La Vie en Rose

Lingerie and nightwear retail franchise

Concept store / Montreal / 2017 / Environmental designer / TUX

Part of a pitch for the rebranding of a franchised retailer, this exercice was a 360º project, where brand strategy, graphic design and environmental design were explored.

The main challenge for the retail design was to work with the curent operational framework, some existing finishes and fixtures, as well as the existing store layout.

The objective in the re-branding of La Vie en Rose, which is a well-established brand for lingerie and nightwear, was to focus on womanhood and body positivity. We aimed at putting aside the unobtainable sexy lingerie model image. Instead, we embraced women’s differences in terms of shape and body, and focused on the fit of the lingerie wear - hence the tag phrase “Simply closer to you”.