Ova Design has worked hand-in-hand with the Palais des Thés, accompanying them in their evolution by redesigning the boutique in Paris’ 3rd district. This mock-up is a success for the overall design, which is in harmony with the brand’s new positioning, “Vivons le thé”. The Ova Design agency specialises in retail design. It was thus able to showcase all its talents for the famous tea company, from product design to the commercial interior. Ultimately, the Ova Design concept will be applied to all the company’s outlets, some 32 boutiques.
Using the senses to discover tea, thanks to optimised ergonomics
The Palais des Thés asked Ova Design to give their boutiques a new identity in December 2013. The agency thus created a made-to-measure retail concept for the brand, which was aiming to make the in-store experience more in harmony with its philosophy regarding tea: stimulating the senses of curious visitors or connoisseurs through scent, making it fun to discover new teas thanks to merchandising, and promoting the redesigned products. The agency also optimised the commercial interior by creating movable, ergonomic furniture to enhance the fluidity of exchanges between sales staff and the clientele. Even the famous “loose” tea box has been redesigned!
Hugues Simon, Retail Design Manager, explains, “Based on the fact that we were in tune with their vision, the Palais des Thés told us of their desire to bring their new essence brand, “Vivons le thé” (For a life break, have a tea break) to life in their boutiques. Working together on the concept gave rise to the transformation of the boutique in rue Vieille du Temple in Paris. We started with tea and the values it represents, and we projected the tasting experience by connecting the boutique’s interior to that of the home. It is now an invitation to take one’s time and discover the multitude of flavours in this ancestral product”.
Benjamin Sabourin, the Director of Ova Design, continues, “What the Palais des Thés liked is how easy it is to project ourselves into the daily lives of the key players for the brand: clients and personnel, as well as how they move around the interior, and their curiosity regarding the products on offer – all whilst imagining client interaction areas. We spent a long time observing people and their habits in several boutiques, helping us to identify their needs for better ergonomics on a daily basis. Each stage in the transformation of the boutique was designed to express the “tea at home” idea (attention to detail, finishings, choice of materials). The retail concept we have developed for the Palais des Thés will now be used in the brand’s new boutiques and store renovations and, soon, interactive tools will be installed to provide better understanding of the teas on offer. “
About Ova Design
OVA DESIGN is situated on the outskirts of Paris and Montpellier. It is an agency specialising in industrial product design and the creation of interactive interiors focusing on user experience. The agency accompanies its clients from market research to the completion of their projects. Since the agency was founded in 2008, it has worked in close collaboration with a range of choice partners, thus covering project development, creation, manufacture and commercialisation. From around thirty regular clients and more than 110 completed projects, the agency has worked with the Nature & Découvertes chain, developing an interactive interior in Levallois Perret where clients can discover the brand’s ecosystem through an interactive area equipped with an iPad. It has also worked for Via innova, a business accelerator in Lunel-Viel (scenography for a 400m2 interior, adapting the interiors to the acceleration programme) and the Palais de la Découverte (designing the layout for an exhibition). In addition, the agency has designed products for the following brands: Vittel, Pierre Fabre and the Lyonnaise des Eaux.