Experiential Concept Store

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

AGENDA

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

About Chanel

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

BRAND HISTORY

Timelessness Sophistication and elegance

Romanticism through Story telling Classic

Exclusivity Interlacing of masculine and feminism

Lightness Movement Liberty

VALUES

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

Objectives  

 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

THE STORE

GENERAL ATMOSPHERE FRAGRANCE

BEAUTY & CARE WATCHES & FINE JEWELRY

FASHION VIP ZONE

« 90% of what we remember is what we do » Edgar Dale’s Cone

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

  Beauty and make-up advice by professionals

  Free live tutorial with experts & Samples distribution

Experiential Level

Boutique level

WATCHES & FINE JEWELLERY

   Sight     Interac5on     Hearing     Smell  

La  Chaux-­‐de-­‐Fonds,    Suisse  

Inspiration

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  

Experiential Level

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

  Implementation of a fully immersive, digital fashion show

  All Chanel fashion show in hologram and broadcasting during full day

Experiential Level: Holographic Fashion Show

  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: Bag Workshop

 The little Black Dress

 The little Black Jacket

Boutique level

  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)

Boutique level: Fashion Experience

VIP ZONE

  Sight   Interaction   Hear

  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

VIP Zone

Cosy place

  Interaction   Sight

Library 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?

Annexes

Fashion  department  -­‐Hologram  -­‐Workshop  studio  for  clothes  and  bag  personaliza5on  

Jewelry  &  Horlogy  department  

Make-­‐up  &  Care  department  -­‐Face  Pain5ng  :  Make-­‐up  stand  -­‐Mini-­‐care  with  small  samples    

Perfume  department  -­‐Fragrance  Bar  

Cosy  place  –  “Karl  Lagerfeld”  Library  Cosy  Place  –  Champagne  Bar  

Elevator   Stairs  

First  floor  :  ExperienLal  Level  

Fashion  department  -­‐Virtual  FiNng  room    

Jewelry  &  Horlogy  department  -­‐Jewelry  and  watch  Exposi5on  

Make-­‐up  &  Care  department  -­‐Make-­‐up  and  care  products  

Perfume  department  -­‐Perfume  shop  

Cosy  Place  –  Photo  exhibiLon  (Karl  Lagerfeld)  

Cosy  Place  –  Champagne  Bar  

Elevator   Stairs  

Second  floor  :  BouLque  Level