Commerce Architecture — Arnaud Delecolle

Arnaud Delecolle

Strategic Advisor

Brand Culture & Commerce

Branding
Commerce
Product
Culture

About
Values
Alife

Branding
Comércio
Produto
Cultura

Sobre
Valores
Alife

Selected Works

Commerce Architecture.
Sales and distribution systems that strengthen and translate brand equity into scalable revenue across physical and digital retail landscapes.

ROVINCENZI.COM

Directive: Elevate a fine art photographer’s personal brand through a digital presence that differentiates itself from generic, template-driven portfolio presentations. The objective was to create a scalable, high-conversion commerce infrastructure capable of being managed by a solo operator with zero maintenance downtime.

Strategy: Architected a digital environment that reflects the sophistication of high-end art publishing houses, utilizing a bespoke CMS that automates complex editorial layouts and inventory updates via data-driven imports. The infrastructure features localized payment gateway and logistics integrations, ensuring a high-prestige aesthetic across all touchpoints without the need for ongoing third-party technical support.

OBRA

Directive: Embrace the growing consumer acceptance of digital-native brands and evolution of ecommerce to bypass traditional, low-margin wholesale dependencies while leveraging strategic physical retail as a key brand-positioning anchor. The objective was to build a direct-to-consumer ecosystem that functioned as a high-performance commerce engine and a prestige-validated presence in the global market.

Strategy: Engineered a proprietary growth engine centered on a goal of an 80/20 DTC-to-Wholesale distribution split, utilizing original content and contextual retail placements to drive cultural capital. This architecture allowed for a tiered merchandising strategy where high-visibility cultural collaborations funneled demand toward high-retention core products. The system was underpinned by a PhD-led hyper-targeted consumer acquisition strategy using geospatial modeling to maximize ROI while maintaining a sophisticated, editorial-first digital aesthetic.

ALIFE RIVINGTON CLUB &
A.R.C. Sports

Directive: Fill a void in a marketplace that failed to recognize the evolution of the sneaker consumer mindset from that of a footwear buyer to that of a sneaker collector. The objective was to create a high-prestige destination that paid tribute to the product’s cultural significance.

Strategy: Architected a retail environment designed to transmit the importance and permanence of sneaker culture through a high-end, century-old "Savile Row" aesthetic. The storefront was deliberately obscured to institutionalize the "hunt" inherent to collector culture, as well as the feeling of reward upon discovery. Recognized as Footwear Store of the Year by Footwear News, the shop gained cult status and established a blueprint for Sneakerhead retail culture globally. The resulting brand equity enabled the launch of A.R.C. Sports, a performance-driven offshoot designed for modular merchandising flexibility and to scale into high-margin soft goods and proprietary product lines.