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By the ear

People visiting the Citadium store on rue Caumartin are sure to spot its new event space on the second floor, designed to host (as soon as the health crisis is over…) talks, differentprograms, mini performances and signing sessions, broadcast live on the store’s screens and website. These sixty square meters imagined in collaboration with various media partners—especially targeting “Gen Z”—will also house a sales area bringing together t-shirts and vinyls of various groups as well as hi-fi equipment…

Brands have always dreamed of their stores as meeting places. Some have chosen to open a bookstore or a café, easy to set up and always a bit surprising. Others have imagined what they call, somewhat bombastically, “a village square”, a sort of multi-purpose space in the heart of a sales area, between a meeting point and an event space designed to host small producers, book signings and current events. The formula appeals to both customers and partner brands…

We have also seen the appearance of restaurants in stores, an option that is always a little tricky to implement, but whose future seems secure, given that cooking has taken the place traditionally occupied by fashion in our minds and budgetary choices. Won’t the future Dior flagship on Avenue Montaigne have an 80-seat restaurant, which should be run by the chef Jean Imbert, a true media icon? With its studio located in the heart of its store, Citadium confirms that tomorrow’s business cannot be considered without music, both capable of uniting sub-communities with identifiable dress codes and of conferring to its offer a coolness—now synonymous with modernity. Citadium doesn’t wish to be perceived as a place which “plays music” (too trivial), but as a place “dedicated to the musical culture”. Hence the creation of a studio to host artists and give life to meetings of all kinds. The most effective way to catch Gen Z is by the ear.

So What ?

Tomorrow’s stores will be meeting points for their different customer communities. Destination places where the product offer will express the codes of each of them.

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