Galeries Lafayette Champs-Élysées

Digital BrandingVirtual ArchitectureStrategy2019
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3D Mascot to embody a concept store on the online space?

Early in 2018 DVTK began collaborating with the in-house digital team at Galeries Lafayette Champs-Élysées on an unprecedented retail concept. The concept proposed to reposition Galeries Lafayette by proposing a new take on the “Store of the Future”.

Instead of imagining a space where people in-store would be replaced by robots or screen interfaces, Galeries Lafayette wanted to take advantage of the digital to assist humans – instead of replacing them. In a world where digital and physical are now blended, we strongly believe that this “radically human” philosophy makes total sense.

From the initial UX design to building the .com website, our approach followed the same path – aiming to avoid building a cold, technological interface, but rather trying to bring emotions and playfulness online.

Collection of gif animation we made for social channels

Ely’s changes with the concept store’s color palette

A teaser website was showing the ‘genesis’ of the mascot

The mascot turns into a different shape for each section of the website

Floorguide section

Interviews section

Galeries Lafayette Champs-Elysées’ website showcasins interviews of thei personal stylists

Earth-day new skin: the mascot and its environment changes for specific in-store events

We created interviews between the personal stylists and the mascot