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Caran d’Ache’s 20sq m boutique at Geneva Airport features the new ‘less-is-more’ retail concept |
SWITZERLAND. Fine writing instruments supplier Caran d’Ache is taking a fresh approach to next month’s TFWA World Exhibition with a completely new travel retail boutique concept on a relocated booth (Stand number: Riviera Village RB9).
Caran d’Ache, which had been exhibiting in the Yellow Village for over 15 years with a 24sq m stand, will move to the Riviera Village with nearly double the space.
Previous shows have seen Caran d’Ache focus mainly on its luxury writing instruments but the new 45sq m space at the 2010 Cannes fair will allow the Swiss brand to show its wide range of novelties, including limited editions, colour products for children and adults, and its core collection designed for travel retailers.
New airport boutiques
The new boutique concept was unveiled at the brand’s first travel retail boutique at Geneva Airport at the end of 2009. The store covers 20sq m.
The next new boutique concept was implemented at Dufry Singapore at the end of August, and the brand is poised to unveil its new store with Nuance Group at Zürich Airport, Dock E.
The new furniture, in dark wood and with a stark white background, aims to project the brand’s tradition and modernity. Hexagonal windows are designed to reflect the shape of the brand’s luxury writing instruments, while the wall units and counter showcases have a multitude of drawers integrated, like a traditional writing desk.
“In all cultures, the value of writing by hand is linked to something personal. Compact and elegant drawers on the writing desk reflect the safe storage of a beautiful pen,” the company said.
The new retail concept has been developed to reflect the luxury retail environment, where fewer products are presented for a clearer focus. “Less is more,” Caran d’Ache said.
Accessories such as leathergoods, belts, men’s jewellery and lighters are completely integrated into the concept.
In addition, new lighting aims to give better visibility for the Caran d’Ache brand identity and logos, both at Cannes and in the travel retail boutiques.
For details, contact urs.messerli@carandache.com
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