SWITZERLAND. Lagardère Travel Retail has partnered with Caran d’Ache, the Swiss producer of art materials and writing instruments, to unveil an interactive pop-up boutique in Basel SBB railway station. It will be open from this week until 6 January 2023. The move was first flagged in March, as reported.
As well as being a showcase for Caran d’Ache’s latest products, the 115sq m store – which is located on the footbridge of the station – offers a variety of creative and educational experiences.
These include colour workshops for adults, presentations by artists, a giant colouring wall, animations for children around the theme of painting and drawing and digital tutorials.
Visitors can capture their art on an interactive digital wall and share their creations with the online Caran d’Ache community.
Caran d’Ache CEO and Chairman of the Board of Directors Carole Hubscher said: “With the growing variety of products, consumers today expect more than ever to experience and test products in an inspiring way. Our pop-up boutique at Basel SBB station creates a new and unique experience for fans of drawing and writing, young and old.
“We are delighted to be able to present our range at a popular hub such as Basel’s main railway station. Basel, which hosts an international art fair, is the perfect place to showcase our collection and thus to contribute to the creativity of all.”
Lagardère Travel Retail Switzerland CEO Pascal Le Droff said: “Following the success of our first pop-up store at Geneva’s Eaux-Vives station, we are delighted to continue what is now a joint retail development with SBB in German-speaking Switzerland. We are grateful for the opportunity to showcase the commercial offer of the traditional Swiss brand Caran d’Ache.
“The values of dialogue, sharing and creativity that we hold dear are honoured in the boutique and are at the heart of this concept.”
Head of SBB Usage and Acquisition Fabian Wengeler said: “With the opening of this Caran d’Ache boutique, SBB is pleased that Lagardère is expanding the tenant mix in Basel in an exciting way. We are convinced that the station’s visitors will welcome this concept.”
Basel SBB is home to about 50 shops, with an average of 130,000 people passing through the station area each day.
