An innovative concept store





CBA assisted Alinéa in creating its innovative 7,000 m² concept store and its restaurant “Selon Marceline”.

/ Background

The French brand’s Mediterranean character is centred around furniture and decorative objects. It has launched a bold initiative to completely revolutionise the brand by repositioning itself on the market, updating its visual identity, completely overhauling its offer and launching a new website. The retail outlets have also been totally reinvented. In less than 2 years, Alinéa has experienced a real renaissance.

/ true vision

The new concept store with a surface area of more than 7,000 m² was launched in November 2018 in Bordeaux Mérignac. This is about much more than rearranging the products on offer. A free-flowing, carefully designed journey has been created to help customers with their furnishing and interior design plans.

Alinea visuel 2 EN
Alinea 4
/ creative expression

The concept store is organised around four themes and five boutiques:

  • Immersive scenes stimulate all 5 senses.
  • Pop-ups feature decoration displays.
  • Mobile kiosks are dedicated to impulse buys.
  • A Mediterranean restaurant for in-store gourmet meals.

Emotion is right at the heart of this customer journey, which encourages lingering and inspiration.

/ Restaurant Retail design

Selon Marceline, Mediterranean patio by Alinea

As part of its global mission, CBA has also created a boutique restaurant that is totally in line with its interior design concept. All the furniture is sourced directly from the store, erasing the barriers with the store.

Look and Feel is inspired by the Mediterranean lifestyle, utilising its iconography and materials, such as terracotta and tomette tiles.

Marceline 1
Marceline 11
Marceline 7
Marceline 3