Brand Tone

Avant-garde & Experimental, Curatorial & Artistic, Sophisticated & Enigmatic, Exclusive yet Inclusive (in spirit), Direct & Minimalist (in written copy)

Brand Values

• •Creativity & Innovation
• •Community & Collaboration
• •Discovery & Exploration
• •"Beautiful Chaos"
• •Authenticity & Anti-Establishment Spirit
• •Artistic Expression & Cultural Hub
• •Challenging Conventions

Best Practices

• •Embrace "Beautiful Chaos" and "New Chaos": Let the language reflect the intentional mixing of ideas, the unexpected, and the dynamic interplay of elements. Use juxtaposition and contrasts.
• •Prioritize Discovery over Hard Sell: Frame copy around exploration, interaction, and experience rather than explicit calls to buy. The product is part of a larger creative vision.
• •Maintain an Artistic and Curatorial Voice: Use language that evokes a gallery or cultural space. Refer to installations, collections, and designer visions. Keep descriptions concise and impactful.
• •Be Enigmatic but Invitational: Create intrigue. Don't reveal everything at once. Use visuals to carry much of the narrative, with text that complements and provokes thought.
• •Reflect the Physical Space: The copy should echo the store's unique design where "spaces assert themselves." This means less focus on individual brand narratives in overarching communications and more on the holistic DSMP experience and the "unexpected conversations" between the curated items.

Social Perception

Highly Anticipated & Influential, Iconic & Cult Status, A Destination for Fashion Insiders & Aficionados, More Than a Store, Revolutionary & Unconventional, Inspiring Curiosity, Critically Acclaimed (Conceptually)

Copy Examples

• •A new dialogue. Spaces assert themselves. Discover Dover Street Market Paris. 35-37 Rue des Francs-Bourgeois.
• •[Designer Name] arrives. Unexpected conversations unfold. Explore the latest vision, now at Dover Street Market Paris. Ground Floor.
• •The courtyard transformed. [Artist Name] instills a new perspective. Experience the installation, for a limited time. Dover Street Market Paris.
• •Beyond commerce. Within chaos. A meeting of minds and materials. This is Dover Street Market Paris.
• •Forget what you know of retail. Enter a new landscape of curated disruption. Dover Street Market Paris. Dare to explore.