The retail brand is breathing new life into its “normal” universe with the opening of a 1,200sq m flagship store on level -1 of the Forum des Halles shopping centre in central Paris.
Since launching its “Be Normal” communications campaign five years ago, the brand has worked to surprise its customers and attract new ones with dynamic capsule collections themed around manga, a more refined assortment – most notably its winter capsule with Chamonix-Mont-Blanc and collaborations with personalities, such as content creator Inoxtag last year and automotive influencer GMK this year. In 2025, this transformation will take shape with a new concept that redefines the codes of the Celio store.
The first signs of this evolution emerged in summer 2024, when Celio President Marc Grosman and CEO Sébastien Bismuth inaugurated the first store offering a combined Celio-Camaïeu range at the Euralille centre.
With large shopfronts, abundant light, open space, numerous mannequins, several large screens and the use of natural materials, the brand is moving away from its red-and-white concept. Tested since this summer at Les Quatre Temps in La Défense, the concept has begun rolling out across the Westfield shopping centre network, with recent deployments at Westfield Aéroville and Westfield Val d’Europe.
“The opening of our store at La Défense marked a decisive first step in the deployment of our new concept. With the Forum des Halles store, right in the heart of Paris, we’re scaling up. This 1,200sq m store doesn’t just reprise the codes of our concept: it evolves them, adapts them and enriches them,” said Bismuth in a press release.
