Men’s shopping behaviour cannot be modelled on women’s, so W designed Célio stores that are more functional and experiential. The space is now divided into two different areas to make the offer easier to understand: the Essentials, men’s wardrobe basics, presented on bookshelf-type displays; and the Collections, for style and trends. Throughout the shopping experience, customers receive various personalised advice (real and virtual) to help them understand the trends and find the products that suit their tastes and physique. The new store design has reinstated Célio as a destination brand while moving it upmarket.
What : Merchandising, architectural concept
When : 2013