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FRANCE – Leroy-Merlin exhibits itself
The tour started in Lille, then moved to Paris and continued on 3rd and 4th May in the area of La Défence, right under the Castorama store. The idea? Redecorate a square with a more than six meter high installation, composed of a frame, a hammer and a nail, all three oversized. Around this temporary decoration, Leroy-Merlin advisors meet the public and distribute free Guides, which can also be found for free in the 118 stores across the country and on the Internet, where this Bible remains available.
The 580 pages of this catalogue present more than 5 000 products placed in a setting, 80 actual realisations, 2000 photos…Why do a Guide, like Gedimat which will soon publish its 10th edition? Because, according to a study conducted by Opinion Way in June 2009, it corresponds to the second source of inspiration for French people (40%), behind visiting the stores (60%) and before television shows (35%).
In a way, this tour is the prolongation of an activity that has been implemented for a long time by Leroy-Merlin, which consists in meeting the resident at home in order to keep in touch with the reality of his/her needs. This initiative was born during the very first steps of the company in Spain in order to better understand the local market. This event, organised by Pro Déo and supported by a local press campaign, also continues on Facebook through a game called ‘J’encadre ma déco’ (‘I frame my decoration’), which gives the participants a chance to win 7000 euro in vouchers.
Tour locations:
LILLE – PLACE FRANCOIS MITTERRAND
PARIS – PARC DE LA VILLETTE
PARIS – LA DÉFENSE
LYON- PLACE CARNOT
POITIERS – PLACE COIMBRA DES COURRONNERIES
BORDEAUX – PLACE DE LA VICTOIRE
TOULON – PLACE D’ARMES
MARSEILLE – ESCALE BORELY