Case Study: Carte Noire

The Art of french coffee

Building on the success of the “L’Art du Café à la Française” campaign, Carte Noire continues to pursue its ambition: to elevate the coffee experience and strengthen its premium positioning in mass retail. With its new platform, “Tout part du grain” (It All Starts with the Bean), the brand celebrates the very essence of coffee, placing the bean at the heart of its story and affirming its status as a benchmark of French excellence.

A Sensory and Immersive Experience

Alongside GLOBE GROUPE, Carte Noire is reinventing the Brûlerie Carte Noire as a true experiential shop-in-shop, designed as a premium showcase at the heart of the retail space. Noble materials – wood, marble and copper – combined with vintage LED lighting, create a refined environment where every detail enhances the art of coffee and strengthens in-store appeal.

Within this immersive shop-in-shop, a barista invites visitors to discover cupping, a tasting ritual inspired by the world of fine coffees, allowing them to explore the full aromatic richness of the bean. An integrated roaster continuously releases captivating aromas, transforming the space into a unique and engaging multisensory experience.

Designed to maximise visibility and retail impact, an innovative POS display – a true “bean glorifier” – showcases the different stages of coffee transformation, combining both olfactory and visual dimensions. This activation enhances the customer experience and positions this Carte Noire shop-in-shop as a powerful driver of in-store differentiation.

A Premium and Engaged Brand Activation

To extend this experience, a Made in France promotional mechanic enhances in-store purchases: shoppers can collect BODUM coffee jars, elevated by French artists such as illustrator Malika Favre.
This artistic collaboration strengthens the brand’s unique identity and creates a strong emotional connection with consumers.

With this exceptional field activation, Carte Noire and GLOBE GROUPE not only boost the brand’s visibility in mass retail, but also affirm a powerful message: coffee as a fusion of passion, excellence, and creativity.