b' 32Making memoriesThese days, most brands focus their imagination on what is known as the customer experience. Most Genevans have fond memories of the slide in the store where they chose their shoes as children, tells Sbastien Aeschbach. So the brand decided to put slides no one will forget in the new store. Slides symbolise the Aeschbach spirit which values pleasure. The slides were inThis building perfectly the specs from the outset, the manager adds. encapsulates our positioning: contemporary, Standing out from the crowdbut with original features.Aeschbach also organises fun activities and SEBASTIEN AESCHBACHnew services to attract a diverse clientele CHAIRMANto the new store with a vintage booth,a customised trainer service, pop-up stores, and exclusive collaborations. The famous building in Geneva is a destination in itself. RUE DU MARCH 40GENEVAIt is a fascinating attraction, because its beauty was hidden for decades. Le Patio caf in the atrium and opening on to the store means all visitorsboth customers and architecture fanscan soak up the elegance.'