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Visit at Stella Cadente shop: well worth a design award

Stella Cadente proves it’s possible to obtain outstanding results with (relatively) little money. We visited their unique store in Paris (opened in April 2012 on 102 Boulevard Beaumarchais) and although it’s relatively small (<50m²) it offers a wonderful experience.

We were welcomed by Armand Perrier, the head of communication, who explained us the genesis of the brand and of the store.

Stella Cadente is a fashion designer who was also hired for interior design. In her work magic and supernatural components are very present and gold tones, which can be found in many of her creations, carry this touch of magic. Stella used copper leaves to re-create this magical atmosphere in her interior design work.

The store on Avenue Beaumarchais is the best possible example of the magical customer experience Stella Cadente wants to create. A rounded wooden structure was built in this old candle store to give the impression of entering a cave. Copper leaves were then applied to transform the place and to break the codes of retail.

The pictures speak for themselves and Armand said that people are drawn in by the unique and attractive feel and look of the store.



Advice for your marketing strategy

Stella Cadente succeeded in reinventing the store space: no more angles, everything is about smooth lines and this magic gold atmosphere. Everything started of course with a vision (the marvelous cave) which was then translated into a physical space. What Stella did actually was to break the rules of the retail sector.

If you want to amaze your customers practice the same exercise. Break the rules too. Start you’re your vision of how you’d like your business to feel and look, the kind of experience you want to give to your customers. Make then a list of the most obvious rules in your sector and define how you’d like to break them to align with your vision.

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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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