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17/07/2007
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Casino gets in on design
When people talk about the democratization of design, the word can now be taken literally. The Géant Casino chain of hypermarkets is creating a new brand, “Inspirations DESIGN”, with an exclusive collection of limited-edition contemporary objects that combine aesthetics and functionality
The Parady sunbathing chair and the rotomolded plastic Klubb armchair, which transforms into a stool, will be sold in the group’s 110 hypermarkets. “Major chain brands have to strike out and innovate in order to meet the expectations of consumers, who are looking for exciting new products and attractive pieces,” analyzes Valérie Werthmuller, the head of non-food marketing. And this is only the beginning. “The brand will cover new areas and focus both on young people’s living spaces and seniors.” A dozen products will be launched, and this move toward innovation will continue in 2008. The “In Process” design studio will take on that ambitious mission.
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(Fonte de informação: Maison Objet Presse)
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