9th January 2017
Chilean department store Paris has introduced new brand expression techniques and redesigned Mens, Sport and Home departments at its newest branch, in Lima, Peru.
The new store is designed by Dalziel & Pow, building on the ‘House of Paris’ format the agency has developed for the retailer’s flagship stores.
It brings in a new, more polished urban feel, a conversational tone of voice and new navigational graphics inspired by art exhibitions, origami patterns and natural foliage.
Arranged over three floors, the store is aimed at Lima’s emerging middle class. Interiors reflect the brand’s core values which are defined as Experimental, Contemporary, Innovative and Engaging.
Each sub-department of the Menswear department has its own distinct visual identity, while the Sportswear section uses playful and dynamic design to motivate shoppers to ‘aim high’.
The Home department offers a premium environment that echoes London’s Spitalfields; a series of boxes inspired by the Serpentine Gallery form a central pavilion to showcase products.
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