On the occasion of the opening of its 100 m² flagship store at 18 rue Vieille du Temple in the Marais, the challenge was multifaceted: to design a 100% eco-designed and highly experiential store concept, capable of strengthening customer engagement through service… while laying the foundations for a modular and scalable retail concept, replicable internationally.
A true change of scale for the brand, in the very neighborhood where Cabaïa had opened its first permanent store (32 m²) in mid-2021.
The Define & Design teams carried out a true co-construction process with the internal teams (founder, merchandising, operations, marketing, works) to bring to life an immersive, dynamic, modular, and responsible space that embodies the brand’s values: sustainability, humor, and ingenuity.
We redesigned merchandising around flexible scenographic modules, recyclable ash wood furniture assembled with custom-designed metal joints, and educational signage.
Two “custom bars” invite customers to personalize their bag or pouch (patches, embroidery, clip-on modules), while a second-hand area highlights repair and reuse.
And… the cherry on the backpack: a collaboration with FabBRICK gives a second life to 45 kg of unsold bags, transformed into decorative bricks.
Finally, experiential elements anchor Cabaïa’s identity: a community photo booth, a pivoting mirror to test backpacks when worn, and a metal structure inspired by aircraft templates to check cabin baggage compatibility.
A 100 m² flagship that combines premiumization, user enjoyment, and environmental consciousness. This new retail concept serves as an innovation laboratory in the Marais, with a clear ambition: to accelerate the brand’s retail development and roll out a standardized concept in France and internationally — stores, wholesale corners…
CABAÏA has just been awarded the Special Jury Prize at the 23rd edition of the Briques d’Or organized by the Club Enseignes & Innovation.
