Project title:
Guerlain Visual Merchandising
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Project name:
Ascent
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Team members:
Vong Li May
Phan Mai
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Project leader:
Assoc. Prof. Dr.
Boucharenc Christian Gilles
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Collaborators:
Guerlain APAC -
Marina Oechsner de Coninck
Kenny Lee
Brief:
This exercise is about the research of innovative concepts to design Guerlain Pop Up store.​ The concepts should reflect some semantic, syntactic and pragmatic considerations.
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The semantic considerations will be reflected by a mood board showing the sources of inspiration such as elements of nature, movies, architecture, abstract arts, etc.
The syntactic considerations will show the basic principles in term of structure, zoning, layout, technology and materials.
Finally, the pragmatic consideration will show the interaction between the stand and the user in term of circulation and communication.
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Project descriptions:
Create an effect of surprise outside and inside. Seen from the outside, we can guess or perceive partially the inside of the stand without revealing too much.
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The Guerlain Pop Up store = 38 m ² (facade 9.5m x depth 2.5m x height 4m)
This Pop up store will have 3 dedicated poles of Beauty:
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Perfumes zone will introduce a world of perfumes and rich patrimony of the brand through new retail experience.
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Make up animation zone will be a modular & playful station to discover each launch by colors, textures, visual, on counter animation.
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Skincare premium consultation station will be the opportunity to discover Guerlain iconic franchises through face to face consultation.
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For this project, students are encouraged to explore state-of-the-art technologies (interactive, 3D, etc.) and experiment with sustainable materials (recycled or recyclable) to propose cutting-edge designs.
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The modern approach of premium beauty consultation & on counter animation answer to simple needs. Some suggested questions to ponder:
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How to capture customers’ beauty concerns and connect it with the Guerlain experience?
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How to animate it versus yearly launch plan?
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How to translate the heritage of the brand in retail experience?
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How to implement "The art of gifting" and special event programmes?
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How to stay connected with our customers?
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How to insert the modern tools of connectivity without appearing as an Apple store?
Background:
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Guerlain is a French perfume, cosmetics and skincare house, which is among the oldest and most revered in the world.
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With a rich heritage and prestigious legacy, Guerlain continues to provide its patrons captivating wonders, spectacular opulence and elevated status.
The concept:
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Ascent is a concept that aims to translate Guerlain's continuous success and its highly regarded position into the store experience, a domestic pop-up store concept that attracts and guides the customers through the Guerlain experience.
Guerlain was originally a perfume house. However, the market share for perfume in Asia is small, while skincare actually takes up the largest proportion. Make-up products are placed at the front to attract customers.
The open structure is more welcoming and inviting. The display stands highlight Guerlain's best products and history, and entice customers to come in.
Make-up stand is right at the entrance to attract customers.
Glass panels at the back wall allow customers to take a sneak peak into Guerlain's excellent pampering service.
The make-up counter is strategically placed behind the counter for more privacy and better consultation.
Facing outside the display counter for the latest skincare product line, the most highly demanded products in the Asian market. On the inside is the more private consultation area.
At the end is Guerlain's expertise and origin, the perfume section, held in the highest prestige, featuring The Art of Gifting table. The sliding exit glass door to the left allows the customer to have the complete experience and leave with a sense of awe and fulfillment.
The whole concept was adapted to another Travel Retail location at the airport.
