5 questions, 5 insights with Margaux Lhermitte: Director of Retail Experience & Architecture at CBA Design

In today's dynamic #retail landscape, brands vie for consumer attention. Margaux Lhermitte , Director of Retail Experience & Architecture at CBA Design , believes retail spaces should go beyond transactions and become immersive sensory journeys.

In this interview, Lhermitte shares her expertise on crafting unforgettable retail experiences that engage all five senses. She draws insights from her work on VALRHONA , a most-visited chocolate space in Paris, and highlights the often-undervalued role of #acoustics in retail design.

Her insights guide #retailers in elevating their brand experiences and captivating customers. By harnessing the power of holistic thinking, retailers can create spaces that drive loyalty and forge lasting connections.

1. If you could describe your interior design style for retail, how would it be and why? 

Each retail or hospitality project is the translation of a brand universe. The personality of the brand and the consumer experience must be unique and aligned with the global storytelling and vision. For that reason, we don’t have a specific style at CBA, but we have a creative process that allows us to design the space in 360°, meaning not only the interior design but the holistic experience of the brand in a space. We explore the 5 senses, the global atmosphere, the brand rituals, the lighting ambiance, the sound and acoustical effects, the modularity of space, the materials…

2. Can you talk about a project you worked on and how your design approach created a factor of distinction for the client?

We recently finished a unique space for the chocolate Valrhona in Paris, rue des Archives. Our aim was to translate the brand engagements (B Corp certified) in the shopper experience. Thus, we designed an immersive venue selecting bio sourced and sustainable materials. The experience is sensorial with natural material such as cork and earthen bringing a unique smell and touch to the space.

Most importantly, the tasting rituals have been carefully thought through. The customer is invited by a staff to try and taste various chocolate flavors or purchase a chocolate base drink at the bar. This offer is one-of-a-kind, as Valrhona proposes to buy dozens of flavors in bulk containers, which can be mixed according to your personal taste. The minimalist aesthetic as well as the immersive customer journey was at the origin of the creative work in order to deliver a unique space design, differentiating from competitors.

3. What other key differentiator elements do you find creates better retail experiences and why? 

A successful retail experience explores all senses: visual effect through volumes, materials and lighting, sound and acoustic comfort, fragrance and touch feeling of textures and materials. Most important is to engage the consumer in the experience, creating a dialogue between him and the brand. Dialogue can be physical or digital, pushing for interaction that users will remember. A good retail design should create memories and brand preference. 

4. As an interior designer, how did you first discover the world of acoustics and its potential impact on retail & hospitality experiences?

I discovered acoustics on my early restaurant projects, 15 years ago, when one of my clients asked us to design a comfortable dining environment with both ambiance background music and live DJ at night, with the constraints of not disturbing the neighbors!

5. Working with you on some projects, we are glad to call you a passionate advocate for acoustic-integration in interior design, and we have seen the value it can add to retail and hospitality spaces in our own projects. How do you communicate the value of acoustics to clients who might not be familiar with its potential impact on retail spaces?

I usually bring clients to restaurants or retail projects with a good acoustic treatment in order to make them feel the space ambiance in real condition. Sometimes I even bring them to terrible places with zero acoustic treatment, proving that when the ambiance is uncomfortable people tend to leave quickly - thus affecting the business performance!

Thanks for reading! We hope you have gained new insights, and don’t forget to share with us your thoughts in the comments below! ☺️ 👇

Send us a message at communications@acoustique-delhom.com if there is any topic that you would be interested in knowing about; we are happy to share our expertise in acoustics with you!