From 18 to 22 January 2024, Maison&Objet will offer this new exhibition format called "WHAT'S NEW? In Retail" at the entrance to Halls 3 and 4, designed by François Delclaux and BETC Design. Called Supersoft, it offers a fully-fledged experience for retailers, who can draw inspiration from this space to optimise their shops, which are undergoing a profound transformation towards a hybridisation of spaces due to changing customer expectations. From the shop window to the display tables, from the shopping journey to the spotlight on favourites, from the overall ambience to the balance between physical and digital, visitors can 'pick and choose' the best of what exhibitors have to offer. "This space is inspired by the dynamics seen in South Korea and Mexico, for example, with their effective multi-functional and multi-category spaces in concept stores, a major category for our visitors", explains Mélanie Leroy, General Manager of SAFI. More than just points of sale, stores are now also places where you can enjoy a coffee or a snack, but also pleasant, functional spaces where you can settle down to work for a few hours or participate in a well-being workshop. A fluidity of use as conceptualised by François Delclaux in his décor: "Fluidity also in objects, shapes, materials and surfaces: traditional categories fade away and become less radical, boundaries less clear-cut. The design combines an enduring brutalism in which the material imposes the form, with flexible, organic, and silent forms, and finally with gentle, non-intrusive technology. The home becomes intuitive and inclusive". Christophe Pradère (BETC Design) adds: "It's a real retail experience. We've incorporated what we call 'moments' to showcase the products, with the creation of 'attack' furniture, display units and an exportable kiosk, for example. To complement and enhance their offering, we want to give shops the idea that the products on display are relevant to their space." It's a promise that reflects the year's theme, TECH EDEN, which aims to bring together nature and new technologies, with the ultimate goal of bringing comfort and well-being to customers in search of a "gentler world", as the Supersoft architect so aptly puts it. Retailers will experience this gentleness through organic shapes, natural materials, pastel shades, and iridescent reflections. | 
