Fnac/Darty entrusted Intangibles with the creation of its new Darty’s shop-in-shop concept for Household appliances. The challenge was to bring life to the retail brands’ collaboration inside a 200 to 600m2 area, gathering slightly different universe. The agency choose to stage Darty’s expertise from the angle of leisure and pleasure, and to find a common language to the various brand and products universes. A Darty branded red-arch allows to highlight the passage from Fnac world to the shop-in-shop merged one. Wooden Pegboards, expressing both Darty’s expertise, Fnac’s playfulness and domestic environment, are the governing principle of the Shop-in-Shop.
Not only it supports POS display and signage, but also it allows to distinguish the two main product categories with simplified codes : white for Wellness/Beauty section and black for Kitchen section. Fnac furniture was customized to create a warmer environment, while integrating Darty’s light boxes for more visual impact and modernity. Floor and ceiling were improved to create a boutique-like feeling.
The first Shop-in-shops already opened in Reims, Bordeaux, Lille and Toulouse, and Fnac/Darty plans to roll it out in about 20 others shops in 2018.