterwork
CinqO is an afterwork club. Opened from 5pm to midnight, it is specially dedicated to
the workers of the creative and media industries who want to have fun after work but
do not want to be tired the day after.
The afterwork world
These people use afterworks either for professional meetings to escape the office or
for social connections outside work.
Our goal
Reconcile these two aims and offer people who are really busy the opportunity to go
to a social club.

8. CinqO: the birth of the concept
We faced a problem…
Our consumers belong to the media and creative industries. They are modern, they
are free, they are trendsetters, they would be the perfect customers for a club except
that they lack one essential resource:
Time!

9. CinqO: a new philosophy of time and
space
Time is no longer your enemy, it is your ally.
This new philosophy of time is based on a new and innovative philosophy of space:
CinqO is an innovative all-in-all flexible place with a Restaurant/Bar, dancing-
and soundproofed bubbles that can be closed for work meetings to get
everything you want in only one place.
CinqO is extended outside of the physical club thanks to our online platforms
to help you to gain time.
CinqO offers a lot of innovative processes to connect these online platforms
to the physical club.
By getting rid of all the constraints and drawbacks of normal
clubs, we offer a smooth, dolce vita experience which gives you
the time to enjoy your time.

10. Sharing uniqueness Proactive individuals
Unique individuals who come Young, urban professionals who are
together and create a new not afraid to set trends
community
Get round to
standing out
Fusion of Italian spirit and A new philosophy of space
Californian knowhow
The opportunity to customize one’s
Bringing together the two spirits space and to save time
which form the heritage of Apple
and Piaggio

11. Breathing life into social club
Flexible and Get round to Renewing the dolce
personalized standing out vita spirit through
experience technology
Trendsetters : media industries
and agencies
Augmented experience

12. Explanation of the brand compass
Brand ambition “Breathing life into social club”:
CinqO’s ambition is to provide another way of seeing social clubs. We want to offer our clients
the opportunity to combine both uses of an after-work club: professional meetings – even
slightly more casual and social connections. Our concept of bubble makes more flexible the
boundaries of the “inside” and the “outside” since you can be attending a work-group meeting
that requires the right level of privacy but at the same time you are still in a club where social
encounters are made easier by a warm and comfortable atmosphere, quality products and
dolce-vita spirit.
Human insight “Renewing dolce-vita spirit through technology”:
CinqO wants to answer a strong human insight. As it appears technology is rational it is
perceived as cold and ego-centred. But technology is a mean: we want to make technology and
hedonism walk hand in hand. It is through technology (the internet platform, the app, the
connected payment system) that we provide our consumer the dolce-vita experience based on
the abilities to take the time they need, to enjoy good quality products and freedom of mind.
Brand essence “ Flexible and personalized experience”:
At CinqO we do not treat clients like numbers: each of them is unique and we want to offer
their uniqueness a broader playground. At CinqO their personality is respected by the “What
happened last night?” application, a system of consumption history, that help us follow their
preferences and make it easier for them to get just what they want just when they need it.
Flexibility then comes naturally as we engage to make CinqO a personalized experience for each
and every one of our clients.

13. Explanation of the brand compass
(2)
Strategic community “Trendsetters: media industry and agencies”:
CinqO’s concepts of time and space are directly targeting creative people
that seek the hippest experiences and place where their singularity is
enhanced. Aiming this target is a real challenge CinqO will face by the
strength of its services and the exclusivity of the events organized.
Brand Experience Platform “ Augmented Experience” :
The CinqO experience is extended outside of the physical club thanks to our
online platforms to help you gaining time.
.

14. Brand Territory
• Explicit proposition
An afterwork that provides you with the opportunity to combine
professional meetings and social connections
• Implicit proposition
Enabling our clients to customize the time and space they need

15. partnerships
As our main targets are the creative industries,
we will establish a partnership with the most
important actors of this sector.

16. premium account
We will propose a 3 month - “ discovery offer” of
the Premium status to the employees of our
partners.
- Account
- Website
- Bubble reservation
- Personalized offer

17. business model

18. A business model based on a membership
system
Our inspiration
CinqO is a selective club dedicated to people from the creative industries. The Soho
house, created for people working in the film sector, is our main source of inspiration.
The price for the membership
The annual membership will cost 1,200€ (can be paid monthly).
100€ of registration fees will be asked the first time.
The people we target are ready to pay more for a better experience, as Piaggio and
Apple’s consumers they already do it.

19. Other sources of revenues
Food and drinks
High quality to get a high profit margin
Ex: 20€ for a dry made with Gin Bombay Sapphire and premium
Vermouth
Non members
30€ to enter the club
Tickets for special nights: concerts, wine tasting, etc.
Private hire, exclusively for members
10.000€ a day to privatize the club on week-ends or for special events (e.g.
company Christmas party)

20. Non direct sources of revenue for Apple and
Piaggio
The Whole concept
It is a way to advertise for Piaggio and Apple and show how trendy and innovative
these brands are.
The App
It will be free but especially designed for the iPhone so we see it as a means to
advertise for the iPhone.

21. architecture

22. the bubbles
The choice of an architect :
Anttilovag
We want to offer the possibility to modulate the space
according to the need of privacy.
This type of architecture is warm, it makes you feel
comfortable and protected.
It’s an innovative construction inspired by the well-
known rounded shape of the Vespa’s scooters.

24. Location

25. Port de la Bourdonnais 75007
In the heart of Paris, in order for our building to be not only an
aftwerwork but also an art piece that could attract attention to
our concept

26. names
00-05
• Bubble • Good summary of our concept
• Bubbles of Afterwork
• Problem : how people will call
• La bulle it?
• Beehive
• Egg-0  We need to find a name
easier to pronounce.
• 05-00

27. names
CinqO
• Cinquo All our ideas in one
• Fivo name :
• Five-O –Curve
–Bubble
• Cinq'O
–Opening hours
• CinqO

28. Logo
The 5, C and O, make
CinqO’s logo is as reference to the name as
refined and easy to well as they symbolize an
understand as open chain in which every
CinqO itself. link is in connection to
the other without being
locked.

29. graphic chart

30. 4 colors
This choice is inspired by the
colors of Vespa’s Scooters
which shades are usually
pastel. We adapt this trend to
our concept with the
ambition to create a cosy
atmosphere

31. fonts
CinqO (((O)))Basic
CinqO Harabara
CinqO
cinqo amorino
CinqO abeatbykai
Text : Corbel

32. Signature
get round to standing
out

33. CinqO, ‘get round to standing out’
A direct appeal to the customer.
In the same sentence, we have the three ideas of shape
(the word ‘round’), time (‘get round to’) and
uniqueness (to ‘stand out’).
With both ideas of shape and time we create
coherence with the "don't be square" and the "take
time to save time" campaigns.

34. Client experience

35. Food and drinks offer

36. A show case for french gastronomy
Bouchées traditionnelles : an adaptation of the most
famous local products, to make you travel in all the
different regions of France just by one “ bouchée”
Bouchées Gastronomiques : an explosion of
taste in an assortment of delicate and modern
cooking.
Bouchées Innovantes :
discover all the new
tendencies of the culinary
world and just expect to be
surprised !

37. One month .. One chef
Each month a new chef creates the menu.
We want to establish a partnership with traditional ambassadors of French
gastronomy, but also with innovative chefs to enhance the brand
experience we propose.
This month we are pleased to receive Mr
Alain Ducasse, the famous French Chef,
who has received several times three
stars in the Michelin Guides.

38. Wines
To accompany our meals, each month a respected
Sommelier will pair our dishes.
Olivier Poussier, meilleur sommelier 2000 Gerard Basset, meilleur sommelier 2011

39. website

40. Website, entrance
Entrance : CinqO’s portal is intended to help consumers go directly where they
want to go to optimize time.

41. Home page
Home Page :
Gives an overview of the
website content ; it helps to
navigate more easily through
the pages. The “book a
bubble” area sums up the
availability of each bubble of
the club

42. Book a Bubble
3 statuses are programmed : a brown bubble
will appear when the targeted bubble is still
available, a red bubble when it’s already
booked and a notification will appear when
you receive an invitation to join it.

43. History
History: you are able to
double-check the invitation
you’ve received, as well as
review your past invitations.

44. Bubble Info
Bubble info : Once you’ve
confirmed your attendance,
you can invite more people,
specify the type of the meeting
and pre-order drinks and food.

45. Your account
Account : The account page
gives you a quick overview of
your personal details and
access to your CinqO wallet,
Q.R. code and a history of
your purchases.

46. Q.R. code
CinqO’s two ambitions:
1. Combining both atmospheres of an after-work club – giving casualty to professional
meetings and improving social connections.
2.Customizing the notion of time.
Q.R. code serves two consumer insights:
When I go to an after-work club I don’t want to waste my time queuing or
having to worry about withdrawing cash before
1
At CinqO clients can still pay by cash or with credit card but we enable
them to subscribe to the Q.R. code system to pay directly with their phone
When I go to an after-work club I want to meet people, both professionally or
personally
2
The Q.R. clients are given is not only a payment-tool, it can be scanned by
others and links directly to contact information.

47. The App

49. The app : ambition
Breaking the rigidity of
traditional social clubs
An online platform extending the CinqO experience
outside of the club.

50. One idea behind all the functionalities:
‘save time’
But the app will also connect you to the physical
club
Possibility to pay with your phone: load your account on the
app and then just place your phone in front of the scanner.
Possibility to order your food on the CinqO Bar App:
• either give us an arrival time
• or enable us to trace you to get it done for when you just
arrive.

51. CinqO: gaining time inside the club
Scanners to pay
Touchscreen tables to present the
with your QR code
documents you have loaded on the
inside the club.
iCloud.

52. CInqO campaign ideas

53. campaign explanations
CinqO’s concept is based on two dimensions: time and
space. To promote our club and make it clear for our
audience we felt the need to divide the campaign into
two parts. The first one is a launch campaign, which is
supposed to create media buzz and fuel the anticipation
of future and potential customers. The “Don’t Be Square”
campaign is thus focusing on our concept of rounded
shapes. The second one is complementary to the other
and reflects the essence of the club by promoting the
concept of “time saving” and the augmented experience
enhanced by the web platform and the app.

54. Don’t be square campaign
In English, as the Urban
Dictionary teaches us, “Don’t Be
Square” means:
“Don’t Be Square” then refers to
a certain attitude, which makes
up our ideal customer base.
It includes a reference to our concept
of rounded-shapes.
Another English expression is “Be there or be square” so by telling our audience not to be
square, we suggest that they should come.
The use of polaroid frame is a tool to track our audience’s attention and introduce our
second campaign based on the concept of time, as polaroïd shows a snapshot of time.

60. building wrap
• During the construction works the building will be
covered in a building wrap in order to create buzz
and also fuel the customers’ anticipation.
• This wrap will include the Q.R code of our
manifesto, hence introducing our second
campaign.

61. Take time to save time campaign
The “Take Time To Save Time” campaign is more explanatory and will provide
our customers with a better understanding of the experience we offer them.
For this we want to promote the internet platform and the smartphone
application explicitly. ( advertising on videos )
Save time…
We will give you the opportunity to save a lot of time by offering you an
innovative social club designed around a new philosophy of space to get rid
of all the constraints of normal social clubs and offer you the flexibility you
need to save time.
…by taking time!
Thus you’ll finally gain the time you need by enjoying our smooth experience
and living the dolce vita experience we offer. Enjoy good food, good wine,
the pleasures of social life, it does not cost any time, it makes you save some!

63. magazines
Advertisement and Press releases will be published in
magazines which correlate with CinqO’s philosophy of
design, innovation and freedom such as:

64. After the launch
• Direct marketing
Due to the club membership scheme, direct marketing will
represent the major source of advertising. This will ensure
customised, individual marketing messages for each member
(Emails, App etc.)
• Word of mouth
Both Apple and Piaggio are brands which are known for quality
that speaks for itself. Similarly, CinqO will rely on word of mouth
and recommendation of members after its launch.

65. Thank You!
Christa Chen, Laurene Cuchet,
Clement Caillol, Baptiste Schollaert.