Chantelle is a French multi-brand lingerie retailer who came to us to create a unique store concept, encompassing all of the Chantelle labels. The first implementation of this concept has launched in Milan.

The brief was to convey Chantelle’s knowledge and history within corsetry design by using atelier and workshop references, as well as making it feel clean and contemporary to engage new customers. Chantelle’s desire was also to move away from compartmentalising its corsetry by interspersing it with daywear and loungewear, collating themes rather than product types. The focus here was on layering, concealment and atelier.