Nouvelles Galeries Bron
Reinventing a local institution without breaking with its heritage
For more than 60 years, Nouvelles Galeries has held a unique place in the identity of Lyon’s eastern districts. Through its transformation led by Citynove, the site is preparing to open a new chapter in its history.
Even before opening, a first challenge emerged: convincing retailers, investors and partners to join a project that did not yet exist. How do you create desire for a place that is still under construction while building on the legacy of a well-known local institution?
Client brief
How can a local institution be reinvented without losing its heritage?
Our response
Building the tools for a renaissance.
We approached the commercialisation of Nouvelles Galeries Bron as an editorial exercise.
Moving away from the traditional codes of retail and real estate, we developed a visual language inspired by pop culture and contemporary design. Bold iconography, bespoke illustrations, confident headlines and a magazine-inspired layout helped tell the story of the project in a more engaging and human way.
Rather than functioning as a catalogue, the document was designed to communicate a vision: that of a historic destination reinventing itself, a project focused as much on future uses as on future tenants, and a place designed for its territory before being designed for commerce.
Through a forward-looking reflection on the evolution of retail, public expectations and emerging lifestyles, we developed a brand platform capable of bringing Nouvelles Galeries Bron into its next era while preserving the strength of its history.
This vision was then translated into a B2B commercialisation document designed to support discussions with retailers and partners. More than a real estate brochure, it became an editorial tool capable of explaining the project's ambition, its role within the territory and its distinctive positioning.
To bring this strategy to life, we developed a complete brand ecosystem:
– visual identity and art direction
– storytelling and editorial platform
– bespoke iconography and graphic language
– commercialisation and presentation tools
– newsletters and partner communications
– a landing page designed to document the project's evolution over time
To establish the brand within the professional retail ecosystem, we also developed a launch activation at MAPIC in Cannes. Inspired by media culture rather than commercial real estate conventions, the campaign featured oversized tabloids, XXL tote bags and editorial-led formats designed to make the project stand out in a highly competitive environment.
From strategy to activation, TETRO supported the transformation of Nouvelles Galeries Bron into a brand capable of engaging retailers, partners and future occupants several years before its opening.
Website: Nouvelles Galeries Bron
TETRO
TETRO
TETRO
Valentin Chalandon