MATERIALISING TOUS RETAIL EVOLUTION
In order to support TOUS repositioning towards a fresher and more creative experience, in tune with new consumer habits, we developed a flexible and scalable retail vision that rethinks the user experience within the store. The new concept is adaptable to multiple formats including flagships, shop-in-shop, corners, pop-ups and also to the retail furniture and the scalability model; helping address the future brand needs to its more than 700 stores around the world.
➀ TOUS SAPIENS
Our vision conceives the store as a communication tool. Taking inspiration from the magazines´layout, we replaced the traditional “broken” screen displays with a vertical, continuous storytelling design that provides a more immersive and ergonomic user experience, aligned with the current purchasing habits.
➁ A GLOBAL VISION
Our scalable store model has been designed to ease the implementation of future TOUS stores. Without falling into repetition, each proposal adapts the rebranding while offering a unique version. Designed by CULDESAC, TOUS Serrano 50 in Madrid officially kicks off this new strategic vision to be implemented in future stores globally.
➂ EXCELLING WITH DIGITAL TOOLS
The project has also included the design and technical development of its entire new universe of furniture, adaptable to future stores around the world. By using tools such as AutoCAD and SolidWorks, a technical team specialised in BIM methodology has been checking every detail and millimetre of the new pieces, prototyping, selecting materials and carrying out the effective implementation and control during the whole construction phase.
“OUR GOAL IS TO STOP BEING JUST A STORE TO BE AN EXPERIENCE AND A MEETING POINT FOR THE CREATIVE COMMUNITY.”
–ANNA SIÓ, BRAND EXPERIENCE DIRECTOR AT TOUS
➃ SCALABILITY
In addition to the design of the flagship in Madrid, CULDESAC is currently implementing a store in Badalona, the shop-in-shop model within El Corte Inglés in Barcelona and finalising the global scalability book projected for the next 5 years.
➄ MADRID FLAGSHIP
The store responds to two purchase speeds targeting two very different types of buyers:
At the entrance, a surrounding digital area called “Saturn” works as a dynamic stage full of visual merchandising engaging with a new target embracing a much faster and impulsive purchase.
At the back, a dedicated area for the traditional target including classic jewellery invites a much slower purchase experience full of useful information about the product.
