Flagship Paris
Customer
Industry
Time & place
Paris, 2025
Project type
Description
In the heart of Paris, Can-Am’s new flagship turns light, metal and motion into a cinematic brand experience. The bold design blends raw materials, vivid lighting and expressive contrasts to capture the feeling of freedom on the open road. It’s a space where innovation meets emotion — and where the Can-Am identity truly comes to life.
This almost cinematic experience now lights up the streets of La Ville Lumière, Paris.
The BRP brand Can-Am wanted to boost their brand and product awareness by establishing a strong presence in a major urban market. The goal was ambitious: introduce their new electric motorcycle to the Paris market and build a brand presence that lasts, from first impressions to after-sales care.
Light is the defining feature of this build. LED stripes guide visitors through a complex layout, while wall-high light boxes turn motorcycles into art-like silhouettes. Together, they set an electrified, futuristic tone that runs through the entire space.
Can-Am’s bold, expressive brand is, of course, the foundation of this build, influencing everything from material choices and color palettes to signage. The dark rooms, with their sparse interiors, matte black walls, bold brand imagery and flashes of red and yellow acrylic, evoke the feeling of a late-night solo ride – a moment of pure freedom.
The store’s material palette is intentionally limited: perforated metal and concrete, an ideal fit inspired by the products’ natural habitat. A BRP-specific wood serves as an accent, while wood wool ensures comfortable acoustics in key areas.
The Brief:
- Boost brand and product awareness
- State of the art customer experience
- Service and repair area
- Fully branded customer store
- Heritage wall
The result? A sophisticated boldness.
While lighting shapes much of the store’s atmosphere, the true architectural statement is the perforated metal staircase. Rising as the heart of the store, it catches the eye and creates a tunnel-like passage into another space.
And while the design is bold, it’s practical too. A mezzanine doubles as a lounge and workspace for the dealer, with a perfect view of the entrance. On the lower level, a private office and smart storage keep operations smooth. And close by, a service and repair area ensures seamless customer care.
