The context and challenges:

Triangle is a ground-breaking multifunctional skyscraper development in the 15th arrondissement of Paris, France, at the heart of the Parc des Expositions – Porte de Versailles district. Its 91,000 sq. m. of space will combine workplaces, restaurants, local shops, a hotel, leisure attractions and services for local residents, including a nursery, a health laboratory and a cultural space whose purpose has yet to be determined. Groupe URW and AXA chose Beaux Arts Consulting to help them define this cultural centre.

Our role:

Beaux Arts Consulting worked with the URW and AXA consortium on a three-phase project:

• The first phase consisted of a diagnostic and an inspiration review, based on interviews with the other operators of the Tower and the surrounding area of the Parc des Expositions. This enabled us to put into perspective the offer in the catchment area, the components of demand (study of target populations), the characteristics of the site in terms of assets and constraints, and the analysis of inspiring locations.
• The second phase, involving the construction of positioning scenarios, enabled us to examine the appropriateness and feasibility of the concepts favored by the client, and to provide them with a decision-making tool. We used the structuring principles of the project to construct a scoring grid for comparing the concepts.
• The third phase was devoted to sourcing relevant operators on the basis of the positioning options chosen by Groupe URW, with a number of preliminary interviews aimed at assessing their interest in the project and understanding how different types of operators, whether public, voluntary or corporate, would set up there.

Impact and follow-up:

This mission enabled the URW/AWA consortium to determine the target audiences for this cultural space and to make progress in the choice of its concept, thanks to a better understanding of the types of cultural operators capable of occupying the cultural space, considering the construction of an economic package compatible with the logic of a property project.