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.
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.
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.
Within the context of its overall mission, CBA also created a boutique restaurant that is totally connected to its interiors concept. All the furniture is sourced directly from the boutiques, breaking down any barriers with the store.
Look and Feel is inspired by the Mediterranean lifestyle, utilising its iconography and materials, such as terracotta and tomette tiles.