The Mission :
In the context of research carried out co-exclusively by Draco Partners, on behalf of the Société Foncière Lyonnaise (SFL), develop a marketing strategy for these unique commercial premises of 3,520m² on three floors. This project had been launched prior to the modernisation of the “Galerie des Champs Elysées“, situated as part of the ground floor and basement of the building, which will constitute to being one of the points of access into the store.
The Solution :
In 2006, Draco Partners short-listed and approached a selection of major national and international brands in search of opening their Flagship store on the most expensive high-street in Europe, amongst strong players and confident enough in the future for launching this project likely to succeed in the years to come (the total process duration was expected between 3 and 4 years).
The Result :
Numerous suspensive conditions were raised during the administrative process achieved between 2006 and the end of 2009. The brand H&M, established by Draco Partners, decided to make this Parisian store it’s flagship in France, relying in particular on the specific architectural concept of the store, created by the famous architect Jean Nouvel.
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