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Create the branding for the new business concept of Fraser Furniture, a 134-year-old, family-owned Montreal institution.
Embrace high-end consumer behaviours regarding furniture – i.e., those who believe that a one-of-a-kind space is created gradually, over time, piece by piece, from successive discoveries. The essence of any decor is expressed in each detail, each element, each ITEM.
Massive press coverage. It is too early to gather exact results, but foot traffic increased and sales per square foot were on par vs. the old Fraser store, despite a significant decrease in store size.