A bottle named DesireMerchandising guideline

CREATIVE SERVICES

1. Product presentation

2. Merchandising concept

3. Basics

4. Technical description

5. Process

1. Product presentation

A bottle named Desire

A bottle named Desire film can be used in-store for offer presentation.available on the http://www.pubfiction.net/DomPerignon/index.html

A unique bottle decorated with golden studs, softly laid down in a jewel case.

Each case is individually numbered and signed by Karl Lagerfeld.

A bottle named Desire

Jewel case

Carton box for gifting

Product sizes

2. Merchandising Concept

Visibility strategy

Create luxury visibility in a selection of a few flagship accounts – 1 to 5 per market.

– Outside wine stores or wine sections

– In priority order:• Concept/design stores (eg Colette, Lagerfeld

Gallery)

• Department stores (eg Le Bon Marché)

• Duty-Free stores (eg Aelia)

• Top wine stores (eg Lavinia)

A ray of light, at eye level, radiant and captivating

3. Basics

The look of a jewellery boutique

The whole window space

Tailormade

Two targeted spaces

1. Spectacular Window as your priority

2. In-store Central or backwall unit

A drawer for presentation and stocking space can fit both configurations.

A- Outdoor windows

Spectacular single or multiple windows must be completed in-store by a

central or a backwall unit.

Single window

Single window

Single window

Single window

Single window

Multiple window

Multiple window

B- In-store Units

To be used in dedicated spaces.

Think visibility

Central Unit

Central Unit

Backwall Unit

Backwall Unit

Backwall Unit

First drawer for presentation of dummy

Other drawers for stocking

The assitance of a sales person is recommended. Ensure that his/her look is the one of a cosmetic consultant vs. a traditional sommelier.

Dom Pérignon in the City

Dom Pérignon in the City film can be used for space negociation.available on the http://www.pubfiction.net/DomPerignon/index.html

4. Technical description

All the technical and execution files are available with more information in the downloadable folders.

Send these folders to your supplier for a complete information.

http://www.pubfiction.net/DomPerignon/index.html

1. Units and windows must be highlighted.

2. Black matt finish laminate is required for units.

Perfection in execution is imperative:

Select a well-known supplier and brief him for excellence.

Central unit - in-store (1.10 x 1.10 m on the floor)

Only one element per side, bottle or giftbox.

Central unit - map

Central unit - section

Top part

Storage part

Central unit - structure

Central unit - cyclorama

The cyclorama is the master piece of the central unit. It makes the products floating in an unlimited space of light.

Backwall unit - in-store (1.20 x 0.45 m on the floor)

The two elements are on the front side as in windows.

Backwall unit - map

Backwall unit - structure

Integrated storage part

Window unit - structure

Can be stocker in the in-store side with a printed Ray of Light at eye-level.

For a large single window, enlarge the unit,but remain with one dummy bottle and one dummy jewel case, and don’t move Logos.

Combinated unit - in-storestructure

The storage part is integrated.This is a double-sided unit for an in-store and window display.

Ray of Light image

The Ray of Light artwork is downloadable on the http://www.pubfiction.net/DomPerignon/index.html in jpg, tif and eps. The eps file can be used to enlarge the visual keeping the layout proportions. You can enlarge the black parts and the white Ray of Light to adapt the image to your medium.

The drawers and the stock door are locked with a magnetic system to avoid any handle.

The unlock is operated by an electronical and magnetic key when approched of the receiver.

Please refer to the supplier web site:

http:// hafele.com.au/isapi/online/tchff/tchff.asp

Push latch type lock

Dummy bottles

Filled with water (to give a more qualitative feel than empty bottles) + a small metal roll & "Dummy" sticker on back (to avoid confusion with real bottle)

available ex-Epernay as of April 1st

Item code 2007246 (C1)

Remove the wedge foam from the Jewel case displayed in the Ray of Light and in the presentation drawer

Budget

Cost estimates:

– For window display/backwall unit 5,000 Euros

• 1.20m wide x 0.45m deep x 2.20m high

• 2 sides - with drawers for presentation and stocking

– For central unit 9,000 Euros

• 1.10m wide x 1.10m deep x 2.20m high

• 4 sides - With drawers for presentation and stocking

Please note that these costs are for budget reference only and may vary according to the price of such production in your market.

On-line folders contents

http://www.pubfiction.net/DomPerignon/index.html

Technical files in zip folders by unit:

-Maps

-Execution files

-Complete materials, finitions and detailed informations

Films:

-  DP in the City  for internal use only

-  A bottle named Desire film can be used in store

High res files

- Ray of Light artwok for printing (jpg, tif and eps)

5. Process

Select the outlets and submit list to your BDD

Send all creative proposals to François Hallopeau for approval and advice before presentation to the outlet (allow a minimum 5 working days for feedback)

Produce locally

No sales without dedicated merchandising!

Keep in mind…

Consistency a mandatory

Specific go-ahead needed from brand team for each window set up

Luxury, luxury, luxury… excellence in execution is key!