{"id":14132,"date":"2026-04-13T14:27:55","date_gmt":"2026-04-13T12:27:55","guid":{"rendered":"https:\/\/www.optimalways.com\/2026\/04\/visites-carrelage-des-champs-elysees-quand-lia-accelere-et-que-le-retail-redevient-humain-jeudis-de-la-retail-tech-mars-2026\/"},"modified":"2026-09-02T09:32:55","modified_gmt":"2026-09-02T07:32:55","slug":"visites-carrelage-des-champs-elysees-quand-lia-accelere-et-que-le-retail-redevient-humain-jeudis-de-la-retail-tech-mars-2026","status":"publish","type":"post","link":"https:\/\/www.optimalways.com\/en\/2026\/04\/visites-carrelage-des-champs-elysees-quand-lia-accelere-et-que-le-retail-redevient-humain-jeudis-de-la-retail-tech-mars-2026\/","title":{"rendered":"Visites carrelage des Champs-\u00c9lys\u00e9es : quand l\u2019IA acc\u00e9l\u00e8re\u2026 et que le retail redevient humain"},"content":{"rendered":"

For its March 2026 edition, Les Jeudis de La Retail Tech<\/a> decided to step outside its usual framework to observe retail where it truly comes to life: out in the field. For one morning, Rue de Valois gave way to an immersive experience in the heart of Paris, carefully curated by Mike Hadjadj \ud83d\udecd\ufe0f<\/a>, Barbara SARRE-DEROUBAIX<\/a>, and Nicolas Diacono \ud83e\udd16\ud83d\udecd\ufe0f<\/a>. <\/p>\n

The event was held at Fouquet\u2019s<\/strong> on the Champs-\u00c9lys\u00e9es. More than just a starting point, this iconic Parisian landmark\u2014at the crossroads of cinema, history, and the French art of living\u2014gave this off-site edition a very special atmosphere. A symbolic setting to kick off a stroll marked by inspiration, experience, and a focus on new expressions of retail. <\/p>\n

\ud83c\udf35 SXSW 2026: AI is accelerating everything, and people are once again becoming the real strategic focus.<\/h2>\n

Before starting his shopping tour, Nicolas Diacono \ud83e\udd16\ud83d\udecd\ufe0f<\/a> shared his experience at South by Southwest, a series of music, film, and interactive media festivals that has been held annually since 1987 in Austin, Texas.<\/p>\n

One message stands out very clearly: the issue is no longer just what AI can do. The real issue is how its rapid advancement is changing our organizations, our habits\u2026 and our relationship with other people<\/strong>. <\/p>\n

\ud83e\udd16 AI has become a political issue<\/strong>. The debates extend far beyond technology: surveillance, weaponization, dependence on platforms, economic impacts\u2026 Choices about tools are also becoming societal choices.<\/p>\n

\u2699\ufe0f AI agents are already changing the game<\/strong>. We are entering a world where agents can perform tasks 24\/7. The issue, therefore, is no longer just the adoption of AI tools, but how to rethink the organization of work<\/strong> between humans and agents. <\/p>\n

\ud83e\udde0 The risk isn’t just technical\u2014it’s also emotional<\/strong>. As AI becomes more conversational, more \u201chuman,\u201d the issue of anthropomorphism takes center stage. Trust, attachment, dependence: we\u2019re already projecting a great deal onto these tools. <\/p>\n

\ud83d\udc65 In response, the community is regaining value<\/strong>. In an increasingly automated world, the brands that stand out are those that build connections, create cultural norms, and foster a sense of belonging.<\/p>\n

\ud83c\udfec And that\u2019s where retail becomes strategic again<\/strong>. The store is no longer just a place for transactions. It can once again become a social, cultural, and relational space<\/strong>. In short, a space where the brand creates something more than just a purchase: a human experience. <\/p>\n

\ud83d\udc49 In short: the more automated business becomes, the more differentiation depends on culture, community, and human connection<\/strong>.<\/p>\n

A wonderful introduction before we start our shopping tour!<\/p>\n

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\u2615 Bacha Coffee: When Retail Becomes a Sensory Journey<\/h2>\n

The first stop on this off-site tour: the brand-new Bacha Coffee flagship store<\/strong> on the Champs-\u00c9lys\u00e9es. And to say the least, the experience lives up to the hype. <\/p>\n

Founded in Marrakech in 1910, Bacha Coffee<\/strong> was built on a strong promise: to take its customers on a journey through a selection of 100% Arabica<\/strong> specialty coffees from the world\u2019s finest origins. Today, the brand offers more than 200 varieties from over 35 coffee-producing countries. <\/p>\n

Relaunched in 2019, the brand rapidly expanded its international presence (Hong Kong, the Middle East, Asia) before opening its first European flagship store in Paris<\/strong> in 2025.<\/p>\n

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The space elegantly reinterprets the spirit of Dar el Bacha<\/strong>, its original palace in Marrakech: red-ochre tones, black-and-white checkered marble, geometric latticework, and carved cedar woodwork come together to create an immersive, refined, and instantly recognizable setting.<\/p>\n

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\ud83d\udc49 A great example of experiential retail, where the space doesn’t just sell a product, but creates a true sensory and cultural journey centered on coffee.<\/p>\n

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\ud83c\udfdb\ufe0f Retail on the Champs-\u00c9lys\u00e9es: When a Flagship Store Becomes a Destination in Its Own Right<\/h2>\n

The tour then continued to the new RH flagship store<\/strong> on the Champs-\u00c9lys\u00e9es, which opened in September 2025. With this RH Gallery<\/strong>, the California-based home furnishings brand\u2014formerly Restoration Hardware\u2014has made a spectacular debut in Paris in a space designed to be much more than just a store. <\/p>\n

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Located on the site of the former Abercrombie & Fitch store, the concept makes an impressive first impression: a monumental entrance gate, a landscaped walkway, striking architecture, and spacious interiors\u2026 all come together to turn a visit into a truly memorable experience.<\/p>\n

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Spanning several floors, RH presents a hybrid space that blends furniture, decor, an interior design studio, a design bookstore, bars, a restaurant, and a rooftop terrace with views of Paris<\/strong>. The space caters to both individuals and professionals, offering tailored guidance and personalized design solutions. <\/p>\n

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This flagship store perfectly exemplifies a major trend in premium retail: creating spaces where people come not only to shop, but also to find inspiration, plan, have lunch, stroll, and experience the brand<\/strong>.<\/p>\n

\ud83d\udc49 A great example of a place where retail meets design, hospitality, and the art of living.<\/p>\n

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\ud83d\udcf8 Monoprix Champs-\u00c9lys\u00e9es: A Concept Designed for Tourists, Combining Services, Brand Image, and Heritage<\/h2>\n

The tour continued at the Monoprix on the Champs-\u00c9lys\u00e9es<\/strong>, a store designed primarily for an international clientele. There are no groceries here: the selection focuses on fashion, home decor, and beauty<\/strong>, spread across 2,000 m\u00b2 on three levels<\/strong>. <\/p>\n

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The concept focuses on a more premium approach, featuring a sophisticated design, a strong visual appeal, and a wide range of services: concierge services, click-and-collect, an app to skip the checkout line, connected fitting rooms, on-site alterations, beauty consultations, hotel delivery, and key storage.<\/p>\n

Everything is designed to offer a seamless, convenient\u2026 and very Instagram-worthy<\/strong> experience.<\/p>\n

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Another striking feature: in the basement, an impressive vault door<\/strong> serves as a reminder of the building\u2019s history, as it once housed the headquarters of the First National City Bank. This architectural remnant lends the space an unexpected sense of heritage. <\/p>\n

\ud83d\udc49 An interesting example of a brand that tailors its concept, services, and presentation to a location as strategic as the Champs-\u00c9lys\u00e9es.<\/p>\n

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\ud83d\udc0a Lacoste Arena: A flagship store designed as a space for self-expression<\/h2>\n

The next stop on the tour offers a change of scenery: the Lacoste Arena, located at 50 Avenue des Champs-\u00c9lys\u00e9es, on the site of the former Gaumont movie theater, in a building owned by the Seydoux family, which controls the movie giant.<\/p>\n

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Opened in 2022, this 1<\/strong>, 600 m\u00b2<\/strong> flagship store showcases the Lacoste universe as a bridge between sports, fashion, and design<\/strong>. Tennis, golf, padel, fitness apparel, footwear, and ready-to-wear for women, men, and children make up a comprehensive collection that stays true to the brand\u2019s DNA. <\/p>\n

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The space was designed to be a truly immersive experience, featuring several signature areas, an immersive tunnel, an interactive sports room, and on-site customization services\u2014all of which have become essential at this type of venue.<\/p>\n

\ud83d\udc49 More than just a store, Lacoste offers a vibrant space where performance, elegance, and innovation come together in a setting tailored to the Champs-\u00c9lys\u00e9es.<\/p>\n

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\ud83d\udc0a Caf\u00e9 Lacoste: The Brand Expands Its Reach into Lifestyle<\/h2>\n

The tour continued with a visit to the very first Caf\u00e9 Lacoste, located on Franklin Delano Roosevelt Avenue, a few hundred meters from the Lacoste Arena.<\/p>\n

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With this new location, Lacoste is expanding its brand universe beyond traditional retail, fully embracing the lifestyle and hospitality<\/strong> sectors. In a 100-square-meter space featuring the brand\u2019s signature aesthetic\u2014deep green, off-white, terracotta accents, and tennis-inspired lines\u2014the brand offers an experience consistent with its image. <\/p>\n

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The menu was designed with both Parisians and tourists in mind: specialty coffee, creative lattes, signature drinks, pastries featuring the brand\u2019s iconic symbols, takeout items, and Lacoste-branded merchandise come together to create a space that is accessible, stylish, and highly \u201cbranded.\u201d<\/p>\n

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\ud83d\udc49 A good example of a brand that seeks to become part of its customers\u2019 daily lives by transforming its brand world into a true living space.<\/p>\n

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\ud83d\ude97 The Renault Parade: When Cars Take the Stage on the Champs-\u00c9lys\u00e9es<\/h2>\n

The tour continued at the D\u00e9fil\u00e9 Renault<\/strong>, located at 53 Champs-\u00c9lys\u00e9es, a space designed by Franklin Azzi that marks a new chapter in the brand\u2019s presentation.<\/p>\n

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Designed as a hybrid space combining a showroom, an event venue, and a retail outlet<\/strong>, the concept features a permanent vehicle display, a central plaza for conferences and broadcasts, as well as a full range of services related to purchasing, financing, leasing, and after-sales support.<\/p>\n

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With its name \u201ccarwalk\u201d<\/strong>\u2014a nod to the fashion catwalk\u2014Renault is making a clear statement: to make the visitor experience more immersive, more cultural, and more prestigious. The venue is also complemented by a digital twin that allows visitors to explore the brand\u2019s history and its models in an interactive virtual world. <\/p>\n

\ud83d\udc49 A good example of a concept where sales take a back seat to the staging, event planning, and brand experience.<\/p>\n

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\ud83c\udf77 Maison Nicolas: Bringing a Sense of Joy Back to the Store Through a Warm, Welcoming Atmosphere<\/h2>\n

The tour concluded at Maison Nicolas on Place de la Madeleine with a presentation by Cathy Collard Geiger<\/strong>, CEO, on the transformation the brand is undertaking.<\/p>\n

Opened in 2022, this venue is much more than a traditional store. Combining a retail space, a premium wine cellar, and an event venue, it has been reimagined as a true hub of activity<\/strong>: monthly events, tastings, gatherings of executives, journalists, and partners\u2026 everything is designed to embody the brand\u2019s signature style. <\/p>\n

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A clear goal: to make Maison Nicolas a \u201csource of conviviality<\/strong>, \u201d<\/strong> capable of bringing people together through wine and moments of shared enjoyment.<\/p>\n

This initiative is part of a broader transformation plan aimed at modernizing the brand\u2019s image, reaffirming its premium positioning, and expanding its customer base in a competitive market. In particular, the brand is refining its communication platform to balance elegance, accessibility, and regulatory requirements. <\/p>\n

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Among the key priorities, the expansion of the non-alcoholic beverage category<\/strong> clearly illustrates this commitment to adaptation: a high-quality lineup designed to support new consumption trends and attract new consumers, without compromising on product standards.<\/p>\n

\ud83d\udc49 Here, the point of sale becomes a true strategic lever<\/strong>, at the intersection of customer experience, brand content, and customer relationships.<\/p>\n

\ud83d\udca1 In summary<\/strong>, Maison Nicolas demonstrates how a historic brand can reinvent itself by transforming its spaces into places for interaction, emotion, and discovery.<\/p>\n

A wonderful conclusion to this retail immersion experience, which was all about a friendly atmosphere.<\/p>\n","protected":false},"excerpt":{"rendered":"

For its March 2026 edition, Les Jeudis de La Retail Tech decided to step outside its usual framework to observe retail where it truly comes to life: out in the field. For one morning, Rue de Valois gave way to an immersive experience in the heart of Paris, carefully curated by Mike Hadjadj \ud83d\udecd\ufe0f, Barbara […]<\/p>\n","protected":false},"author":7,"featured_media":14130,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[43,41],"tags":[],"class_list":["post-14132","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-feedback","category-news"],"yoast_head":"\nVisites carrelage des Champs-\u00c9lys\u00e9es : quand l\u2019IA acc\u00e9l\u00e8re\u2026 et que le retail redevient humain - Optimal Ways, l'agence de digital analytics et d'optimisation pour l'ecommerce (Paris, Lille)<\/title>\n<meta name=\"description\" content=\"For its March 2026 edition, Les Jeudis de La Retail Tech decided to step outside its usual framework to observe retail where it truly comes to life: out\" \/>\n<meta name=\"robots\" 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