Caran d’Ache, in partnership with Lagardère Travel Retail, opened its pop-up boutique on the footbridge at Basel SBB train station.
The family-run factory, rich in tradition and know-how, invites travellers at the Rhine station to discover its wide collection. The Caran d’Ache pop-up boutique is operated by Lagardère Travel Retail in an immersive, interactive and innovative way and will be open from 16 May 2022 to 6 January 2023.
Caran d’Ache has opened its first pop-up boutique at Basel SBB station, strengthening its presence in German-speaking Switzerland. Here, the Geneva-based manufacturer displays its individual collections of writing and drawing instruments as well as exclusive products. With 115m2 of floorspace, Caran d’Ache offers a variety of creative and educational experiences to meet the different needs of its customers: colour workshops for adults, presentations by artists, a giant colouring wall, animations for children around the theme of painting and drawing and digital tutorials. The boutique also offers a personal service to immortalise the visitor’s artworks completed on site, making art accessible to all.
Carole Hubscher, CEO and Chairman of the Board of Directors of Caran d’Ache 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.”
First boutique in German-speaking Switzerland operated by Lagardère Travel Retail Switzerland
Lagardère Travel Retail Switzerland is the leading duty-free operator in Western Switzerland. With 10 shops, the branch is mainly active at Geneva International Airport, where it operates duty-free and fashion shops. It also operates the only duty-free shop for diplomats in Switzerland. Pascal Le Droff, CEO Lagardère Travel Retail Switzerland commented: “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.” Fabian Wengeler, Head of SBB Usage and Acquisition, added: “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 railway station is home to around 50 shops, which are open 365 days a year. On average, 130,000 people pass through the station area every day. The Caran d’Ache pop-up boutique on Basel SBB station’s footbridge will be open from 16 May 2022 to 6 January 2023. On weekdays from 9 a.m. to 9 p.m. and on weekends from 9 a.m. to 8 p.m., visitors can experience the fascinating world of Caran d’Ache.
Highlights of the Pop-Up Boutique
The pop-up boutique is designed to immerse visitors in the art of drawing and introduce them to the colourful world of Caran d’Ache. A large ‘XXL’ colouring wall serves as a link between travellers, commuters and visitors. Writing and drawing instruments can be tested and inspire creativity. There is also an area for the presentation of new products from the traditional Swiss brand.
Caran d’Ache’s pop-up boutique places great emphasis on educating and teaching art to all: the professionally led creative workshops are designed to help adults refine their techniques, while children can draw and paint freely in the designated area. On screens, visitors can watch tutorials by Caran d’Ache that offer a playful introduction to the use of different products and techniques.
Last but not least, visitors can capture their art on an interactive digital wall and share their creations with the entire online Caran d’Ache community.
