{"id":6851,"date":"2019-09-23T08:33:42","date_gmt":"2019-09-23T12:33:42","guid":{"rendered":"https:\/\/diverso.ca\/lancome-extraordinary-spaces-a-look-back-at-an-ambitious-project\/"},"modified":"2019-09-23T08:33:42","modified_gmt":"2019-09-23T12:33:42","slug":"lancome-extraordinary-spaces-a-look-back-at-an-ambitious-project","status":"publish","type":"post","link":"https:\/\/diverso.ca\/en\/lancome-extraordinary-spaces-a-look-back-at-an-ambitious-project\/","title":{"rendered":"Lanc\u00f4me Extra\u00d4rdinary Spaces: a look back at an ambitious project"},"content":{"rendered":"<p>In early September, Lanc\u00f4me launched the Lanc\u00f4me Extra\u00d4rdinary Spaces project, inviting the public to stroll through the semi-permanent installations created by our team on the 7th floor of Hudson&#8217;s Bay in downtown Toronto. M\u00e9lanie Vaugeois, co-founder and artistic director of Diverso Productions, talks about the artistic conception and production of these immersive pop-up spaces. <\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"s2\">How did Les Productions Diverso come to bid on this project?<\/span><\/h2>\n<p><span class=\"s2\">Over the years, Diverso has carried out several mandates for L&#8217;Or\u00e9al and the group&#8217;s various brands. As an accredited agency, we were therefore able to participate in the tender for this ambitious and inspiring project.   <\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"s2\">How did you go about budgeting for such a project?<\/span><\/h2>\n<p><span class=\"s2\">Production deadlines were tight. We therefore had to focus on the artistic aspect, while at the same time having a clear idea of the order of magnitude of the bids on offer. To dress a space of around 4,000 square feet, we had no choice but to have clear budget guidelines&#8230; Adding a portion of wall or ceiling could make a big difference!   <\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"s2\">Who did you surround yourself with <\/span><span class=\"s2\">to create all these spaces in such a short space of time?<\/span><span class=\"s2\">?<\/span><\/h2>\n<p><span class=\"s2\">I immediately thought of involving my designer friend <a href=\"https:\/\/www.thepepinshop.com\/\" target=\"_blank\" rel=\"noopener\">Lysanne Pepin<\/a>, with whom I shared the art direction. Our worlds and ways of working are different, but very complementary.   <\/span><\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-2178 aligncenter\" src=\"https:\/\/diverso.ca\/wp-content\/uploads\/2019\/09\/IMG_5749-225x300.jpg\" alt=\"img\" width=\"225\" height=\"300\"><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"s2\">What have been your biggest challenges?<\/span><\/h2>\n<p><span class=\"s2\">We had to juggle very tight deadlines, while being forced to get our proposals approved at different levels and manage deliveries from all over America. The process was often long and stressful! Approval of the 3D plans by Lanc\u00f4me and Hudson&#8217;s Bay Company took a long time, and we had to make sure we had enough leeway to produce and guarantee the finish of the elements making up the different universes. We also had to deal with a number of restrictions in terms of how the space could be dressed up, which required a great deal of creativity. We had to keep in mind that we were building immersive pop-up spaces that would allow future visitors to immerse themselves as subtly as possible in the world of the Lanc\u00f4me brand.      <\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"s2\">How did you go about integrating the Lanc\u00f4me universe into the various pop-ups?<\/span><\/h2>\n<p><span class=\"s2\">We&#8217;ve read a lot about the brand. Lanc\u00f4me dates back to 1935, so its history is rich and its products iconic! We studied its aesthetics and overall positioning. However, the client had given us very precise lines to respect for each space. That was our starting point. Then we took a step back&#8230; We had to imagine a fluid itinerary representing a journey through the Lanc\u00f4me universe. The spaces had to subtly convey the essence of the La vie est belle, Absolu Rouge, Id\u00f4le and G\u00e9nifique products. Our goal was for visitors not to feel they were in a store, but rather in a space of exploration. A magical place where the beauty of the people stands out as much as the values conveyed by the products. The Id\u00f4le fragrance, for example, is an ode to femininity, in the sense of<g id=\"gid_0\">empowerment<\/g>. It was therefore important for us to highlight certain communication axes used to market the fragrance, such as &#8220;Dream big&#8221;, &#8220;Stay strong&#8221;, &#8220;I can&#8221;, &#8220;No limits&#8221; and &#8220;We are idols&#8221;.           <\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-medium wp-image-2164\" src=\"https:\/\/diverso.ca\/wp-content\/uploads\/2019\/09\/3JON04356-300x200.jpg\" alt=\"img\" width=\"300\" height=\"200\">  <img decoding=\"async\" class=\"alignnone size-medium wp-image-2169\" src=\"https:\/\/diverso.ca\/wp-content\/uploads\/2019\/09\/JON04292-300x200.jpg\" alt=\"img\" width=\"300\" height=\"200\">  <img decoding=\"async\" class=\"alignnone size-medium wp-image-2166\" src=\"https:\/\/diverso.ca\/wp-content\/uploads\/2019\/09\/5JON04334-300x200.jpg\" alt=\"img\" width=\"300\" height=\"200\"><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"s2\">Can you give some specific examples of how branding has been integrated into scenographic elements?<\/span><\/h2>\n<p><span class=\"s2\">We put a lot of thought into how best to integrate the brand&#8217;s distinctive elements into our different spaces. The LEDs on the bubble chair, for example, recall the Lanc\u00f4me &#8220;\u00f4&#8221;. The Id\u00f4le bottle inspired the Instagram box, while the tunnel took the shape of the G\u00e9nifique bottle.    <\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-medium wp-image-2181\" src=\"https:\/\/diverso.ca\/wp-content\/uploads\/2019\/09\/IMG_8509-208x300.jpg\" alt=\"img\" width=\"208\" height=\"300\">  <img decoding=\"async\" class=\"alignnone size-medium wp-image-2171\" src=\"https:\/\/diverso.ca\/wp-content\/uploads\/2019\/09\/JON04449-200x300.jpg\" alt=\"\" width=\"200\" height=\"300\">  <img decoding=\"async\" class=\"alignnone size-medium wp-image-2183\" src=\"https:\/\/diverso.ca\/wp-content\/uploads\/2019\/09\/IMG_8604-225x300.jpg\" alt=\"img\" width=\"225\" height=\"300\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In early September, Lanc\u00f4me launched the Lanc\u00f4me Extra\u00d4rdinary Spaces project, inviting the public to stroll through the semi-permanent installations created by our team on the [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":5401,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[22],"tags":[],"class_list":["post-6851","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - 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