THE GREAT LEAP OF TOUS

Through the design of its new retail model –starting with a first implementation in the new flagship at Serrano 50 (Madrid) and its permanent translation to new formats–, our flexible and scalable proposal successfully addresses the new brand strategy created by the Nadie. From flagship and mainstream models, to shop-in-shop concepts at El Corte Inglés and corners and pop-ups, to the new retail furniture identiy and the scalability manual, the project addresses future brand needs considring its more than 700 stores around the world.

The flagship store at the traditional Serrano street in Madrid is just the tip of the spear in TOUS evolution; the paradigm shift of this historic jewelry brand towards a fresher and more creative approach, in tune with new trends and customers behaviours.

To meet these needs, we defined and materialized a new retail concept rethinking the user experience inside the store and creating a new relationship between the brand and customers.

“WE WORKED A LOT ON THE CONCEPT OF EVOLUTION; INSTEAD OF BREAKING WITH THE EXISTING BRAND,WE SUPPORTED ITS TRANSFORMATION. FOLLOWING THAT VISION, OUR STRATEGY CHANGES THE ROLE OF THE EXHIBITION FURNITURE AND INTORDUCES A HIGHER EVOLUTIONARY CONCEPT HIGHLIGHTING THE EXHIBITION ARCHITECTURE”.

–Borja Berna, Creative Director at CULDESAC

THE SPACE AS A COMMUNICATION TOOL

Conceived as an authentic communication tool inspired by the magazines’ layout, the new store concept replaces the traditional “broken” displays with a continues storytelling integrated into the architecture to provide a more immersive and ergonomic user experience; in tune with the current way people shop.

“WE GOT INSPIRED BY THE ABILITY MAGAZINES HAVE TO ORGANIZE A GREAT AMOUNT OF INFORMATION. WE WORKED ON UNDERSTANDING TOUS´S STORYTELLING IN A CONTINUOUS WAY, NOT IN A BROKEN WAY, AND GENERATEING A COMMUNICATION SYSTEM WHERE WE NOT ONLY EXHIBIT THE PRODUCT, BUT WE CAN EXPLAIN IT AND INSPIRE THE CUSTOMER”.

–Pepe García, CEO at CULDESAC

A TWO-SPEED JOURNEY

The new store design responds to two purchasing speeds for two very different targets:

At the entrance, an immersive digital zone called “Saturno” works as a dynamic stage offering visual merchandising and presenting new trends and TOUS evolution. Like a billboard, this space invites customers to get immerse in the brand, connecting with a younger target used to much faster and impulsive purchase habits.

In the back, an atelier and classic jewelry area addresses the needs of the brand’s traditional target, accustomed to a much slower shopping experience and where all the information they receive is important.

In this way, a fluid but warm interior space connects areas inviting customers on a continuous discovery journey throughout the store.

TOUS Serrano 50 is the first store designed by CULDESAC as part of a strategic vision of future implementations globally. By challenging the traditional jewelry model and the customer’s relationship with the product, the design manages to take the brand to the next level.

The project has also included the design and technical development of its entire new furniture universe, translatable and adaptable to future stores around the world. Through the use of tools such as AutoCAD and SolidWorks, a technical team specialized in BIM modelling has worked on the millimetric control of every detail, on the prototyping, the materials selection and their effective implementation and control during the construction site phase.

“BIM METHODOLOGY ALLOWES US TO WORK IN A COLLABORATIVE ENVIRONMENT IN WHICH EACH INSTALLER INTRODUCES THE NECESSARY INFORMATION TO ANTICIPATE ALL THE ERRORS THAT MAY ARISE AND, AT THE SAME TIME, EXTRACT THE MEASUREMENTS, BUDGETS, AND EVEN ASSESS THE STORE CAPACITY BEFORE REACHING THE FINAL PHASE”.

–Carlos Valls, Technical Director at CULDESAC

In addition to the design of the flagship store in Madrid, our team has implemented a store in Badalona, the shop-in-shop model within El Corte Inglés in Barcelona and finalizing the global scalability manual for the next 5 years.