Product 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

Product Architecture.
Product design frameworks and merchandising logic optimized for scalability and market-driven opportunities.

OBRA

Directive: Translate the "Utility & Artistry" OBRA brand DNA into a physical product system that balances high-performance comfort with the artisanal integrity of the vulcanized footwear manufacturing process. The objective was to engineer a footwear architecture that could deliver premium, handcrafted quality and ethical production/material standards while maintaining the modular scalability required for a global DTC model.

Strategy: Engineered a proprietary merchandising and manufacturing logic centered on standardized modular components and a production scheme designed to maximize SKU variety while minimizing tooling overhead. This system integrated sustainable material innovation—including the OBRA BIOEVA Working Footbed™ and a rubber formula utilizing 100% plant-based rice husk silica—with an agile supply and reorder manufacturing strategy. By mastering a handmade vulcanized process typically reserved for high-volume players, the architecture successfully merged utilitarian durability with an ethical, low-waste manufacturing framework that prioritizes product longevity and quality,

MARYJANE

Directive: Translate the brand’s "Urban Mobility" narrative into a versatile product architecture that bridges the gap between specialized women's skate equipment and a premium fashion-lifestyle footwear line. The objective was to engineer a scalable product system that maintained subcultural legitimacy while appealing to a high-volume, global consumer base.

Strategy: Leveraged deep-rooted factory vulcanized production know-how and an extensive material library of technical fabrics and premium leathers to develop distinct, cross-category collections. This architecture was designed for modular merchandising, allowing the product to live credibly across disparate retail environments and distribution channels—from core skate shops to high-end fashion boutiques—without compromising the brand’s authentic heritage.

SAUCONY

Directive: Conceptualize original color narratives and seasonal themes for performance running footwear lines. The objective was to develop cohesive creative visions for capsule, limited edition collections destined for key retail accounts.

Strategy: Developed a comprehensive creative methodology involving market trend analysis and the transformation of abstract color stories into themed storytelling frameworks.