GALERIES LAFAYETTE
Context
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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
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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?
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Insights
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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
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Capture the essence of how Galeries Lafayette does regional while maintaining its Parisian touch.
The Creative Output & Result
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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.