CONCEPT STRATEGY

by evian

tHE rETREAT

Contents

The VisionWhat is The Retreat?

LocationHeathrow Terminal 5Terminal DesignLogisitics behind the location

The Layout of The RetreatGround floor Upper ground floor Lower ground floor

Room Plans

Creating an authentic experience; bringing the outdoors inThe touch of the outdoorsThe smell of the outdoorsThe sound of the outdoors

Marketing StrategyBritish AirwaysAdvertisingOnline PresencePromotionThe Launch

Public RelationsTimescaleCostingLongevityText ReferencingImage Referencing

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With the aim of transforming air travel into a relaxing and exciting experience, Evian will provide travellers with an alpine haven which they can visit either before a flight or during a London Heathrow connection. With customer’s well-being at heart, TheRetreat, will provide a limbo land for people to step into and help them switch off from their overworked minds. With the choice of 3 floors, with 3 different purposes, customers will be able to tailor their experience to suit their desires.

London Heathrow Terminal 5 is the perfect location to reach out to the brand’s target market and an excellent opportunity to revolutionise the travelling experience.

The Retreat will be open to all members of the public but priority will lie with business and first class passengers due to the high volume of people travelling through the airport on a day-to-day basis. Reservations will be crucial; this will make The Retreat well-being experience exclusive and sought after and hopefully the talk of town.

The Vision

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The Heathrow location of The Retreat has been chosen due to the fact that Evian’s main target market is commuters and travellers. Creating an attraction in such an establishment ensures a new set of customers is constantly exposed to it. Despite women being higher spenders than men in airport environments1, the Evian experience will strive to reach both genders and provide an environment everyone can appreciate.

With an average of 35 million passengers passing through every year and direct rail connections to the London via rail and underground2, Heathrow Terminal 5 is already home to a host of luxury shops including Dior, Gucci and Mulberry and food establishments such as the Caviar House and Plunier5.

As the 3rd busiest airport in the world6, Heathrow provides a unique retail experience which cannot be found anywhere else in London. It is proven that long haul passengers spend significantly more that short haul1, meaning The Retreat should be positioned near gates boarding international flights. In order to rent space at the airport, a tenancy agreement will need to be signed, just like any other space rental. Brands such as Chanel and Vertu have had pop up stores within the terminal but The Retreat will be a permanent experience. Over summer 2012, an Olympic Store was opened to provide travellers with the opportunity to buy memorabilia of the event.

Due to the airport location, the space available will be limited and health and safety regulations will be relatively strict. These two aspects will have to be considered when designing The Retreat. The largest retailer within Terminal 5 is the Duty Free Store,following the trend seen in most airports. Having looked at the floor plans of theterminal, I have established that the best space for The Retreat is the south-west corner of the departure lounge. In order for it to be easily accessible it is important for it to be located within the main lounge to allow all passengers the chance to experience The Retreat.

Location

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Exact location of The Retreat by Evian.

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The Retreat will provide customers with a unique space where they can unwind, relax and ultimately switch off from the busy technologically-filled world. It will allow travellers to experience and appreciate the peaceful atmosphere which the Alps offer either before or between a flight. In order to do so, a three part experience will be on offer which can be customised depending on time available, needs and preferences.

Designed with its origin in mind, the 3 floors will represent the 15 year journey that Evian water goes through before arriving at its spring in Evian-Les-Bains. The upper ground will represent the birth place - the glaciers, the ground floor will be the forest and soil through which the water travels and finally the lower ground will be a rocky room representing where the water infiltrates to reach its spring.

Layout

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Image clearly representing the three stages of the 15 year journey of Evian Water.

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The ground floor will consist of a treatment room, spa facilities and a relaxation room. Due to the nature of The Retreat, short yet effective treatments will be available for customers to reserve. All products used will be organic and pure and will be sourced from France. A cedar scent marble sauna, aromatherapy room and cold plunge pool will be for guest use and accessible via the alpine inspired changing rooms. These luxurious changing rooms will be equipped with essential products to refresh oneself between flights or pamper oneself before departure. Travel vanity kits including a comb and mouth wash will be available to take away. The relaxation room will be a place to sit and unwind, with a wood burning stove as a focal point, helping guests experience the atmosphere of an alpine chalet.

The upper ground floor will be an ice bar. With this type of experience already being offered in major cities around the world, the Evian Ice Bar at Terminal 5 will be the first to be located in an airport. All drinks will be served in ice glasses and be exclusive to the brand. Due to the low temperatures required for such an environment, fur blankets will be available on entry. Designed on a small scale, reservations will be crucial to avoid disappointment.

The lower ground floor will be home to some of Evian’s limited edition products such as their designer collaboration bottles. The new Evian re-usable travel bottle will also be available to purchase. Customers will be able to fill their bottles from what will be made to look like the original spring. More than one access point will be needed to avoid congestion. Constructed in the form of a cave, the products will be subtly displayed to avoid a commercial feel. Hidden cupboards will stock the products which will be available from an Evian representative. The spring will be the focus of the room and be constructed in a way where it will refill itself automatically, through a hidden water reservoir.

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Room Plans

The reception hall

The spa

The treatment room

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Female changing rooms

Male changing rooms

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Upper Ground- Ice Bar

Lower Ground- Shop

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The main aim of The Retreat is to transport the customer to a place of limbo between reality and the sense of being in the French Alps. The Retreat will be designed to reflect the purity, cleanliness and natural surroundings of the mountains.

Modern airports especially in the UK and the USA exploit time and space within terminals to extract maximum commercial advantage from the traveller. In countries such as France and Japan the exploitation is less obvious3. Being a French brand, Evian will aim to introduce a brand experience where there is minimal commercial manipulation. Space, light and structure are the enduring elements in terminal design and will be considered carefully when designing the Evian well-being experience.The issues of noise, air quality and amount of natural light are also factors to consider.

Sound reducing walls will block out any noises from the busy terminal which will help facilitate a state of relaxation. To avoid distractions from the outside world, there will be no way of interacting with the rest of the terminal. This will in turn create a mystery for people passing by. Technology has become a huge part of everydaylife and in recent years we have started to become dependent on it. As a way of letting the mind escape to a parallel world, all things electronic eg: phone will be turned onto silence mode for the duration of the stay.Luggage can be stored securely.

In order to provide multi-sensory experience it will be important that all senses to be evoked throughout the journey.

Creating an authentic experience;bringing the outdoors in

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The touch of the outdoors

The reception area will be filled with natural light from skylights spilling into the tall trees forming the Alpine forest. According to architect Mario Botta

natural light is indispensable for human wellbeing4. LED light therapy technology will mirror the 24 hour cycle of natural light in the French Alps. Within an airport environment daylight helps to orientate passengers3.

A real-life forest will be reconstructed on the ground floor of The Retreat. Evergreen trees, a real forest floor and streams will be installed to recreate an authentic Alpine forest. Seasonal plants and flowers will also grow within the forest according to the time of the year. The temperature will follow the seasonaltemperatures of the Alps. As the space will be limited, forest wallpaper will be used on the walls behind the flora to give the impression of continuity of the forest. The doors to the treatment room, changing rooms and relaxation room along with the reception area will be carved out of wood and ressemble Alpine chalets. The relaxation room will be designed much like a chalet living room: inviting, warm and timeless. Wooden beams, a burning fire and comfortable seating will provide a much nicer alternative to the standard airport seating. A selection of coffee table books and magazines and a hot drink station will make it a room you simply will not want to leave.

The top floor Ice Bar will be made out of crystal clear ice from the Torne River as well as snice (a mixture of snow and ice). Both the materials and the labour will be sourced from Sweden. Re-built each year, the Ice Hotel in Sweden5 will be used asinspiration for the Evian ice bar. The structure will have to be permanently kept at a -5 degree temperature in order for it to remain standing.

Finally the underground cave, filled with stalactites and stalagmites, will be accessible from the forest floor. An uneven rocky staircase will take you down to the non-branded Evian shop. The dimly lit, low ceiling cave will feel fresh and be home to the spring of thehealing water. This Evian filled water basin will draw an end to the journey of the water as well as to the customer’s journey.

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The scent of the outdoors

A custom made scent will be created for this well-being experience. Evian will work alongside Aroma Company, world leaders in scent marketing, to come up with a signature smell for The Retreat. Scent diffussers will be installed within the rooms to enhance the customer experience.

’Scent branding is more than just diffusing a pleasant fragrance in a space. It is the art of taking a company’s brand identity, marketing messages, target audience and matching these with a fragrance that amplifies these branding aspects.This can become highly effective in environments where other sensory triggers, such as the use of lighting, sound and luxurious surroundings combine as brands can establish alonger-lasting emotional connection with consumers’6 This scent will ultimately be used in various Evian branded environments and be subsequently linked with the brand.

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The sound of the outdoors

Hearing is a sense subtly and intricately connected with other sensory experiences4. Studies have shown that the sounds of nature tend to be the most restful and fulfilling. This is why within the walls of The Retreat the sounds of the wind rustling through the trees and the water trickling down the rocks will fill the space and contribute both to the physical and psychological well-being of it’s customers. The sound of water is the sound of nature itself. Water is a life force running through the human body and will obviously be the main focus within The Retreat.

Different techniques will be used to help recreate the original sounds of nature. These will include but not be limited to:

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The sound of water running over rocks.

The sound of water droplets dripping in a cave.

The sound of the wind rustling through the trees.

The sound of birds in a forest.

The sound of crickets at night.

The sound of a fire crackling.

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British Airways

Despite not being the only airline to fly from Terminal 5, British Airways is still very much the major one to operate out of there. The British Airways High Life magazine (both print and digital) will be used to promote the latest Evian well-being experience. This will ensure people travelling to London are aware of what is available when they pass through the airport on their return flight. The digital magazine has a section entitled Hotel/Spa which will be where The Retreat press release will be appear along with reviews and images. All British Airways passengers flying into Heathrow Terminal 5 will be given a 330ml glass bottle of Evian water when waiting for their luggage at baggage claim. The label on these bottles will be modified in a way to promote The Retreat.

Marketing Strategy

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Advertising

Billboards at the airports and in key commuters stations around the city will be used to showcase the beautiful escape that is The Retreat. This will not only be used as promotion for the experience but also general brand name exposure. Outdoor advertising is a very effective way of promoting drink brands; this is because outdoors is the last branded advertising experienced before shopping. Large, colourful advertising boards will plant a strong and memorable image in the minds of the consumers. DANONE is already in the top 40 drink advertisers according to research conducted by Nielson Media and therefore they understand the importance of it7. Advertising throughout the London underground will help target the right target audience of commuters.

Ad Gates in London Heathrow underground station will be used as a way of advertising. These will have a dual purpose; firstly, they will raise awareness of the services available to a relevant commuter audience. Secondly, the locations will be selected for their relevance and proximity to The Retreat, the result of this willhopefully be to prompt immediate impulse bookings or purchases.

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Online Presence

Social Media websites will be a free and easy way of advertising Evian’s latest campaign. Their Facebook, Twitter and Instagram pages are hugely followed and will provide an easy and effective way to communicate. These pages will also be used for customers to interact with the brand through sharing their images of their ‘once in a life time ‘ retreat experience.

Following what has been done for past Evian campaign, a sub website will be created. The Retreat by Evian website (www.theretreatbyevian.com) will feature behind the scene imagery of the construction of the well-being experience. Visitors of the website will have to become members and will, in return, have access to exclusive information. Following the launch, the site will also be used as a method of booking treatments or a table at the Ice Bar. For those who will not have the opportunity to take part in the live-experience, a short video will aim to provide a similar, yet not so authentic, alpine experience.The same video will be shown in the advertising section on British Airways in-flight entertainment.

The Heathrow phone application and website will be updated to allow customers to book appointments and learn about the well-being resort before their arrival.

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Promotion

In the week prior to the opening, Evian representatives will distribute the re-useable bottles,sold within The Retreat, in key London commuter hot spots. These carefully-designed flat pack bottles will introduce the busy city to the newest well-being escape. Water stations around town will give customers the opportunity to fill their bottles with the purest drink on the market.

With every purchase or treatment received, customers will be given a 50ml bottle of the Evian Brumisateur facial spray. This product is often recommended to use when

travelling by air as it produces the moisture skin loses through the loss of oxygen in airplane air.

To help keep children as well as adults entertained at the terminal, a mountain-shaped photo booth will be located just after the security gates. In addition to directing people to the exact location of The Retreat, it will also allow customers to take part in the longest video ever produced (and still on-going). This video can be found on their main website and is part of their live young campaign.

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The Launch

Prior to the public opening of The Retreat, a private launch event will take place at Terminal 5. This event will coincide with the timing of the 2015 Wimbledon Championships.Having formed a partnership with the tennis event, this will be the prime opportunity and location to promote Evian’s newest creation. People from all over the world attend this prestigious tournament and pass through Heathrow airport upon arrival in Britain.

Celebrities, models and designers are the people who give Evian its glamorous reputation. These, alongside a selected ground of people from the industry, are the people who will be invited to the launch party. This will be an occasion for the premises to be tried out and explored before the grand opening to the public.

Over the years, Evian has created an envious lifestyle and will continue to do so through the exclusiveness of The Retreat.

Evian will hire Shine Communications PR agency, used in the past for Wimbledon sponsorship, to take charge of the PR associated with the launch and the promotion of The Retreat. The agency will be responsible for writing the press release and ensuring the right people attend the launch event ie: appropriate celebrity figures who represent what the brand stands for. Having worked with the brand in the past, Evian are confident that Shine Communications will ensure the right message is portrayed. They successfully targeted the right consumers when they created the Evian VIP suite at Wimbledon8 and are expected to do the same for The Retreat.

Public Relations

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Timescale

Being a project of big scale; the timescale will be designed on an 18 month basis from the moment of concept proposal to the opening of The Retreat. It will be crucial to ensure the time line is logically designed to ensure a smooth realisation.

Date Months to go Task

January 2014

18 months • Evian pitch The Retreat Idea to DANONE.• Following DANONE’s approval, Evian pitch idea to London Heathrow Terminal 5.

February 2014

17 months • Team put together at Evian to work on project• Team visit Evian-Les-Bains to get a feel of what The Retreat should feel like.• Meeting with Heathrow to determine exact location.• Design of The Retreat starts.

March 2014

16 months • Suppliers and materials are sourced for construction.• Visits to Sweden to meet suppliers.• Market Research (who will visit the store).

April 2014

15 months • Estimate budget sheet is drawn up.

May 2014

14 months • 2nd pitch to Danone with full concept proposal.

June2014

13 months • Architect taken on to work with the Evian team.

July 2014

12 months • Start design branding.• Architect’s plans are complete and approved by the team.• Design of re-useable bottle is created.• Decide what the Spa will offer eg: sauna• Design changing room with customers needs in mind.

August 2014

11 months • Source appropriate furniture for relaxation room.• Source companies who will provide spa equipment.• Source trees and materials to construct indoor forest.• Source stone for lower ground shop.• Source tree trunk staircases for reception halls.

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September 2014 10 months • Research beauty products which will be used in Evian spa.• Create Evian signature drinks to be served in the Ice Bar.

October 2014

9 months • Start ordering fixtures and fittings.• PR content started (Shine Communications)• Evian to work along side Aroma Company to create bespoke scent for The Retreat.

November 2014

8 months • Ice to be harvested and kept indoors for 6 months. Some members of the Evian team to be present in Sweden for this stage.• Source appropriate books, magazines and publications for the library in the relaxation room.• Create nature soundtrack for The Retreat.

December 2014

7 months • Finalise details for website before the launch.• Source appropriate shower gowns, slippers and towels (spa) and capes and gloves (bar).

January 2015

6 months • www.theretreatbyevian.com is launched.• Draw up a treatment list for the Evian spa.• Draw up final bar menu for the Ice Bar.• Put together 24 hour Alpine video for the relaxation room.• Construction of The The Retreat to be started; 3 floor structure.

February 2015

5 months •‘Coming Soon’ posters to be placed on the outside of store to create intrigue within Terminal 5.• Website and social media to be updated with ‘behind the scene images and information creating an inclusive feeling for the customers.

March 2015

4 months • Contact relevant magazines to write about The Retreat.• Send all paperwork that need to be printed to printers eg: bar menus, treatment cards• Start installation of spa facilities along with male and female changing rooms.• Skylights put in reception area of The Retreat. These will allow natural light to enter.• Transparent ceiling/floor installed to allow upper ground Ice Bar to remain at a constant -5 degree temperature. This will ensure natural light still reaches the reception hall.

April 2015

3 months • Billboards to go up in commuter hot spotsidentified in London.•Water reservoir to be installed on lower ground floor of The Retreat.• Soundproof walls and surround sound system to be in-stalled.

May 2015

2 months • Ice to be imported to the UK ready to use.• Construction of Ice Bar • Recruit Staff: bar, shop, reception, beauty therapists, manager, supervisors, cleaners, gardeners, ice maintenance• Start to create a buzz on social media (Facebook and Twitter)• Start planning launch party: set a date, design invitations, think about promotion & branding, catering and press.• Ensure everything has been received from external sources: beauty products, branding, documents from printers, re-useable flat-pack bottles, vanity cases, limited edition bottles, bar equipment.• Advertising in British Airways High Life magazine as well as on their website.• LED lighting to be installed in the Ice Bar.• Television walls to be installed in relaxation room.

June 2015

1 month • Staff training• Well-being experience opening date revealed on social media & press.• Short film released on wesbite.• Ad gates on the London underground branded.• Invitations sent out for launch party.• Short-term press eg: papers, supplements advertising• British Airways flights to UK start to show short film.• Re-useable bottle campaign to take place in London commutter hot spots.• Heath and Safety inspection.• Last minute decoration of The Retreat.• Evian mountain-shaped video booth to be installed within Terminal 5. An arrow pointing in the right direction along with a ‘coming soon’ sign with opening date advertised.

July 2015

LAUNCH • Evian bottles distributed in Terminal 5 baggage claim area.• Final push on social media.• Launch Party.• Opening of The Retreat

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Evian is owned by DANONE a globally known company with high budgets for such projects.

The total cost for the building and first year running cost is £3,115,377.96

The costs can be broken down into the following categories:

• Rental costs for the space at Heathrow Terminal 5 (1 year)• Materials for the realisation of The Retreat.• Services required for the realisation of The Retreat.• Wages of staff working at The Retreat (1 year).• Advertising, Marketing and PR costs for The Retreat.

The breakdown of these costs can be found on the following pages.

Heathrow Terminal 5 Rent

The rate to rent space at Heathrow Terminal 5 (airside) is £606.54/square metre. The size of The Retreat will be approximately 1,200 square metres18 (same size as the Evian Spa in Tokyo, Japan) the daily rent would be £6,724.95. Making the

total rent for the first year £747,848 .

Costing

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Materials Cost SupplierReception Decoration • Bark• Trees X30• Wood• Skylights • Spiral staircase X2

£25,000 King & CoSuttles

Ground Floor •stone•hidden cupboards•water reservoir + installation• LED lighting in rocks

£20,000 JLD StoneTek Tanks

Upper Ground • Fur rugs X20 £200• Designer thermal capes X30 £100• Gloves X30 £50• LED lighting in ice

£8,500 Various

Ice (ice bar, seats, tables, glasses) £50,000 Swedish suppliers

Bar Equipment £5,000 Barman

Multi-functional treatment room• massage beds X3• Pedicure chair X1• Manicure tables X2• Room separators X2• Decoration

£10,000 Salon Direct

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• Cedar scented marble spa• Aromatherapy room• Cold plunge pool

£50,000 ThermariumAgape

Changing room facilities MALE/FEMALE • Rain shower facilites X10• Toilets X10• Mirros + seating area X 10• Lockers X 50• Hairdryers/straighteners• Vanity Cases• Robes and slippers

£50,000 Thermarium

Relaxation room • Seating• Fire• Drinks Station• Decoration

£25,000 Various

Beauty Products £1,000 (month) Omnisens /Anne Semonin

Sound Reducing Walls £10,000

Surround sound system £8,000

Lighting10W £20,000 Flot Lighting

TOTAL £293,500.00 N/A

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Marketing Campaign Specification Total costPR agency fees11 £2,000/month for 1 day/week £12,000

Advertising12

• London square light• London billboard prime light (48 sheet)• London billboard prime light (96 sheet)• Other (ad gates, bus rear, airport, tube)13

£350 X 20£9,000/month X5

£16,000/month X2

Approximately £5,000 each month X2

£7,000£45,000

£32,000

£40,000

Cost of setting up and running www.theretreatbyevian.com

Building, maintenance and hosting £10,000

Social Media (facebook, twitter, instagram)

N/A FREE

Launch event invitations, food drink, media £20,000

Advertising Print• Food & Travel Magazine14

• The Times Saturday full page15

• The Sunday Times travel magazine

£7600 X3 months£25,990 X1

£17,000 X2 weeks

£75,190

British Airways advertising (online and print)

N/A FREE

Digital Advertisements travelweekly.com homepage billboard16

£4,995/week X 8 weeks £39,960

Evian bottles to be distributed at airport

N/A FREE

TOTAL N/A £241,229.96

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Staff Two X 9 hr shift/day Hourly Rate Wages/dayBar Staff daily X 8 £9/hour £648

Shop Staff daily X 6 £9/hour £486

Receptionist dailyX 4 £9/hour £324

Beauty Therapists dailyX 8 £12/hour £864

Cleaners daily X4 £8/hour £288

Gardeners 3 days/weekX1 £9/hour £243

Maintenance of Ice 3 days/week X1 £10/hour £270

Manager daily X 1 £20/hour £360

Supervisor dailyX 2 £13/hour £234

TOTAL N/A N/A £3,717

Service Specification CostProject Architect Fees17 £25/hour 40hrs/week 6

months£24,000

Construction Fees• Basic room construction• Ice sculptors• Forest landscapers• Stone basement• Changing room installation• Spa facilities installation• Carpenter wood work

£3,500 sq ft £3,5000 sq ft = £452, 095.00

Custom made scent by Aroma Company

Design+ diffusers £15,000

Nature soundtrack £2,000

TOTAL N/A £476,095.00

Longevity

With the prospect of being a permanent experience, the success off The Retreat well-being experience at Heathrow Terminal 5 will have to be accessed. Moving forwards, the experience could ultimately be reproduced in various airports around the world.

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Imagery referencingFront/Backpage: own photography

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page 20 http://www.adana-usa.com/index.php?main_page=album&album_id=90#lightbox[album]/16/

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page 231.http://www.eurythmics.me.uk/2010/12/28/annie-lennox-interview-in-british-airways-highlife-magazine/2. http://francegourmet.com.au/shop/beverages/evian-water-glass-bottle-330ml/

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page 25. LOGOS

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by PHIL IPPA RIVET

tHE rETREAT