CULDESAC creates the new vision for the recently opened TOUS flagship store in 
Madrid, as part of the brand evolution towards a fresher and more creative approach in sync with the new trends and customers habits.

Designed as a communication tool, the new store on Serrano 50 in Madrid introduces a disruptive layout enhancing the product storytelling and the user experience for both the traditional target and the next generation of customers. 

Taking inspiration from the magazines´ language, CULDESAC´s concept 
replaces the traditional exhibitors and its "broken" display with an upright, 
continuous storytelling design integrated into the architecture providing an 
immersive, seamless and ergonomic user experience; more aligned with the 
current way people buy. 

The two-speed in-store journey
The store includes two purchase speeds addressing different customer’s needs:

1. At the entrance, a surrounding digital area called "Saturn" works as a 
dynamic stage full of visual merchandising introducing trends and showcasing 
TOUS evolution. Like a billboard inviting customers to get immersed into the 
brand, this area was designed to engage with a new target embracing a much 
faster and impulsive purchase. 

2. At the back, a dedicated area for the traditional target including classic 
jewellery invites to a much slower purchase experience full of useful information 
about the product.

The design promotes a fluid but warm interior space connecting zones and 
inviting customers to a non-stop discovery walk-in through the entire store.
TOUS Serrano 50 is the first store designed by CULDESAC as part of a 
strategic vision to be implemented in future stores globally. By challenging the 
traditional jewellery model and the customer's relationship with the product, the 
design succeeds in taking this brand to the next level.