GALERIES LAFAYETTE
Context
Galeries Lafayette, founded in 1912 has become an icon of Parisian retail with its flagship store on Boulevard Haussmann but it now operates in numerous locations in France.
Challenge
How does Galeries Lafayette reinvent itself for the 21st century and for its regional portfolio, cultivating a reputation for innovation whilst retaining a classic feel?
Insights
Moving from traditional one-size-fits-all stores to a portfolio where each store across the country has its own identity and is embedded in the local environment.
Strategy
Capture the essence of how Galeries Lafayette does regional while maintaining its Parisian touch.
The Creative Output & Result
Supported by a series of brand guardianship workshops, including guiding the naming process. Ultimately one name was accepted and approved by management, however the project was paused due to covid.