We’ve created a brand new concept for French retailer Leroy Merlin, offering customers a complete ‘store of solutions’ for all their DIY projects.
The challenge was to create a concept that delivered a warmer ‘in the home’ feel to the deco department whilst retaining the credibility of the fixing and maintenance department. Leroy Merlin has long been known for its comprehensive product range, but now the newly-built 100,000sqft store in Le Havre, France not only offers people the materials they need, but all the inspiration, services and education to make their DIY dreams a reality.
A large scale deconstructed house and garden at the front of the store makes a bold introduction, showcasing a different solution idea for each room. An expressive mix of visual merchandising and storytelling creates an unexpected yet dynamic statement.
Moving away from the previous promotion-driven, Leroy stores, the new store has more personality, achieved through a new palette of materials and a complete redesign of all the instore communication from navigation, to pricing, photography and illustration styles. Products are displayed within a series of Ateliers – practical workshops staffed by artisan makers – and Boutiques, each with its own distinctive look and theme. For instance, an Atelier might be dedicated to glass cutting or picture framing; a Boutique for wallpaper or fabric.
There’s a strong emphasis on customers testing, touching and trying things out for themselves. A School of DIY teaches everything from how to plaster a wall to installing decking, with separate classes especially for kids, while workbenches are available to hire for those who already have the skills and materials. Visitors can read around their project in the new design library, and refuel in the homely, cosy café. In addition to the launch in Le Havre, Leroy is trialling aspects of the concept in its other store locations, including Paris.
Design: Dalziel & Pow