The Decoration section visited the opening of the new Maisons du Monde store in Paris Beaugrenelle. On the program? Discovery of innovations designed by the brand and new collections with many favorites to boot. One thing is certain, you will want to spend hours there all over France, when all the stores have had a makeover.
It’s a small revolution taking place in the landscape of French decoration. If you are used to strolling through the departments of Maisons du Monde, you have undoubtedly noticed that the brand is no longer content with following trends: it seeks to completely reinvent the way we consume beauty. After successful tests in Lyon, Montpellier and Milan, it is in the heart of the Beaugrenelle shopping center, in Paris 15th arrondissement, that the brand has just revealed its new face.
The challenge is high: attracting an urban clientele, often younger (18-34 year olds), whose expectations have radically changed. No more simply purchasing a frame or a chest of drawers, we are now talking about a “omnichannel and relational experience”. As Christophe Lapotre, executive director of operations, explains: “Modernity, conviviality and human contact are at the heart of our re-enchantment strategy.” But concretely, what was wrong with the old models for this decoration giant to invest so much in its metamorphosis?
For a long time, the brand’s stores were perceived as dense exhibition areas. Today, the brand wants to break these codes. The general director, François-Melchior de Polignac, is categorical: “By adapting our format, we have not only optimized the customer experience, but also demonstrated the solidity of our model.” We are promised rhythm, movement and above all fluidity.
So, what does this new generation store look like? Forget the imposed labyrinth-style route, we can now “butterfly” freely. The space was decluttered: more than 230 imposing cabinets were removed in favor of much lighter wire structures, giving the impression that we had “pushed the walls”. The brightness no longer has anything to do with it, enough to magnify the colorama-style display of the 4,000 references, while a welcoming Advice Center facilitates discussions with interior design experts or the use of the 3D design service. There are areas of “crush”nothing more and nothing less than favorites, for compulsive purchases, click & collect terminals, and even a careful playlist to punctuate your wandering between the different spaces, Kids & Pets for toddlers and animals, included.
A transformation which already seems to be bearing fruit with a record increase in traffic. If you missed the opening of Beaugrenelle, know that this inspiring concept will be arriving near you very soon. Next meeting in September at the Grands Boulevards, will we meet there to stock up on inspiration?
