Canadian female retailer Ardene has launched a new store format in Quebec, signalling the dawn of a new era for the brand. Designed by Dalziel & Pow, the store design and brand centre around three key pillars: Never Stand Still, Attainable Style, Limitless Inspiration. Ardene caters to a broad range of girls and women between the ages of 10-40, but has begun to transition into the trend-driven, socially connected world of the Generation Z consumer.
Ardene is no stranger to revitalizing its brand identity. Through a refreshed personality, vibrant tone of voice and unashamedly fun visual language, this latest evolution of the brand captures a sense effervescence. The retailer has truly embraced what it means to be young, confident and full of life today.
Spread across 1,393 sq m, the store is designed to foster a welcoming and familiar atmosphere that puts experiential retail at its heart. The space, designed to be the ultimate BFF hangout space, will eventually host events and pop-ups like in-store fashion makeovers and personalisation services.
The store’s pastel palette echoes the hues that populate Gen Z social feeds. For example, the ombré walls that fade between shades of pink and blue. The departments are defined by modern and sculptural architecture, such as angular pop-ups, geometric luminaires and structured merchandising systems that enliven the expansive space.
Pegboards and visual merchandising sets are awash with signature vivacious colors, bold abstract graphics, collages of inspiring fashion photography, and the brand’s distinct tone of voice. Ardene’s own whimsical Babemojis, available to download from the app store, are also peppered throughout the space.
A multi-channel concept, the store works in unison with the recently redesigned website and social channels. Digital elements, such as the high-impact screens at the entrance, cash desk, and in the hangout space have also been introduced.
Several stores of the same design have already been constructed, with more slated to open in 2018. With this directional new concept and focus on experiential retail, Ardene has ensured its stores will be a go-to destination for the next generation of consumers.