Vienna luxury lifestyle, all in one place – shop your own style
Grand Palais is… sublime on the outside like the historic architecture of its building; contemporary on the inside, with luxury brands adorning elegant window displays; traditional like the marble stone of the floors; crisp in its brand vision, and the way we think – driving our customer experience to evoke uplifting emotions of joy and excitement. Grand Palais mixes the great traditions of the historic city outside, with that sparkly, fresh and unique, quarterly changing new outfit inside.
The use of a monogram is increasingly popular for luxury brands. These simple identifiers become iconic through associations with aspirational lifestyles. Our monogram is: elegant, unique, iconic, refined.
Sourced photographs illustrate the brand purpose with aspiration models in settings of indulgence and grandeur. These appeal to our demographic; the luxury set, the it girls and the men about town, the movers and shakers – they inspire an outward display of excess. The abstract glamour photography is more about the idea of indulgence; striking images that speak of a deeper expression of self, paired with the promotional tagline: ‘shop your own style’.
The monogram has been turned into a repeating pattern accompanied by the crest of Vienna; a simple coat of arms deeply associated with the city. Patterns like this are often seen in luxury fashion brands and can be applied to a variety of products. In our case it is applied to wrapping paper and packaging for the various self-managed outlets within the mall – this brings continuity and an opportunity to create brand recognition in the retail space.
‘Kaufen Sie Ihren eigenen Stil’ or ‘Shop your own style’ is applied to striking outdoor promotions; billboards on the Vienna transport system; vertical poster units around the city centre; and window coverings around the shopping mall itself, as well as other key locations selected to drive brand discovery and recognition; creating a buzz about the new vision for Viennese luxury retail.
