MOOD Catalogue

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1.CONCEPT
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CONCEPT
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STORY TELLING
Christofle jostles two centuries of tradition with
unprecedented concept rooted in its time:
a new and bold manner of living
luxury in everyday life
With its easy usage and its refined design, “MOOD” is
essential at the center of the table for diners or casual
and convivial brunches.
More than a simple set of flatware in Christofle silverplate, it is conceived as a decorative object which brings
brightness to a kitchen or a living-room.
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COLLECTION NAME
• Conviviality, sharing and good mood
• Gives a soul to the object
• “Marvelous Original Object for Dinner”
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TARGET
CSP + 30 - 40 years old
HENRY’s ( High Earners, not Rich Yet )
Contemporary
Fashion
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Modern kitchen
2. CARACTÉRISTIQUES PRODUITS
2. Product details
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THE CASE
A case with luxurious finishes:
• Design: universal and timeless
• Materials: outside in mirror polished steel and interior disc in
walnut wood
• Christofle coat of arms signature engraved
Functionality:
• Interior disc with specific according to the typology of flatware
• Lower wedge in black resin for a perfect cushion system of
flatware: specific form only for the “Mood“ flatware
• Removable disc and wedge for an easy maintenance (the
wedge is dishwasher safe)
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THE FLATWARE
An elegant and contemporary flatware:
• Design: modern and timeless, complementary to the Christofle
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silverplate offer
Production made in France
Material: Christofle silverplate quality 1
Signature and hallmark Christofle quality 1
Range: 4 references – Table fork, Tablespoon, Table knife,
Tea spoon
A 24 pieces set for 6 people
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THE PACKAGING
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LEAFLET
Les différentes parties de l’écrin se démontent afin
d’en faciliter le nettoyage.
The different parts of the box separate to make its
cleaning easier
Après nettoyage, réassembler en
alignant le disque en bois avec
la base au niveau des ouvertures
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1
(1) 6 x Couteaux de Table | Table Knives
(2) 6 x Fourchettes de Table | Dinner Forks
(3) 6 x Cuillères de Table | Dinner Spoons
(4) 6 x Cuillères à Café | After dinner Teaspoons
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1
THE BOX
Exterior
(1) Using a soft slightly damp cloth
over the metal will be sufficient to
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give it back its sheen
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L’écrin a été développé exclusivement pour ce couvert
afin de permettre un parfait calage des pièces.
The Box was conceived exclusively for this flatware
and enables a perfect fit of the pieces.
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ÉCRIN
Intérieur
(2) Nettoyer la partie en bois
de noyer à l’aide d’un chiffon
légèrement humide et sécher
immédiatement pour éviter les traces
(3) La base en résine noire se nettoie
à la main ou au lave-vaisselle
Christofle turns two centuries of tradition on its head with MOOD, an unprecedented concept rooted in the world
of today : a new and daring way of luxury daily living.
Both its convenience of use and its sleek aesthetics will make MOOD essential for casual and friendly dinners
and brunches.
Representing more than a collection of Christofle silver plated flatware, MOOD is conceived as a decoration
object that will bring sparkles on a kitchen bar or living-room…
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CARE INSTRUCTIONS
Extérieur
(1) Le passage d’un chiffon doux
et légèrement humide suffit à lui
redonner son éclat
Christofle bouscule deux siècles de tradition avec MOOD, ce nouveau concept inédit ancré dans son époque :
une nouvelle façon audacieuse de vivre le luxe au quotidien.
Par son usage facile et son esthétique épurée, MOOD sera essentiel au centre de la table pour des diners et
des brunchs décontractés et conviviaux.
Plus qu’un ensemble compact de couverts en métal argenté, c’est un objet de luxe et de décoration qui apportera de l’éclat à la cuisine ou au living room…
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CONSEILS D’ENTRETIEN
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Interior
(2) Use a soft slightly damp cloth to
for the walnut wood part and dry
immediately to avoid stains
(3) The black resin base can either
be handwashed or
dishwasher
washed
After cleaning, align the openings
of the wooden part with those of the
resin base while reassembling
COUVERTS
FLATWARE
Vos couverts se nettoient aussi bien à la main
qu’au lave-vaisselle
Your flatware can be handwashed as well as it is
dishwasher suitable
- Laver immédiatement après usage
- N’utiliser que des poudres détergentes sans
chlore ni soufre - éviter liquides, gels ou tablettes
- Ne pas utiliser de détergent au citron
- Ne pas mettre en contact avec des couverts en
acier pour éviter les rayures ou les décolorations
- Wash your flatware immediately after use
- Use only sulfur-free and chlorine-free loose powder
detergents - no liquids, gels or tablets
- Do not use any lemon-scented detergent
- Avoid contact with stainless steel flatware as it
may cause scratches and/or discolorations
Utilisation du lave-vaisselle :
- Placer les couteaux dans le même panier avec les
lames vers le bas
- Entrouvrir la porte dès la fin du cycle pour éviter
les tâches de condensation et essuyer les lames de
couteaux à l’aide d’un chiffon doux
Instructions for cleaning in a dishwasher:
- Place knives in the same basket with blades
facing downward
- To avoid water marks, open the dishwasher door
as soon as the cycle is finished and dry knife
blades with a soft cloth
Autres précautions:
- Toujours utiliser un chiffon doux ou le côté doux
d’une éponge lors du nettoyage
- Le chlore endommage irrémédiablement l’argent
- Eviter les contacts prolongés avec des aliments
acides tels que l’œuf, le citron ou le vinaigre
Other Precautions:
- Always use a soft cloth or the soft side of a sponge
for cleaning
- Bleach will irreparably damage silver
- Avoid lasting contact with acidic food such as
egg, lemon, and vinegar
Pour préserver ou retrouver leur éclat, Christofle
propose également toute une gamme de produits
performants et faciles à utiliser.
Christofle also offers a range of excellent and easyto-use care products to preserve their beauty.
3. SALES ARGUMENTS
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SALES ARGUMENTS
MOOD, a UNIQUE offer on the market
A luxurious concept
A set for 6 people
• Lifestyle concept: decorative nomadic object, that can be
placed as one pleases, in the kitchen or in the living-room
• Unique on the market
• Appropriate for the wedding lists
• Perfect for a first accommodation or a secondary house
• Suited to a younger target
An accessible price positioning
• Refill for 2 people, available for additional sales
• Designed for the contemporary receptions, use on a daily basis
• Access to the brand on the silver plate ( - 25 % vs. series 0 )
A convivial object
• A new, elegant and casual way of hosting
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4. SALES SUPPORT MATERIALS
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SALES SUPPORT MATERIALS
RETAIL SHOPPING WINDOWS Setting up: September 1
st
RUE ROYALE SHOWCASE Setting up: September 1
st
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SALES SUPPORT MATERIALS
POS
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SALES SUPPORT MATERIALS
Visuals: packshots and lifestyle
• Visuals: packshots and lifestyle
• Press pack
• Press events, VIP and influencers in Paris, NY, London and
Shanghai
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SALES SUPPORT MATERIALS
PRESS INVITATION
Olivier Fremont
Anne Schuhmacher
Président
Directeur de la Communication
sont heureux de convier
au déjeuner de présentation de MOOD by Christofle, nouveau concept d’art de la table
Mardi 15 septembre 2015 à 12h30 précises
Le Molière
40, rue de Richelieu - Paris 1er
Parking : 15 rue des Pyramides - Paris 1er
Tatiana Troubetzkoy - Responsable des Relations Presse et Publiques
Confirmation : service.presse@christofle.com - 01 55 27 99 59
INVITATION MOOD 02.07.15.indd 1
09/07/15 12:06
INVITATION MOOD 06.07.15.indd 3
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06/07/15 10:52
SALES SUPPORT MATERIALS
ANIMATION MOOVIE
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SALES SUPPORT MATERIALS
DIGITAL
• Home page launched September 1st
• Display of the movie on the website & social networks
• Direct marketing campaign on the social networks
CRM
• Dedicated mailing
• Newsletter
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FAQ
Delivery from the central stock:
1 reference only l Case & flatware separated: 00 65 299 (3 boxes)
• Case in a box with foam blocking and alms-bag
• Leaflet in the case
• Flatware: 2 Christofle folded boxes:
1 with table fork et table
1 with tablespoon and tea spoon
• No restocking on the STEEL case
• To complete the offer, possibility to buy a refill for 2
people: 00 65 308 l 8 pieces
Delivered in a Christofle box (like the serving pieces box)
Delivery to the final customer:
RETAIL
• Setting up of flatware in the Mood in front of the customer
• Or store Mood in its box and flatware in their boxes
• Possibility of restocking on the wood disc and interior
wedge : ask the After-Sales
WEB
• Mood in its box + flatware in their two boxes
• No customization options at this stage
• Possibility to supply hotels and restaurants:
Selling of flatware by 12 minimum at the reference without
the case
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