Carving the new TOUS jewel: a new flagship retail experience.
Positioning a small local family brand in the vanguard of the coffee sector.
Develop a new concept retail experience for TOUS.
Generate an strategic design process shaping the operating system of the new retail experience.
Guide the creation of new interfaces for the transmission of the meanings and value of the product and the brand.
Curate and lead the selection process of the partner destined to make the architectural proposal of the space a reality.
A new concept of flagship retail experience for TOUS in the heart of Calle Serrano in Madrid. Designed to bring to the physical universe the solid commitment of the brand for an evolution guided by contemporaneity, innovation and connection with the new dimensions and demands of the target, key pillars of TOUS identity.
Nadie shaped the operating system of the brand’s new retail experience, generating a strategic design process that established everything that needs to be defined before spatial, physical development enters the scene. Because the current challenges of retail transcend aesthetics and fully connect with the dimension of service or the digital experience.
That is why this new retail concept is based on building a new personal connection with the brand: its product, its values and the people behind them. Opening new pathways to sensoriality: to new ways of capturing, of feeling the essence of the brand projected from current codes. Designing a multiplatform interaction profile, a new dramaturgy, enriched by the design of new seller roles, attitudes and emotions.
In addition to designing the operating system intended to guide this new reality of the brand, Nadie curated and directed the selection process of the architectural proposal for the space, in a process that brought together five of the most prestigious and innovative studios on the architecture scene. In our country. The team finally selected was Cul de Sac, authors of a highly scenographic proposal that knew how to capture and further the demands of the project, multiplying the narrative opportunities of the space and its interaction models.