This was the challenge taken up by RATP, in collaboration with Affective, a strategic and creative agency dedicated to branded objects. Together, they have created RATP La Ligne, a daughter brand that reinvents the iconic visual codes of the Paris metro into everyday objects. Why did RATP choose this path? What lessons can be learned from the first collections? How can an institutional service brand evolve towards a more lifestyle and retail universe? Affective and RATP take you behind the scenes of this ambitious project, from concept to marketing, distribution and the strategic evolution of the brand.
