DESGRIPPES GOBÉ REVEALS THE DEVRED PERSONALITY IN A RESOLUTELY MASCULINE AND CONTEMPORARY SPACE

Desgrippes Gobé reveals the DEVRED personality in a resolutely masculine and contemporary space

(Paris, January 2005)

By placing men at the heart of the concept, Desgrippes Gobé has created the DEVRED dressing room, a contemporary, elegant and comfortable space.


Desgrippes Gobé, the leading  image and brand management consulting agency, focused on the values of the brand's products - tradition, modernity, attention to detail, elegance and know-how - to design the new store and transform Devred from a store name into a brand.

By creating the Devred dressing room, a resolutely masculine and contemporary space, yet one that is also friendly and comfortable, Desgrippes Gobé highlights the three Devred collections (neo-classical, urban wear and sportswear).
In the display window "attitude mannequins" show men in different lifestyle settings (day, week-end and evening).

Inside the store, discreet, quality furnishings bring life to garments: they are casually placed in an open chest of drawers or displayed on shirt lecterns, neckties are presented in trays and clothes are in hanging boxes, or spot lit.
For extra comfort the agency took special care with the dressing rooms. They are all spacious and furnished with a large mirror and armchair. Men's intimacy is respected with doors rather than the traditional curtains.

In the heart of the store there is a specially designed "relaxation space". Warm orange and brown hues make a cocoon that is isolated with a leather folding screen inviting clients who want to rest to relax in an antique armchair upholstered in a modern fabric.
Desgrippes Gobé pushes the concept to its limit and makes the client the main actor of the boutique.

Desgrippes Gobé signs an original concept and offers to Devred a mature brand with a national scale.