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Citroën flagship store

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Car manufacturers show a tremendous imagination to find new clients. In an industry where customers are pretty loyal to a given brand, and in a saturated market, brands must be especially creative and persuasive to find new clients and tend to associate by all means their brands to desirable social codes.

Flagship stores represent one way to convey these values. Here’s Citroën’s flagship store on the Champs-Elysées Avenue in Paris.

Visitors are welcome on the ground floor by a supercar prototype which sets up the tone. Citroën wants to show the sportive character of the brand and it’s indeed a leitmotiv of the whole exhibition.

On the last floor the brand new DS4 inherited some of the successful design peculiarities of the DS3 and combines them with a luxurious leather seats; the LEDs of the DS3 are aggressively reinforcing the character of this well-thought city car; the only model which is set apart is the original DS, which lacks the sportive behavior of its modern successors, but is associated with the French movie-making tradition and great actors of the past.

My take:

The Citroën flagship store  is a superb realization which manages to convey the sportive tradition of the brand. The inner architecture conveys a sense of awe which helps the brand show the richness of its car-making tradition.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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