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
Together with GLOBE GROUPE, the brand has transformed the Carte Noire Roastery into a true experiential showcase. Noble materials – wood, marble, copper – combined with vintage LED lighting create a refined universe where every detail enhances the art of coffee.
A barista invites visitors to discover Cupping, a tasting ritual inspired by the world of fine wines, allowing consumers to appreciate the richness and depth of each bean. An integrated roaster continuously releases captivating aromas, turning the point of sale into a multi-sensory journey. Meanwhile, innovative POS materials, acting as a “bean glorifier”, highlight every stage of transformation, blending both olfactory and visual dimensions.
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.
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10
months of activation
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225
stores activated in total
