Caractère
Project carried out in association with :
Flavie Garciau (Project manager),
Gauthier Evrard, Flavie Rouget,
Charlène Bredin, Audrey Coffignot,
and with a luxury stage design team :
Rim Bencharif (Stage design manager), Agnès Andrieux, Alix Saint-Martin,
Aleksandra Czajka
© Photos credits : Audrey Coffignot.
Caractère est un nouveau concept store
cherchant à promouvoir le luxe français à Taipei (Taïwan). Ce lieu réunit le meilleur de la mode
et du design français et revendique une exigence
de savoir faire et de qualité. Il comporte également en son sein un espace de restauration.
Creation and communication about a new concept store, which seeks to promote french luxury in Taipei (Taiwan). This place combines the best of French fashion and design.
It claims a requirement of high quality and technical know-how.
Scénographie et architecture du lieu à Taipei
White is more
Core target
• Taiwanese white-collar workers
(Middle managers, elite of politics and business world),
• Nouveaux-riches / Social climbers
In the eyes of taïwanese people, France is stamped with culture, imprinted
of personality and character, hence the choice of the name of this concept store, Caractère. Values of the brand revolve around elegance, uniqueness, precision, minimalism
and assertion. They are shown trough the simple, sober and effective black square that represents the visual identity of Caractère.
As a first thematic for its opening, the french store will be turned into an entire white
universe, which will put the spotlight on the delicacy and the authenticity of French creation. For this occasion, a campaign called White is more – inspired by the famous quotation
of Mies van der Rohe, "Less is more" – is about to be launched.