Citroën Ami: Reinventing Automotive Retail for a New Era of Urban Mobility
Customer Journey
Signage and Environment Design
To launch Citroën Ami, a 100% electric, ultra-accessible urban vehicle, Citroën and Lonsdale set out to disrupt traditional automotive retail. The goal: create an innovative, inclusive sales experience aligned with new consumer habits—digital-first, cost-conscious, and convenience-driven.
Breaking with conventional dealership models, Citroën partnered with Fnac Darty, pioneers in lifestyle and mobility retail, and introduced mobile test centers in custom-designed containers placed in high-traffic urban areas. This was complemented by a selective presence in Citroën’s official network.
Lonsdale developed a unique retail concept inspired by an assembly game box, using raw materials like wood and metal, vibrant orange tones, and pegboard-style displays with playful elastic fasteners. The concept extended to packaging design for customization kits, echoing Ami’s modular, gamified spirit.
The impact was immediate: 200 online orders in the first week, 39 Fnac Darty points of sale by summer, and over 100 participating Citroën dealerships.
Recognition: Gold at the Grand Prix Stratégies du Design (Environment & Signage), Top Com Consumer Award, and e-Marketing Award for Best Customer Acquisition Campaign.
A retail experience as disruptive and democratic as the vehicle itself.







Selected work






Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content


Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity

MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design

Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity









Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content


Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity

MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design

Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity









Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content


Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity

MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design

Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity









Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content


Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity

MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design

Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity









Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content


Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity

MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design

Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity



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Brand Management
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Tone of Voice
Visual Identity
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Business Design
Customer Journey
Signage and Environment Design
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Visual Identity
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Annual and Sustainability Reporting
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Corporate Communications
Social Media and Content
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Clarins
Customer Journey
Digital
Merchandising
Signage and Environment Design
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Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity
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MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design
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Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity
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Maggi
Brand Strategy
Packaging Design
Visual Identity
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Tiger Beer (Heineken Group)
Brand Management
Merchandising
Packaging Design
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Ricard
Packaging
Packaging Design
-
Renault
Architectural Design
Brand Strategy
Customer Journey
-
Ferrero
Architectural Design
Customer Journey
Workspace Design
-
PrestaShop
Brand Platform
Brand Territory
Digital
Tone of Voice
Visual Identity
-
Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content
-
Clarins
Customer Journey
Digital
Merchandising
Signage and Environment Design
-
Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity
-
MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design
-
Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity
-
Maggi
Brand Strategy
Packaging Design
Visual Identity
-
Tiger Beer (Heineken Group)
Brand Management
Merchandising
Packaging Design
-
Ricard
Packaging
Packaging Design
-
Renault
Architectural Design
Brand Strategy
Customer Journey
-
Ferrero
Architectural Design
Customer Journey
Workspace Design
-
PrestaShop
Brand Platform
Brand Territory
Digital
Tone of Voice
Visual Identity
-
Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content
-
Clarins
Customer Journey
Digital
Merchandising
Signage and Environment Design
-
Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity
-
MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design
-
Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity
-
Maggi
Brand Strategy
Packaging Design
Visual Identity
-
Tiger Beer (Heineken Group)
Brand Management
Merchandising
Packaging Design
-
Ricard
Packaging
Packaging Design
-
Renault
Architectural Design
Brand Strategy
Customer Journey
-
Ferrero
Architectural Design
Customer Journey
Workspace Design
-
PrestaShop
Brand Platform
Brand Territory
Digital
Tone of Voice
Visual Identity
-
Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content
-
Clarins
Customer Journey
Digital
Merchandising
Signage and Environment Design
-
Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity
-
MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design
-
Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Packaging Design
Visual Identity
-
Maggi
Brand Strategy
Packaging Design
Visual Identity
-
Tiger Beer (Heineken Group)
Brand Management
Merchandising
Packaging Design