análisis visual merchandising, tous

•Spanish casual jewelry company

•Started in the 1920s as a family-ownedcompany, based in Barcelona

•TOUS has evolved as a global jewelry andaccessories brand

•Today, the second generation of the TOUSfamily infusing new breath into the brand whilestaying true to TOUS’ heritage of chic,sophisticated design

•The company’s trademark, a little stylizedbear, which quickly became a status symbol inSpain

260, Regent Street

London

TOUS has just finalized its entry into the London market.

LOCATION: at the junction of RegentSt and Oxford St, which is one of theworld’s most prestigious retailareas.

With more than approximately 300 mof floor space

Tous implant a new look in thisstore. It’s a CONCEPT devised bywindow-dressers, interiordesigners and designers, that havemore than 20 years of experience.

The GOAL of this new look is toconvey the value of the brand invery comfortable surroundings.

RESULT: the new store has largerfloor spaces, which allows greaterdisplay space for jewelry andaccessories, so that clients canfeel comfortable throughout thebuying process

STORE STRUCTURE

• Divided intotwo floor

• Open backwindow,showing allstructure instore

• Simplestructure

• no closedrooms, openedwalls

• loftdistribution

PROPS

Display cases tablemade of new dark

wood, with ownlighting points

The store’s priciestgoods showcased in

wall-mounted displaycases

Full-service bar(showcased-table and

chairs)

This technique bycreating a “residential”,

to make people feel athome

details

• No mannequins,jewelry hangers

• pictures of thedesigner and KylieMinoge, providingpersonality andfamily sense

• natural flowers, asfurniture

• back area,simulating a livingroom, to receive tovip customers

• bear shape in everydetail

MATERIALS AND COLOR PALETTE

• BASICLYMODERNMATERIALS

• CLASSIC SIMPLEDESIGN

• SOFT LOOK

• SOPHISTICATED

• WOOD

• SILVER

• GOLDEN

• BLACK

• …warm colors

LIGHTING, SCENT AND MUSIC

Vanilla and new woodsmelling

Soft Classical music

Soft lighting: halogenlamp, track system in

showcase area

ACHIEVEMENTS

• concept of simplicity, quality andelegance

•environment plays with all of sense

•Luxurious appearance

•Affordable jewelry pieces

• classy environment

• comfortable surrounding, to makepeople feel at home