Group Carrefour, the fist retail group in France, has revealed its brand-new jewelry environment at the end of 2016. It’s goal was to emerge in a muting sector, driven by the variegation of the distribution channels and the standardization where the “me too” is king.
In this context, Carrefour and CBA have added a new project to their collaboration born in 2013, when CBA redesigned Carrefour’s identity and concept of the textile department: TEX. The purpose of this new project is to raise Carrefour’s jewelry shop “Un monde en Or” to the status of specialist brand and to conduct its need to differentiate from the textile.
Connected with the philosophy of accessibility of the brand, CBA has searched emotional items, symbols of exclusivity, linking the jewel to the history it bears, beyond its sparkle and beauty.
CBA has defined a new promise, positioning the jewel as the symbol of our best moments of life to bear & to share, (written in the baseline as precious moments). CBA Retail team has structured the consumer experience instore to highlight the art of “living” the jewel, inside a precious shop, offering a precious moment.
The concept is graphically and architecturally translated through the “facets” concept: as much facets as significations bore by the jewels.
The new identity, symbolic and timeless, echoes to the sparkles of the gems and becomes the representation of the most precious moments of life.
The concept of precious shop “Un Monde en Or” turns on 3 privileged experience
To highlight the jewel: a micro-product, in a micro environment CBA chose “original” materials, a powerful light, pastel colors (unusual in this environment) and a showcase fittings.
The shop has been imagined as a cocoon, luminous and warming, offering a real comfort while purchasing and creating a privileged relation between the brand and the consumer through a real fitting room
The room is furnished by upholstered and faceted furnitures and the light creates high contrasts, attracting the sight on each jewel.
This offer is classified in three high points, differentiated by light sets:
- Impulse : from the first steps, the heart of the sales area is dedicated to the fancy jewels and key moments.
- Inspiration : the right hand side showcases a full range of trendy jewels and gems
- Destination : on the left hand side, there is a focus on the traditional categories ( baby, child, man, watches & wedding)
The setup of the jewels has been designed as a collection of moments of life, of memories. Every collection has been imagined through representations of moments of life, shared by pictures and sentences, written like a dialogue in a personal diary. This set designed by CBA opens a dialogue to each target.
The new concept mixes the codes of the specialists in jewelry keeping the notion of accessibility : Un Monde en Or is for everyone!