1. Marie-Aude Hosten
Marie-Aude Hosten, leasing director at Nhood, oversees the commercial balance of the Cloche d’Or Shopping Centre. (Photo: Julian Pierrot/Paperjam)
Behind every shop, every aisle and every landmark at the Cloche d’Or Shopping Centre lies meticulous planning. As leasing director at Nhood, Marie-Aude Hosten ensures the commercial balance of the site, with a remit that goes far beyond simply letting retail units. From selecting retailers and planning shop layouts to managing footfall and ensuring the range of shops complements one another, her role is to orchestrate the whole experience to make visitors’ journey as smooth and enjoyable as possible.
2. Reception
The reception area is a real point of reference for visitors. (Photo: Julian Pierrot/Paperjam)
Initially deemed too small given the building’s footfall and capacity, the reception area has been completely redesigned to serve as a real landmark as soon as visitors arrive. “We used to have an undersized reception area. Now, when you arrive, you notice it straight away,” says Marie-Aude Hosten. Located at the main entrance, the space welcomes and guides visitors. This is an essential feature in a venue that welcomes over 7 million visitors a year.
3. Nike, the driving force
Located at the entrance to the centre, Nike acts as a driving force in attracting visitors. (Photo: Julian Pierrot/Paperjam)
The most attractive high-street brands are never located at random. Nike’s recent arrival is a case in point. Situated at one of the centre’s main entrances, the brand acts as a driving force: it attracts visitors and helps shape the first impression of the site. “As soon as you arrive, you see Nike. It sets the scene. In the customer experience, that initial impression is absolutely crucial,” explains Marie-Aude Hosten. For the teams at Nhood, the challenge goes far beyond simply selling trainers or sportswear. The aim is to create a strong visual landmark, capable of setting the tone from the very first few metres and encouraging visitors to continue exploring the centre. The initial results seem to confirm this strategic choice: according to Marie-Aude Hosten, on opening day, footfall at the centre exceeded usual levels by 30%.
4. Invisible signage
The kiosks subtly guide the flow of people and make movement around the site more intuitive. (Photo: Julian Pierrot/Paperjam)
At first glance, the kiosks set up along the shopping promenade appear to be intended solely for dining or snack breaks. In reality, they also serve as a form of invisible wayfinding. Positioned at strategic points, they naturally organise the flow of foot traffic and minimise certain intersections of foot traffic. Without dictating a specific direction, they intuitively guide visitors and help to keep the flow of people moving smoothly. A good customer experience is one that goes unnoticed.
5. Ladurée, or the art of breaking the rhythm
With its distinctive visual identity, Ladurée sets the pace along the route and catches the eye. (Photo: Julian Pierrot/Paperjam)
Even a shop’s façade can contribute to the overall experience. With its shop’s distinctive visual identity, Ladurée exemplifies a desire to break away from the uniformity often associated with shopping centres. “It was exactly the sort of concept we wanted to incorporate. It immediately creates a visual focal point along the visitor’s route,” emphasises Marie-Aude Hosten. Whereas some shopping centres impose standardised shopfronts, retailers here are encouraged to fully express their identity in order to create visual landmarks, add variety to the shopping experience and spark curiosity. It’s a way of transforming a succession of shops into a more lively and memorable outing.
6. The Inditex clusters
Bringing Inditex’s brands together makes the shopping experience easier. (Photo: Julian Pierrot/Paperjam)
The Inditex Group, which includes brands such as Zara, Oysho, Massimo Dutti and Stradivarius, is one of the shopping centre’s main attractions. Located at the far end of the centre, it encourages visitors to walk through the mall whilst allowing them to easily compare several shops with similar styles. This ‘cluster’ approach is also evident elsewhere in the centre, particularly on the upper floor where several men’s fashion shops have been grouped together in a single area. As well as enhancing the visitor experience, this grouping also offers the Spanish retail giant greater flexibility. If one retailer performs better than another, retail space can be reallocated more easily without having to rethink the entire retail layout. This flexibility allows the offering to be adapted to market changes whilst maintaining the coherence of the customer journey.
7. The Food Corner
The Food Corner’s location makes it easy to take a quick break without interrupting your shopping trip. (Photo: Julian Pierrot/Paperjam)
At first glance, the Food Corner meets a simple need: to grab a bite to eat. But its location, too, is the result of careful consideration. Originally planned for another part of the centre, it was eventually situated right next to the escalators and the entrance so that it could be reached quickly, particularly by local office workers who often have just an hour for lunch. The aim is to provide a quick and efficient break without disrupting the customer journey.
This article was written for the supplement Customer Experience from the July 2026 issue of Paperjam magazine, published on 17 June. The content is produced exclusively for the magazine. It is published on the website to contribute to Paperjam’s comprehensive archive.
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