RETHINKING LUXURY RETAIL THROUGH HUMAN INNOVATION AND EXPERIENCE
Chanel is one of the most decadent and desired brands in the world. To retain their leadership in luxury retail, significant investment went into refurbishing one of their London boutiques where DH READY led the in-store experience design blending strategy, science and sensory consultation.
Where Luxury retail innovation often resulted in cutting-edge technology, we decided to take a more human approach to drive a deeper emotional connection using one of the most powerful yet rarely utilised assets: people. We set out to enlighten, educate and empower staff to share Chanel’s rich story in an authentic, immersive and personal way.
Taking inspiration from the ‘Mademoiselle Chanel’ exhibition at the Saatchi Gallery, we developed a theatrical training programme to transport boutique staff into the brand’s exquisite world using neuroscience, design and psychology.
Over four days, 30 sales assistants embarked on a visceral and social series of workshops that led to a complete rethink of brand vocabulary, choreographed movements and gestures, scents, colours and fabrics – all inspired by Paris in the 1940’s.