In a transforming cultural context, Decître called in Intangibles to rethink its store concept. There was a double purpose to it : bring more pleasure, comfort and complicity in Decître experience, but also ease at most the access to products. The result : an open and more readable façade, a clear signage and a strong enhancement of pedagogy and advice, thanks to service points indicated by the distributor’s red color.

As Decitre was a digital pioneer in its sector, a focus was put on electronic books enhancement, visible from the entrance and displayed in free-testing in a dedicated space conducive to reading. Every opportunity was taken to affirm the store commerciality : simple and adaptable furniture, communicative posts, screens to direct through the store, and smart merchandising.