The English place to be in Paris
Architectural Design
Customer Journey
Visual Identity
A literary landmark on rue de Rivoli since 1903, the iconic English-language bookstore formerly known as W.H. Smithsought to return books to the heart of its offering and reconnect with its heritage. Lonsdale guided the transformation by restoring its original name, Smith & Son, and reimagining the space as a vibrant, cultural destination.
The new brand identity bridges past and present: a modern typeface with M and N shaped like book spines, paired with a classic serif baseline—an elegant nod to its British roots.
Spread across over 600 m² flooded with natural light, the store is structured into three immersive zones:
– The bookstore, with soft tones, traditional counters, and a restored heritage staircase from 1908 painted in rich Oxford blue;
– The Kitchen, a green-toned space evoking a classic English kitchen, featuring cookbooks, curated food items, and lifestyle products;
– The press area, a chic “black box” that highlights Europe’s largest selection of international fashion magazines.
A refined and welcoming space where British charm meets Parisian elegance—a true revival of an institution.











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



-
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
-
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