Following the first evolution of its store concept towards Feel Good, Jules wanted to take the next step and give stronger physical expression to its brand platform: a positive, accessible and committed brand, acting as a true “style sparring partner” for men.
Six months after the launch of the concept, several areas and key moments of the customer journey still needed to be challenged to increase desirability, clarity and efficiency, while meeting the operational requirements of a retail network: merchandising capacity, modularity, omnichannel integration and cost control.
Rather than starting again from scratch, retail3D worked through targeted evolutions, in dialogue with the existing Feel Good codes. The façade, event pop-up, Look Mood areas, Classic Contemporary and Le Parfait zones, fitting rooms and service area were all reworked to strengthen the Jules identity and create a more dynamic customer journey.
The design introduces stronger brand markers — signature green, brushed metal, wood, translucent finishes and recycled materials — to bring more contrast, warmth and personality, while maintaining modularity and merchandising efficiency.
The experience was also redesigned to better express Jules’ role as a style partner: stronger presentation of looks and signature offers, more welcoming fitting areas, improved visibility of services and more seamless integration of omnichannel touchpoints.
retail3D then managed the adaptation of the concept to both pilot stores and their delivery, from preliminary design and permits through to detailed design packages, cost management, partner coordination, construction supervision and handover.
Two pilot stores in Roncq and Villeneuve-d’Ascq that bring a more accomplished expression of the Feel Good concept: more distinctive and welcoming, while also clearer in terms of merchandising, services and customer journey.
An evolution demonstrating that it is possible to significantly strengthen the experience without reinventing the entire concept, by focusing design where it creates the most value — and carrying it all the way through to implementation.
Evolving without changing everything: more brand, more experience, more efficiency — from concept to construction.
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