{"id":20111,"date":"2022-03-14T14:35:29","date_gmt":"2022-03-14T13:35:29","guid":{"rendered":"https:\/\/lemag-ic.fr\/?p=20111"},"modified":"2022-03-14T17:56:30","modified_gmt":"2022-03-14T16:56:30","slug":"retail-une-creation-textile-sur-mesure-dathem-pour-burberry","status":"publish","type":"post","link":"https:\/\/lemag-ic.fr\/en-ce-moment\/retail-une-creation-textile-sur-mesure-dathem-pour-burberry\/","title":{"rendered":"Retail : une cr\u00e9ation textile sur-mesure d’ATHEM pour Burberry"},"content":{"rendered":"\n

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\r\n\r\n\tQ<\/span>ui dit Burberry, dit tartan. Pour c\u00e9l\u00e9brer l\u2019ouverture de son nouveau vaisseau amiral parisien, la marque anglaise a fait appel au talent de l\u2019atelier ATHEM pour un stup\u00e9fiant habillage du b\u00e2timent \u00e0 ses couleurs.<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h2>\n\n\n\n
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ATHEM<\/a><\/strong> est un nom bien connu dans le monde de la cr\u00e9ation sc\u00e9nographique. R\u00e9guli\u00e8rement convoqu\u00e9 dans nos colonnes, l\u2019atelier parisien cr\u00e9\u00e9 en 1985 se sp\u00e9cialise dans la valorisation des patrimoines et des marques. Il compte pl\u00e9thore de r\u00e9f\u00e9rences prestigieuses, engrang\u00e9es aupr\u00e8s d\u2019institutions publiques comme Le Louvre et la Mairie de Paris, de marques de luxe comme Cartier et Dior, et d’acteurs de l\u2019immobilier comme Kl\u00e9pierre. De la conception \u00e0 la production en passant par le design, ATHEM s\u2019occupe de toute la cha\u00eene de cr\u00e9ation, de A \u00e0 Z. Avec un objectif : susciter l’\u00e9motion.<\/p>\n\n\n\n

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HABILLAGE SUR-MESURE<\/strong><\/h3>\n\n\n\n

Forte de cette r\u00e9putation flatteuse, l’entreprise a \u00e9t\u00e9 r\u00e9cemment sollicit\u00e9e par Burberry<\/a><\/strong> pour \u00e9v\u00e8nementialiser et sc\u00e9nographier la nouvelle implantation de la marque rue Saint-Honor\u00e9. Apr\u00e8s des mois de travaux sous la houlette de l’architecte milanais\u00a0Vincenzo De Cotiis, le flagship parisien a \u00e9t\u00e9 inaugur\u00e9 le 2 mars dernier, en pleine Fashion week. Une ouverture en grande pompe qui, malgr\u00e9 l’agitation propre \u00e0 cette semaine si particuli\u00e8re pour le monde de la mode, a marqu\u00e9 les esprits.<\/p>\n\n\n\n

Car ATHEM a drap\u00e9 le nouvel immeuble d\u2019une monumentale cr\u00e9ation sur-mesure. Le concept ? Habiller Burberry en Burberry. L\u2019atelier a ainsi \u00e9chafaud\u00e9 un d\u00e9cor textile \u00e9pousant les formes de la fa\u00e7ade de la boutique et affubl\u00e9 des couleurs de l\u2019embl\u00e9matique motif \u00ab\u00a0check\u00a0\u00bb de l’institution britannique. Ce tartan iconique, \u00e0 carreaux beige, rouge, noir et blanc, s’est impos\u00e9 depuis les ann\u00e9es 1960 comme un \u00e9l\u00e9ment distinctif de l’identit\u00e9 de Burberry.<\/p>\n\n\n\n

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\u00a9 ATHEM \/ Fr\u00e9d\u00e9ric Berthet<\/em><\/figcaption><\/figure><\/div>\n\n\n\n

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La toile de 500 m2<\/sup> qui couvre le b\u00e2timent, issue du recyclage de mati\u00e8res plastiques, a \u00e9t\u00e9 fabriqu\u00e9e en Ile-de-France. Imprim\u00e9e avec des encres aqueuses et pos\u00e9e en trois nuits, elle recouvrira pendant un mois les quatre niveaux de la boutique. Pour ce projet, ATHEM a capitalis\u00e9 sur une technique \u00e9prouv\u00e9e, d\u00e9j\u00e0 mise en oeuvre pour Dior avenue Montaigne<\/a>, Calvin Klein dans le Marais, ainsi que pour 6e Sens Immobilier \u00e0 Lyon<\/a>.<\/p>\n\n\n\n

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\u00a9 ATHEM \/ Fr\u00e9d\u00e9ric Berthet<\/em><\/figcaption><\/figure><\/div>\n\n\n\n
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UN RELAIS SUR LA ROUTE<\/strong><\/h3>\n\n\n\n

L’op\u00e9ration de communication de Burberry ne se limite \u00e0 la fa\u00e7ade de sa nouvelle boutique. Cross-canal, elle prend \u00e9galement la forme de v\u00e9hicules d\u00e9cor\u00e9s du fameux imprim\u00e9, qui sillonneront les rues de Paris jusqu\u2019au 30 mars prochain. Burberry s’affiche ainsi sur 13 voitures \u00e9lectriques LEVC TX aux faux airs de taxis londoniens, mis \u00e0 disposition par Caocao Mobility<\/a><\/strong> et customis\u00e9s par l’entreprise de pose Covworld<\/a><\/strong>. Une campagne de communication responsable mont\u00e9e en partenariat avec Adriver Group<\/strong><\/a>,<\/strong> une r\u00e9gie publicitaire sp\u00e9cialis\u00e9e dans l’affichage itin\u00e9rant ayant d\u00e9j\u00e0 oeuvr\u00e9 pour Alexander McQueen et les Galeries Lafayette.<\/p>\n\n\n\n

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\u00a9 Adriver Group \/ Burberry<\/em><\/figcaption><\/figure><\/div>\n\n\n\n
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Source du visuel de Une : \u00a9 ATHEM \/ Fr\u00e9d\u00e9ric Berthet<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column][vc_column_text][\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=\u00a0\u00bbstretch_row\u00a0\u00bb][vc_column][vc_row_inner row_content_width=\u00a0\u00bbgrid\u00a0\u00bb][vc_column_inner][vc_column_text] ui dit Burberry, dit tartan. Pour c\u00e9l\u00e9brer l\u2019ouverture de son nouveau vaisseau amiral parisien, la marque anglaise a fait appel au talent de l\u2019atelier ATHEM pour un stup\u00e9fiant habillage du b\u00e2timent \u00e0 ses couleurs. ATHEM est un […]<\/p>\n","protected":false},"author":86,"featured_media":20212,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[131],"tags":[662,663,223],"acf":[],"yoast_head":"\nRetail : une cr\u00e9ation textile sur-mesure d'ATHEM pour Burberry - IC Le Mag<\/title>\n<meta name=\"description\" content=\"Qui dit Burberry, dit tartan. 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