Ardene Targets Gen Z in Saint-Jérôme
Canadian fast fashion retailer Ardene’s latest store, in Saint-Jérôme, Quebec, is a new concept for the brand that targets the socially connected Generation Z.
To this end, the single floor 15,000 sq ft store space has ‘the ultimate hangout space’ according to Dalziel & Pow, the design consultancy that worked on the project. Practically, this means a flexible layout where events and pop-ups such as in-store fashion makeovers can be quickly realised, as well as a raft of personalisation services.
The store features a pastel palette with ombré walls that fade between shades of pink and blue and departments that are defined by sculptural architecture, such as angular pop-ups. Pegboards and visual merchandising sets are also given vibrant hues, alongside collages of fashion photography, all of which contribute to a distinctive tone of voice.
This is a multi-channel concept that 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.
Ardene intends to roll the design out to further stores in 2018.