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Overview

In late 2016, leading Chilean department store chain Paris opened its newest site – in Jockey Plaza, Lima, Peru. We’ve been working with Paris since 2010, repositioning them as ‘The Destination Department Store’ through a focus on service, fashion and style. Paris continues to innovate; the new Lima store has an evolved brand palette, refreshed brand expression and a more polished, urban feel. As part of the project we designed three key departments – Men’s, Sport and Home. Taking inspiration from galleries, origami patterns and wellbeing elements such as natural foliage, the navigation throughout has a tactile, premium appeal. The graphic direction is boldly playful, the tone of voice is conversational and customers are drawn in organically, led through the space by creative navigation cues.

Where, When

Chile & Peru; 2016

About the client

Paris, Chile’s leading department store, approached us about reimagining its Womenswear offering in summer 2011 – an exciting opportunity to work in this rapidly developing territory. Appointments to re-design its Kids', Men’s and Wedding departments followed this project’s success.

This is going to be the most important store for Paris. We have nine in operation, but this tenth comes with a renewed concept. There is a new design in all areas.
Cynthia Vargas, Head of Architecture, Paris, Peru
The results

Our menswear concept is clean and refined, and gives each of its sub-departments a distinct visual identity. Paris’s tailoring expertise is brought to the fore and the fitting rooms convey warmth and service excellence. Sport motivates customers through our dynamic, active design. It feels more fashionable than functional, with the focus on sports lifestyle. In the home department, shoppers are transported to a premium marketplace, where they’re encouraged to discover and browse. Each department is signposted by a focus wall patterned in bold product silhouettes, and the editorial style of typography and communications helps with product guidance. Led by the core brand values – Experimental, Contemporary, Innovative and Engaging – this new store offers shoppers three floors of inspiration. It gives Paris a distinct and ownable brand personality and is an exciting addition to Lima, and to Paris’s expanding portfolio.

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5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117
 

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