Pursuing a strategy that transcends the use of digital as a simple tool or tactic, France’s Galeries Lafayette is creating a new kind of retailer that unites the digital and physical worlds to ensure a more authentic,...
Articles
Paris Catacombs rebrand brings skulls and crossbones to the surface
Paris introduces a brand for its underground ossuaries, showing creative use of negative space. With a project conceived by French design agency Mo-To, the Paris Cata...
Disconnect between external and local identity for French place brand
As the capital of the quiet and rural Nièvre Department in central France, Ville de Nevers is a town characterised by its mediaeval and Renaissance heritage. Acclaimed for its art, architecture and rich history,...
Far from home
Brands operating in regions that are not their home territories can face challenges when appealing to local markets. This extends from design to implementation to marketing. Hassan Butt analyses the ways in which bran...
France: No more frosty welcomes
As France launches an expensive effort to end its reputation as one of the rudest places to holiday, we take a closer look at the nation brand described as a paradox....
Transavia places hospitality at the heart of its new brand
Low-cost airline, Transavia, is looking to grow in size and become Europe’s leading airline in hospitality. It has rebranded with the help of two Dutch agencies, Mirabeau and Studio Dumbar. The new strategy has identified the hospi...
Orange brand continues international growth
By Amelia Gundersen-Herman French telecoms conglomerate, Orange SA, formerly France Télécom SA, is in the process of acquiring Moroccan mobile network operatorMédiTélécom (Méditel). Following the deal the company will be rebranded...
Raising the black flag: Carre Noir’s CEO interviewed
This year Christophe Fillatre celebrates his tenth anniversary at Carré Noir. Andrew Thomas caught up with the president of the personality-driven French brand agency....