From the pages of Images Retail (June 2009)

Aépure, Paris

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With the launch of Aepure last month, a breath of fresh air is blowing through the world of cosmetics retail in Paris. Liking simplicity, spontaneity, true stories, a young entrepreneur decided to leave his job as manager for a large international cosmetics company, in order to share with French consumers, “the best market in the world”, the creative and innovative brands he discovered in the course of his many trips abroad. For this atypical concept’s first store, retail design firm Saguez & Partners has given it the personal and original feel of a magazine. Entering 35 Rue Guénégaud in Paris is like going behind the scenes of a catalogue store: wake up your senses, turn the page: lots of new things to see!

New products, trends, discoveries...
Go behind the scenes of magazine editing. The window, like the cover of a magazine, sets the tone of current trends and invites you to turn the page, to push the door. In the central area, the “Editorial” presents the theme of the moment. Products are presented here on compressed paper stacks or in large, library style, shelving units, on which short articles are written. Each space is introduced by a shopping page, which highlights the products through a themed angle, a guest or a brand… Post-its with “Exclusive”, “Must-have product”, “Favourite”, “Essential”, etc. -- phrases written even on the walls, guide the customer in her choices and put the accent on a selection of flagship products and worlds. Customers are invited to discover the products for themselves, to test them, to smell the perfumes. In veiled reference to studio shots, the window lighting “shoots” the brand on view beneath spotlights. The spontaneity, friendliness and values of the team heading the production of this magazine can be felt everywhere.



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