New retail strategy, Flagship Madrid
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: THE EVOLUTION OF ERGONOMICS
Starting from a concept linked to evolution, “Tous Sapiens” takes the jewelry universe to the next level by turning the traditional purchasing posture of “looking down” into a more immersive and ergonomic user experience. By integrating a more upright and modern posture as part of the design, the exhibition furnutire now becomes a tool that is part of the architecture.
THE STORE AS A COMMUNICATION TOOL
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 TOUS team more storytelling options according to their paces and needs.
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
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.
The store continues with the “Tous Sapiens” system inviting to a much slower and assisted purchase. It is a tool designed to navigate the space and learn about the product in more depth.
The tour ends with the atelier and classic jewelry area, created to address the traditional target needs.