Citynove x Galeries Lafayette | NEW BRON GALERIES

INNOVATIVE POSITIONING FOR THE FUTURE OF RETAIL

We have teamed up with a major player in the French retail sector - Citynove - to work alongside them in thinking about the future of the sector, and to present and market their collective real estate project, due to be completed in 2025.

Project vision and values

Our challenge: to think forward and contemporary about the project

We challenged the customer to define the positioning of such a real estate project over the next 10 years. This forward-looking analysis enabled us to gain insights into the needs and expectations of target audiences. Part experience, part third-place, part living space, this project must place its audiences at the heart of the site - the brands, the teams, the customers - thus moving away from the commercial dimension and towards the cultural and entrepreneurial sphere.

Positioning

Our challenge: to think of this place as a source of physical, intellectual and emotional fulfillment.

The shopping mall is dead. The aim is no longer to represent a temple of consumption, but to position itself as a multimodal, flexible and reactive toolbox, a player in its territory: the consumer becomes a public, even a player in the site. It grasps the challenges and uses of tomorrow to lift everyone's spirits.

Storytelling

Our challenge: build on the brand's rich history while marking a significant evolution.

Highlighting the obvious assets of the brand behind the project, and delivering a strong, relevant message about its successes and failures, enabled us to explore new, enthusiastic, positive and collective imaginations, in a simple, contemporary style that reflected the project.

Identity and art direction

Our challenge: break the image of the sales medium

Breaking away from the traditional codes of the sales brochure to stand out from the crowd was one of the strong points of the project. Using codes and references associated with pop culture and custom-designed iconography, we created a bank of visual elements that is scalable, flexible and responsive to needs, to guarantee the project's legibility.