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Boulanger Boulanger at the Opera

After 123 shops in the urban periphery, the specialist in home appliances and multimedia moves to Paris for the first time. On 1,400 m2 in the Opera district, close to its customers, Boulanger offers a range of products and services for everyone.
Identity, Retail & Strategy design
Identité visuelle Boulanger
Architecture intérieure du magasin Boulanger Paris Opéra
Nouveau design du Boulanger à Opéra
Connect'in, nouveau design, Boulanger Opéra
Planche matériaux, Boulanger Opéra
Le mur du son, Boulanger Opéra, design retail

User-centered design

The store was designed to facilitate offer readability and user understanding. The customer can choose to test products independently or to benefit from the advice of a salesperson trained in technology and pedagogy to provide deep product knowledge in a user-friendly way. In a single store, different universes correspond to the main typologies of customers—students, singles, young couples, large families, roommates—helping each person choose by projecting themselves into their particular environment. Digital screens allow access to the full range of products, while refining results according to desired uses.

A store connected
to my desires

Before, during and after the visit, the digital design supports client journeys and guides their choices. Self-service allows customers to test products. A digital wall makes it possible to visualize the dimension of the products at scale 1. The varying warm spaces are clearly identified by simple and intuitive markers, surfaces covered with blue and orange, the brand colors, in the two service zones. In each of five areas: “The Beauty Bar,” “Like a Chef,” “The Laundromat,” “Connect’in” and “The Sound Wall,” guests are greeted by advisors around large comfortable shared tables that encourage connection. The spaces are animated by large gestures, such as hanging kitchen utensils, and warmed by small touches like free coffee. In a universe at the forefront of innovation and new technologies, the customer feels at home.

Boulanger Paris Opéra - Architecture intérieure
Boulanger Paris Opéra - Architecture intérieure

The Be.Bloc,
the benevolent logo
of an expert
and considerate brand

Created in 2005 by Saguez & Partners, the “Be.Bloc” logo combines Boulanger’s proximity with its customers to its job as a coach, distributor and consultant. In a block-mark shape and singular colors—a duo of Technical Gray Blue and Warm Orange—the Be.Bloc is immediately identifiable. Its shape represents the speech bubble of the brand logo, while evoking the devices of our daily life—a television screen, a Hi-Fi speaker, the touch of a computer button—products that are the strength of the Boulanger universe.