MOOD Catalogue
Transcription
MOOD Catalogue
by 1.CONCEPT 2 CONCEPT 3 STORY TELLING Christofle jostles two centuries of tradition with unprecedented concept rooted in its time: a new and bold manner of living luxury in everyday life With its easy usage and its refined design, “MOOD” is essential at the center of the table for diners or casual and convivial brunches. More than a simple set of flatware in Christofle silverplate, it is conceived as a decorative object which brings brightness to a kitchen or a living-room. 4 COLLECTION NAME • Conviviality, sharing and good mood • Gives a soul to the object • “Marvelous Original Object for Dinner” 5 TARGET CSP + 30 - 40 years old HENRY’s ( High Earners, not Rich Yet ) Contemporary Fashion 6 Modern kitchen 2. CARACTÉRISTIQUES PRODUITS 2. Product details 7 THE CASE A case with luxurious finishes: • Design: universal and timeless • Materials: outside in mirror polished steel and interior disc in walnut wood • Christofle coat of arms signature engraved Functionality: • Interior disc with specific according to the typology of flatware • Lower wedge in black resin for a perfect cushion system of flatware: specific form only for the “Mood“ flatware • Removable disc and wedge for an easy maintenance (the wedge is dishwasher safe) 8 THE FLATWARE An elegant and contemporary flatware: • Design: modern and timeless, complementary to the Christofle • • • • • silverplate offer Production made in France Material: Christofle silverplate quality 1 Signature and hallmark Christofle quality 1 Range: 4 references – Table fork, Tablespoon, Table knife, Tea spoon A 24 pieces set for 6 people 9 THE PACKAGING 10 LEAFLET Les différentes parties de l’écrin se démontent afin d’en faciliter le nettoyage. The different parts of the box separate to make its cleaning easier Après nettoyage, réassembler en alignant le disque en bois avec la base au niveau des ouvertures 4 1 (1) 6 x Couteaux de Table | Table Knives (2) 6 x Fourchettes de Table | Dinner Forks (3) 6 x Cuillères de Table | Dinner Spoons (4) 6 x Cuillères à Café | After dinner Teaspoons 3 11 1 THE BOX Exterior (1) Using a soft slightly damp cloth over the metal will be sufficient to 1 2 3 4 give it back its sheen 1 L’écrin a été développé exclusivement pour ce couvert afin de permettre un parfait calage des pièces. The Box was conceived exclusively for this flatware and enables a perfect fit of the pieces. 2 ÉCRIN Intérieur (2) Nettoyer la partie en bois de noyer à l’aide d’un chiffon légèrement humide et sécher immédiatement pour éviter les traces (3) La base en résine noire se nettoie à la main ou au lave-vaisselle Christofle turns two centuries of tradition on its head with MOOD, an unprecedented concept rooted in the world of today : a new and daring way of luxury daily living. Both its convenience of use and its sleek aesthetics will make MOOD essential for casual and friendly dinners and brunches. Representing more than a collection of Christofle silver plated flatware, MOOD is conceived as a decoration object that will bring sparkles on a kitchen bar or living-room… 3 CARE INSTRUCTIONS Extérieur (1) Le passage d’un chiffon doux et légèrement humide suffit à lui redonner son éclat Christofle bouscule deux siècles de tradition avec MOOD, ce nouveau concept inédit ancré dans son époque : une nouvelle façon audacieuse de vivre le luxe au quotidien. Par son usage facile et son esthétique épurée, MOOD sera essentiel au centre de la table pour des diners et des brunchs décontractés et conviviaux. Plus qu’un ensemble compact de couverts en métal argenté, c’est un objet de luxe et de décoration qui apportera de l’éclat à la cuisine ou au living room… 1 2 CONSEILS D’ENTRETIEN 2 3 1 Interior (2) Use a soft slightly damp cloth to for the walnut wood part and dry immediately to avoid stains (3) The black resin base can either be handwashed or dishwasher washed After cleaning, align the openings of the wooden part with those of the resin base while reassembling COUVERTS FLATWARE Vos couverts se nettoient aussi bien à la main qu’au lave-vaisselle Your flatware can be handwashed as well as it is dishwasher suitable - Laver immédiatement après usage - N’utiliser que des poudres détergentes sans chlore ni soufre - éviter liquides, gels ou tablettes - Ne pas utiliser de détergent au citron - Ne pas mettre en contact avec des couverts en acier pour éviter les rayures ou les décolorations - Wash your flatware immediately after use - Use only sulfur-free and chlorine-free loose powder detergents - no liquids, gels or tablets - Do not use any lemon-scented detergent - Avoid contact with stainless steel flatware as it may cause scratches and/or discolorations Utilisation du lave-vaisselle : - Placer les couteaux dans le même panier avec les lames vers le bas - Entrouvrir la porte dès la fin du cycle pour éviter les tâches de condensation et essuyer les lames de couteaux à l’aide d’un chiffon doux Instructions for cleaning in a dishwasher: - Place knives in the same basket with blades facing downward - To avoid water marks, open the dishwasher door as soon as the cycle is finished and dry knife blades with a soft cloth Autres précautions: - Toujours utiliser un chiffon doux ou le côté doux d’une éponge lors du nettoyage - Le chlore endommage irrémédiablement l’argent - Eviter les contacts prolongés avec des aliments acides tels que l’œuf, le citron ou le vinaigre Other Precautions: - Always use a soft cloth or the soft side of a sponge for cleaning - Bleach will irreparably damage silver - Avoid lasting contact with acidic food such as egg, lemon, and vinegar Pour préserver ou retrouver leur éclat, Christofle propose également toute une gamme de produits performants et faciles à utiliser. Christofle also offers a range of excellent and easyto-use care products to preserve their beauty. 3. SALES ARGUMENTS 12 SALES ARGUMENTS MOOD, a UNIQUE offer on the market A luxurious concept A set for 6 people • Lifestyle concept: decorative nomadic object, that can be placed as one pleases, in the kitchen or in the living-room • Unique on the market • Appropriate for the wedding lists • Perfect for a first accommodation or a secondary house • Suited to a younger target An accessible price positioning • Refill for 2 people, available for additional sales • Designed for the contemporary receptions, use on a daily basis • Access to the brand on the silver plate ( - 25 % vs. series 0 ) A convivial object • A new, elegant and casual way of hosting 13 4. SALES SUPPORT MATERIALS 14 SALES SUPPORT MATERIALS RETAIL SHOPPING WINDOWS Setting up: September 1 st RUE ROYALE SHOWCASE Setting up: September 1 st 15 SALES SUPPORT MATERIALS POS 16 SALES SUPPORT MATERIALS Visuals: packshots and lifestyle • Visuals: packshots and lifestyle • Press pack • Press events, VIP and influencers in Paris, NY, London and Shanghai 17 SALES SUPPORT MATERIALS PRESS INVITATION Olivier Fremont Anne Schuhmacher Président Directeur de la Communication sont heureux de convier au déjeuner de présentation de MOOD by Christofle, nouveau concept d’art de la table Mardi 15 septembre 2015 à 12h30 précises Le Molière 40, rue de Richelieu - Paris 1er Parking : 15 rue des Pyramides - Paris 1er Tatiana Troubetzkoy - Responsable des Relations Presse et Publiques Confirmation : [email protected] - 01 55 27 99 59 INVITATION MOOD 02.07.15.indd 1 09/07/15 12:06 INVITATION MOOD 06.07.15.indd 3 18 06/07/15 10:52 SALES SUPPORT MATERIALS ANIMATION MOOVIE 19 SALES SUPPORT MATERIALS DIGITAL • Home page launched September 1st • Display of the movie on the website & social networks • Direct marketing campaign on the social networks CRM • Dedicated mailing • Newsletter 20 FAQ Delivery from the central stock: 1 reference only l Case & flatware separated: 00 65 299 (3 boxes) • Case in a box with foam blocking and alms-bag • Leaflet in the case • Flatware: 2 Christofle folded boxes: 1 with table fork et table 1 with tablespoon and tea spoon • No restocking on the STEEL case • To complete the offer, possibility to buy a refill for 2 people: 00 65 308 l 8 pieces Delivered in a Christofle box (like the serving pieces box) Delivery to the final customer: RETAIL • Setting up of flatware in the Mood in front of the customer • Or store Mood in its box and flatware in their boxes • Possibility of restocking on the wood disc and interior wedge : ask the After-Sales WEB • Mood in its box + flatware in their two boxes • No customization options at this stage • Possibility to supply hotels and restaurants: Selling of flatware by 12 minimum at the reference without the case 21