More than anyone in his time, André Citroën knew how to break with existing conventions in automotive retail. The venue that Citroën has opened on 39 rue Saint Didier in Paris is a product of that legacy.
Right from the shop window, a giant screen stirs the curiosity and draws the attention of passers-by, encouraging them to enter. Inside, the warm design scheme features natural wood and walls inscribed with colourful words. Cars may feature in the centre of the space, but the decor is not that of a traditional sales outlet. The experience is distinctive, with numerous screens, personalisation accessories and window displays of lifestyle products. Welcome to La Maison Citroën.
This new venue expresses all of Citroen’s “Be Different, Feel Good” claim. Each visitor will be able to enjoy a unique experience, at once intimate and technological, in a very real “phygital” (physical+digital) urban retail concept aimed at enhancing the Citroën customer experience.
La Maison Citroën is organised in three phases: Attract, Display, Configure & Sale.
The “Attract” phase is to make people want to come inside. With its glass façade, enabling people to project themselves visually into the interior, La Maison Citroën has an original look, the appeal of which is underscored by the giant vertical screen in the window display. The Citroën spirit is expressed in the images displayed on the screen, creating an optimistic and people-centric feel.
The “Display” phase is to offer the entire Brand universe in a seamless and fun visit, while the “Configure & Sale” phase is to support the sales team in a unique and feel-good manner
With the opening of La Maison Citroën, the brand is taking a new step forward in the renewal of the Citroën customer experience. The first address of its kind, the Paris concept store will be replicated in other world capitals following initial feedback.
Check out the Peugeot brand boutique also located in Paris, France.