A lot of brands are trying to come into the big city but they are not being accepted enough because they are keeping the same brand image. So a way of fixing this is to position ourselves as a helpful neighbor which customers can turn to at any time. 

And so how could Leroy Merlin become a good neighbor. We have outlined two different ways. One is by growing together by sharing the craft and interacting to understand. And also providing a familiar connection through diverse themes and spaces with personality. 

So Leroy Merlin can grow together by sharing knowledge through curated workshops and event and providing a phygital shopping system for a streamlined journey. 

We will also provide a familiar connection by splitting the product categories and services and create spaces with personality so we can make a connection.

To achieve these wishes we propose our concept guided by the neighborhood where the city dwellers will connect with Leroy Merlin

Leroy merlin will become a good neighbor for everyone. You know the neighbor that always has your back in your neighborhood, the one that gives you sugar when you need it, the one that can fix a leak in your apartment. This is who we want Leroy Merlin to become. 

As to help Leroy Merlin become more approachable we created four neighbors of Leroy Merlin that each represent a different side of the brand inspired from the city dwellers found within the neighborhoods.

We combine the use of cold and warm materials to keep a connection with the spirit of Leroy Merlin. But each store has a unique materials scheme to represent the personality of each neighbor. 

The layout of the four stores is consistent in each, with the heart of the store being dedicated to workshop areas where customers can lean and socialize.