Rejuvenate the brand and give new meaning to product discovery

Support the brand's story and founding myth through narrative architecture, and demonstrate excellence through signature tools and rituals.

Date

2022

sector

Perfumery

customer

Goutal

rental

Expertise

Design

THE CHALLENGE

Rejuvenate the brand to recruit more widely

while renewing the experience of a very loyal clientele.

Create the tools that will enable the right brand messages to be expressed at all experience levels. A narrative architecture that creates the context for increasing emotional receptivity to emerge and be recognizable. Rituals, proof of expertise, to go beyond seduction and demonstrate the excellence of the Haute Parfumerie house. A renewed, personalized experience, so that every visit is an opportunity to write a story to share.

OUR SOLUTION

We've created a boutique where perfectly tamed nature and theatrical icons, surprised at the turn of a bosquet, evoke the harmony of fragrances captured in in Goutal bottles.

PARISIAN PERSPECTIVES

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the concept

Parisian Perspectives

like timeless strolls where Haussmann architecture blends with the organic, plant-like forms of the botanical greenhouses of the French gardens.

Inspired by the geometric architecture of French gardens, the murals offer a clear reading of the range by olfactory families. At the front of the greenhouse, a giant perfume takes pride of place in an animated area showcasing new products. On either side of the greenhouse, the 5 iconic fragrances are mirrored, each with a specific discovery ritual. Each fragrance can be discovered through a scented ceramic behind which are placed a number of "beloteurs". Some of the seeded paper beloteurs can be detached to continue the experience at home. In the drawers, olfactory charts illustrate the composition of each iconic scent. Arranged in glass drawers, they are visible to customers. Once drawn by the BA, they become a support for the consultation. A key factor in store visits, the refill can be ritualized to give it the importance and re-enchantment it deserves. The bottle is then dressed in a watering-can evocation, creating a dedicated gesture.