{"id":1647,"date":"2014-07-21T11:44:39","date_gmt":"2014-07-21T09:44:39","guid":{"rendered":"https:\/\/cba-design.com\/france\/projets\/malongo-concept-retail\/"},"modified":"2021-08-05T14:45:06","modified_gmt":"2021-08-05T12:45:06","slug":"malongo-concept-retail","status":"publish","type":"projets","link":"https:\/\/cba-design.com\/france\/realisations\/malongo-concept-retail\/","title":{"rendered":"Malongo, De la graine \u00e0 la tasse"},"content":{"rendered":"\t\t
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\/ BACKGROUND<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Respect de la terre et des hommes pour une fili\u00e8re caf\u00e9 \u00e9thique et durable<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"malongo_retail\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Cr\u00e9\u00e9e en 1934, la marque fran\u00e7aise Malongo est pionni\u00e8re pour la valorisation du caf\u00e9 et du th\u00e9 haut de gamme, produits de mani\u00e8re \u00e9quitable.

La marque souhaitait red\u00e9finir son concept de point de vente<\/strong>, afin de redynamiser son image et ses ventes.
Son r\u00e9seau de boutiques et corners, disparate en termes d\u2019offre, de gestion, et de format, devait gagner en coh\u00e9rence, et privil\u00e9gier une approche plus lisible sur les engagements de la marque, son savoir-faire et l\u2019excellence de ses produits.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\/ True vision<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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  • DURABLE<\/strong><\/li><\/ul>

    Des espaces \u00e9co-con\u00e7us, des choix de mate\u0301riaux e\u0301cologiques, source\u0301s localement.<\/p>

    • SENSORIEL<\/strong><\/li><\/ul>

      Un espace de vente centre\u0301 autour d\u2019un torre\u0301facteur, qui apporte une douce odeur de cafe\u0301.<\/p>

      • VALEURS<\/strong><\/li><\/ul>

        Une marque e\u0301thique, respectueuse de l\u2019environnement et des hommes.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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        \/ CREATIVE EXPRESSION<\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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        La marque fait valoir sa connaissance et sa ma\u00eetrise de la production de caf\u00e9, \u00e0 travers un concept qui retrace son savoir-faire, de la graine \u00e0 la tasse. <\/strong>L\u2019espace des boutiques accorde ainsi une place centrale au comptoir du torr\u00e9facteur, compl\u00e9t\u00e9 par l\u2019espace barista et l\u2019espace d\u00e9gustation.<\/strong> L\u2019exp\u00e9rience propos\u00e9e est immersive, et offre une fen\u00eatre sur les coulisses de fabrication tout en laissant une grande place \u00e0 la d\u00e9gustation de ce produit gastronomique d\u2019exception, sur place ou \u00e0 emporter.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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        La d\u00e9marche durable de la marque s\u2019incarne dans les choix architecturaux et mobiliers<\/strong> : les mat\u00e9riaux sont nobles, naturels, assembl\u00e9s sans solvants (bois, pierre, fer), les luminaires et assises sont des pi\u00e8ces uniques con\u00e7ues par de jeunes cr\u00e9ateurs passionn\u00e9s. Les packaging sobres et la signal\u00e9tique sp\u00e9cifique, qui s\u2019accompagnent d\u2019une communication visuelle forte et humaine, permettent d\u2019expliquer aux clients les engagements de la marque, la provenance et les caract\u00e9ristiques des produits.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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        \"cbadesign-project-malongo_1400_800_3\"<\/figure><\/div>
        \"cbadesign-project-malongo_1400_800_4\"<\/figure><\/div>
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        La boutique se situe au 50 Rue Saint-Andr\u00e9 des Arts \u00e0 Paris. <\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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        Malongo a d\u00e9ploy\u00e9 ce nouveau concept \u00e0 l’international, en Europe et en Asie. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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        \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"featured_media":0,"template":"","business_needs":[258],"industry":[290],"services":[268],"project_tags":[510,548,23,540,512,35,550],"class_list":["post-1647","projets","type-projets","status-publish","hentry","business_needs-relevance","industry-food-beverage","services-retail-architecture","project_tags-architecture","project_tags-coffee","project_tags-corporate-identity","project_tags-experience","project_tags-retail","project_tags-retail-design","project_tags-tasting"],"acf":[],"lang":"fr","translations":{"fr":1647,"en":1958},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/projets\/1647","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/projets"}],"about":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/types\/projets"}],"version-history":[{"count":3,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/projets\/1647\/revisions"}],"predecessor-version":[{"id":13063,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/projets\/1647\/revisions\/13063"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/media?parent=1647"}],"wp:term":[{"taxonomy":"business_needs","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/business_needs?post=1647"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/industry?post=1647"},{"taxonomy":"services","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/services?post=1647"},{"taxonomy":"project_tags","embeddable":true,"href":"https:\/\/cba-design.com\/france\/wp-json\/wp\/v2\/project_tags?post=1647"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}