RIGBY & PELLER en LINCHERIE
RETAIL, INTERNATIONAL
Graziosi Progetti created the perfectly fitting store interior for lingerie company Van de Velde.
The Belgian Van de Velde designs and produces luxury lingerie, and sells it in its own stores – known in the Netherlands as Lincherie, abroad as Rigby & Peller. Yan Aerts, Head of Retail at Van de Velde: “We are a producer of three lingerie brands, each with its own target group: PrimaDonna, Marie Jo and Andres Sarda. In our stores we strive to present these brands as best as possible and offer a unique shopping experience to our customers. They receive exceptional service from us and always the best advice in the most pleasant environment possible. We don’t sell bras, we sell style.”
Customer journey
Van de Velde asked Nina Graziosi and Felicia Hompus of Graziosi Progetti to design the interior of their stores, as part of a renewed store concept. There were several reasons for this innovation, says Aerts: “Firstly, the customer journey has changed because of Corona. Now when customers come into the store, they have already searched online. They point to something on their cell phone and ask if we have it. And, very importantly, they want to know the story behind a product: how is it made, what about sustainability?
We also wanted to appeal to a different, younger target group. We explained to Nina and Felicia how the consumer has changed and that we wanted to offer a more inspiring shopping experience.”
3D mirror
To experience the customer experience firsthand, Nina Graziosi visited one of the stores herself. “I experienced the entire process there – how do you get in, how are you received? In a store it is not just about the design, but also about the people who work there. What I found very special was the tool that Van de Velde has developed to select the most suitable lingerie for customers: a 3D mirror that scans your body at 140 points within a minute.” Based on this, the correct size is calculated and the stylists can select the correct products from the store range on an iPad. “The fitting rooms are an important part of the store concept. We have of course kept that special mirror, but we have applied a new lighting concept, with LED strips that provide even lighting.”
This lighting not only removes disturbing shadows, but you can also create different atmospheres with it, Aerts explains: “For example, daylight for a swimsuit and more muted light for lingerie. In addition, the lighting can be adjusted to the mood.”
Round shapes
Graziosi Progetti used three zones when designing the stores: upon entering you will find a subtle display of products including seasonal items, such as swimwear. Then you enter an area that has more of a lounge atmosphere, where you can sit for a while and view information about the different brands on a screen. The third zone is a bit more private, because this is where the fitting rooms are located. The transitions between these zones are marked with arcs. Graziosi: “I found the store interiors a bit angular, so we applied more rounded shapes in the form of arcades and round or rounded display elements.” These round shapes are extended to the wall systems, which are height-adjustable for optimal flexibility. In terms of presentation, less is more was chosen, according to Aerts, “to really pay attention to the products.”
Light shades
The interior design by Graziosi Progetti offers the perfect setting for this method of presentation with soft, light tones for walls and ceilings and a chic glossy ceramic floor. Graziosi: “We opted for ceramic with a marble effect, but in a warmer shade. We have installed underfloor heating in the fitting rooms. Because this floor is easy to clean, we were able to use a light color.” This makes the room look much larger and lighter. “We even had to remove spotlights from the shopping area because it was so light,” Aerts explains, “so it is also more sustainable.”
Successful
For a perfect ambiance and a feeling of well-being, extensive attention has also been paid to non-visual input. Aerts: “Because all senses are important for the ideal shopping experience, we also used music and scent. And there is no more waiting at the cash register, because you can pay via the tablet in the fitting room. We only have tables where your purchases are beautifully wrapped.” Because the pursuit of the ideal shopping experience is successful, it becomes clear at the end of the customer journey: “Ninety-five percent of our customers with whom we have a lingerie styling session leave the store with a purchase.”
Graziosi Progetti created the perfectly fitting store interior for lingerie company Van de Velde.
The Belgian Van de Velde designs and produces luxury lingerie, and sells it in its own stores – known in the Netherlands as Lincherie, abroad as Rigby & Peller. Yan Aerts, Head of Retail at Van de Velde: “We are a producer of three lingerie brands, each with its own target group: PrimaDonna, Marie Jo and Andres Sarda. In our stores we strive to present these brands as best as possible and offer a unique shopping experience to our customers. They receive exceptional service from us and always the best advice in the most pleasant environment possible. We don’t sell bras, we sell style.”
Customer journey
Van de Velde asked Nina Graziosi and Felicia Hompus of Graziosi Progetti to design the interior of their stores, as part of a renewed store concept. There were several reasons for this innovation, says Aerts: “Firstly, the customer journey has changed because of Corona. Now when customers come into the store, they have already searched online. They point to something on their cell phone and ask if we have it. And, very importantly, they want to know the story behind a product: how is it made, what about sustainability?
We also wanted to appeal to a different, younger target group. We explained to Nina and Felicia how the consumer has changed and that we wanted to offer a more inspiring shopping experience.”
3D mirror
To experience the customer experience firsthand, Nina Graziosi visited one of the stores herself. “I experienced the entire process there – how do you get in, how are you received? In a store it is not just about the design, but also about the people who work there. What I found very special was the tool that Van de Velde has developed to select the most suitable lingerie for customers: a 3D mirror that scans your body at 140 points within a minute.” Based on this, the correct size is calculated and the stylists can select the correct products from the store range on an iPad. “The fitting rooms are an important part of the store concept. We have of course kept that special mirror, but we have applied a new lighting concept, with LED strips that provide even lighting.”
This lighting not only removes disturbing shadows, but you can also create different atmospheres with it, Aerts explains: “For example, daylight for a swimsuit and more muted light for lingerie. In addition, the lighting can be adjusted to the mood.”
Round shapes
Graziosi Progetti used three zones when designing the stores: upon entering you will find a subtle display of products including seasonal items, such as swimwear. Then you enter an area that has more of a lounge atmosphere, where you can sit for a while and view information about the different brands on a screen. The third zone is a bit more private, because this is where the fitting rooms are located. The transitions between these zones are marked with arcs. Graziosi: “I found the store interiors a bit angular, so we applied more rounded shapes in the form of arcades and round or rounded display elements.” These round shapes are extended to the wall systems, which are height-adjustable for optimal flexibility. In terms of presentation, less is more was chosen, according to Aerts, “to really pay attention to the products.”
Light shades
The interior design by Graziosi Progetti offers the perfect setting for this method of presentation with soft, light tones for walls and ceilings and a chic glossy ceramic floor. Graziosi: “We opted for ceramic with a marble effect, but in a warmer shade. We have installed underfloor heating in the fitting rooms. Because this floor is easy to clean, we were able to use a light color.” This makes the room look much larger and lighter. “We even had to remove spotlights from the shopping area because it was so light,” Aerts explains, “so it is also more sustainable.”
Successful
For a perfect ambiance and a feeling of well-being, extensive attention has also been paid to non-visual input. Aerts: “Because all senses are important for the ideal shopping experience, we also used music and scent. And there is no more waiting at the cash register, because you can pay via the tablet in the fitting room. We only have tables where your purchases are beautifully wrapped.” Because the pursuit of the ideal shopping experience is successful, it becomes clear at the end of the customer journey: “Ninety-five percent of our customers with whom we have a lingerie styling session leave the store with a purchase.”
