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

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

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

3. About Chanel

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

6. The Context

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. Objectives

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

11. The Targets

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. Chanel Concept store
 Location
 The Store
 General Atmosphere

14. Location: Sky View

15. Location: Angle View

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. 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. FRAGRANCE BAR
 Smell
 Sight
 DIY
 Interaction

20. 
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

21. BEAUTY & CARE

Sight

DIY

Interac5on

22. 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

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

24. Boutique level

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

26. Inspiration
La
Chaux-­‐de-­‐Fonds,
Suisse

27. 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

28. 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

29. FASHION
 Sight
 Interaction
 Hear
 Smell
 DIY

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

31. 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

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

33. 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)

34. VIP ZONE
 Sight
 Interaction
 Hear

35. 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

36. 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

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

38. Karl Lagerfeld library

39. Champagne Bar

40. Outside Interaction

41. Projection about Coco Chanel

42. 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

43. Thank you
Questions?

44. Annexes

45. 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

46. 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