Caran d’Ache strengthens foothold in Switzerland with pop-up at Basel station

By Luke Barras-hill |

Writing and drawing instruments manufacturer Caran d’Ache has anchored its presence on its home turf in Switzerland with a new pop-up boutique at Basel SBB railway station.

Operated by Lagardère Travel Retail and located at the station’s footbridge, the 115sq m boutique runs through 6 January 2023 and showcases several creative and educational experiences for travellers, including colour workshops for adults, presentations by artists, a giant colouring wall, animations for children around the theme of painting and drawing, and digital tutorials.

These elements are designed to immerse visitors in the art of drawing, with the opportunity to try out writing and drawing tools.

There is also an area to present new products from Geneva-based Caran d’Ache.

DRAWING FOR ALL AGES

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.

Caran d’Ache has opened its first pop-up boutique at Basel SBB railway station.

“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.”

Pascal Le Droff, CEO at 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.”

The 115sq m footprint offers a range of creative and educational opportunities for children and adults alike.

Basel SBB railway station houses around 50 shops exposed to an average of 130,000 people that pass through the mass transit hub every day.

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.”

As reported, Caran d’Ache is a prominent fixture at Lagardère Travel Retail’s new eco-Aelia duty free store that opened in March.

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