New-look Monoprix lifestyle store to open on Champs-Elysées in Paris
French retailer Monoprix wanted to create a unique shopping venue on Paris’ most coveted avenue: the result is a new lifestyle store located at 52 Champs-Elysées, extending over 2,000 square metres and focusing exclusively on fashion, home decoration and beauty products. A bright, lively flagship of which FashionNetwork.com can offer a sneak preview, ahead of the opening on November 6.
The new store aims to attract both Parisians and tourists. “Our motto is catering to people who are in Paris for a day, or every day, striking a balance between majestic details, like the store’s entrance, and a venue where people can shop daily for tights or a new lipstick,” said Maguelone Paré, in charge of design and innovation at Monoprix since early 2018, after working for seven years at Parisian trend consulting agency Peclers.
“We want the store to be a place with a sense of shared culture, that of Monoprix and of the city of Paris, featuring for example the iconic Drucker woven bistro chairs, or using street lights in an original way and adding plants for a green touch,” said Paré. Monoprix also referenced the building’s long history, giving pride of place to the old safe of the bank which once occupied the premises.
Womenswear products are showcased at the store’s grand entrance, alongside the beauty range in the new displays unveiled this year by Monoprix. The mezzanine is dedicated to the gift area, with a collection of products developed specifically for the new store: home decoration, tableware and accessories sporting the Monoprix logo or a special Tour Eiffel graphic. This range could eventually be distributed in other Monoprix stores in Paris, especially those located in tourist areas.
In the basement, a large section is dedicated to home decoration, alongside menswear and childrenswear, the latter brightened by playful furniture. Many items are displayed realistically throughout the store, like a table laid for a big dinner or a series of fashion looks. “Product setting is essential for customers to imagine using the items on display, and we worked hard on this basic merchandising principle,” said Paré.
The new Monoprix flagship will also offer an array of services like click & collect, an in-store helpline booth, mobile payment facilities, payment via Alipay (Alibaba) and the proprietary Monop’easy app, as well as the Airbnb key drop/collection service.
The new Monoprix store concept, with its pared-down in-store signage, has been developed uniquely for the Champs-Elysées location, but it could spawn new, more upmarket and directional interior solutions to be replicated in future openings by the retail chain owned by the Casino group. While Paré has now shifted her focus to other retail formats for Monoprix, to do with food. Something to keep an eye on.
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