« Pour être irremplaçable, il faut être différente », une citation de Coco Chanel. C’est justement pour cette raison que la maison de luxe française ne cesse de trouver des idées originales pour valoriser ses produits. Cette fois-ci, Chanel a misé sur une salle d’arcade pour mettre en avant ses produits. C’était une belle manière assez surprenante de les exposer de manière unique à Tokyo, au deuxième trimestre 2018. Les salles de jeux-vidéos connaissent énormément de succès dans cette ville, et c’est justement pour cette raison que Chanel a tenu à conserver cet environnement familier aux Japonais tout en le mêlant au luxe français. Coco Game Center a ouvert ses portes au grand public depuis le 2 mars dernier.
Une idée pour attirer les millenials
Il n’y avait pas meilleure idée pour attirer les « millenials » soit les jeunes générations de Tokyo que celle de Coco Chanel. L’espace aménagé marie le monde vidéoludique et l’univers du cosmétique à la fois, deux secteurs auxquels les Japonais et les Japonaises portent un intérêt particulier. La marque atteindra ainsi ses cibles sans aucune difficulté. Cette salle d’arcade a surtout été conçue pour le lancement du nouveau rouge à lèvres de la marque de luxe française, notamment le Coco Lip Blush. Le Coco Game Center propose des jeux originaux et hors du commun aux adeptes du cosmétique. Des professionnels peuvent leur accueillir sur rendez-vous, des cadeaux sont à gagner et diverses surprises les attendent dans ce merveilleux cadre insolite de Tokyo.
Coco Chanel parviendra facilement à son objectif car en optant pour Tokyo, une ville superbe et très dynamique et le design tournant autour du monde gamer, la maison captive aisément l’attention des jeunes générations japonaises. En plus de vouloir cibler les millenials, Chanel a également tenu à faire replonger les générations précédentes dans le passé à travers le design de la salle qui évoque directement les longues heures passées dans ces espaces de partage et réveillent les souvenirs. D’ailleurs, ce projet illustre la ludification au sein des nouveaux modes de communication. Mais ce projet a également permis d’effacer l’image du luxe inaccessible.
Tokyo était une ville idéale pour lancer ce projet étant donné que les jeux vidéo y tiennent une place importante. En effet, les salles d’arcade et les game centers connaissent le succès dans la ville et les grandes marques comme Chanel souhaitent tirer profit progressivement de cette tendance. Mais cela n’empêchera pas Chanel d’essayer le lancement de nouveaux projets de ce genre ailleurs. D’ailleurs, la maison de luxe française n’a pas attendu longtemps pour faire le test et vient alors d’ouvrir un autre Coco Game Center au cœur d’un grand magasin Holf Renfrew à Toronto le 15 mars dernier.
Cette nouvelle stratégie de Chanel qu’elle compte poursuivre incitera également les grandes maisons de luxe à s’emparer de cette tendance rétro-gaming.
L’originalité du cadre
Pour élargir sa cible efficacement, Chanel a soigné l’aménagement et la décoration de sa nouvelle salle d’arcade à Tokyo. Les couleurs blanches, noires et rouges dominent la salle. Tout a été pensé de manière à ce que les produits de beauté puissent s’intégrer dans le monde du jeu vidéo. Sur les machines de jeux, les gloss prennent la place des joysticks et les « beauty rides » prennent la place des courses folles en bolides tunnés. Les jeux qui y sont proposés permettent de gagner de beaux cadeaux de luxe tels que la pince qui permet de piocher divers rouge à lèvres, vernis ou fards à paupières. Mais les achats sont également récompensés par des cadeaux et la possibilité de prendre rendez-vous avec des artistes du makeup.
Quentin
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