retail focus may 2016
DESCRIPTION
The publication for the retail design industry.TRANSCRIPT
Sports retail
In-store marketing
VM & Display Show review
Sports retail
Reign SupremeNew York streetwear brand opens in Paris
May 2016 £4.00
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2015-06 Retail Focusemb.indd 1 26/06/2015 12:47:04
Regulars7 Leader
8 Diary
11-14 News
17-18 WindowshoppingInspiring window displays from the UK and around
the globe.
20 TopofthePOPS
23 KarlMcKeeverWhy there are fundamental lessons to be learnt from
the BHS story.
www.retail-focus.co.uk
.25-32 ProjectFocusHunter: Supreme: Heidi Klein
39 OpinionAs Style Psychology publishes its sensory retail design report, consumer psychologist and founder of the consumer behaviour consultancy Kate Nightingale discusses the science behind successful retail environments.
49-58 ProductsProducts and services for the retail industry.
66 Q&AStudioXAG co-founder Gemma Ruse on setting up the creative agency, the rise of digital and her love for big scale projects.
Regulars35Sportsretail:Fitforthefuture FocusonFlooring60 45
VM&DisplayShowreview
41POPmarketing
FeaturesFeaturesFeaturesFeaturesFeaturesNew York streetwear label, Supreme has collaborated with Brinkworth and
Wilson Brothers to design its new store in Paris, which has an unusual layout.
ReignSupreme28-29
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In April, JD Sports reported a 45 per cent jump in annual profits after a surge in sales of women’s sports clothing. The sports fashion retailer, which has opened new larger flagship style stores in London, Glasgow, Newcastle and Amsterdam, is one of many tapping into the growing athleisure wear trend. Even Beyoncé is jumping on the fitness fashion bandwagon with her new Ivy Park collection, which, incidentally, is available at JD Sports (alongside Topshop, Selfridges and Net-A-Porter in the UK). This month, we step into the world of sports retail and examine how the shopping journey in this sector is evolving (pages 35-37).
At the VM & Display Show in April, we proudly presented the second annual Retail Focus Store Concept Award to Ted Baker for its Ted Baker & Moore store in Spitalfields, which opened in June 2015. Readers of Retail Focus voted for their favourite scheme from a shortlist of 12, which also included Lush, Oxford Street and The Cambridge Satchel Company, Seven Dials. If you missed the exhibition, you can check out some of the key trends in our review on pages 45-46.
Also in this issue, we look at some of the current challenges and opportunities facing in-store marketing (pages 41-42), and Karl McKeever explains why it’s important to learn from the demise of BHS (page 23).
You can keep up-to-date with the latest developments in retail design on our website at www.retail-focus.co.uk and across our social media platforms.
Happy browsing!
leader
Gemma BalmfordEditor
Managing EditorGemma Balmford
t. +44 (0)7908 895 906
EditorLyndsey Dennis
t. +44 (0)7500 138 810
Display SalesLee Cullumbine
t. +44 (0)845 680 7405
Production & WebTerry Clark
t. +44 (0)845 680 7405
For subscription enquiries please email:
Retail Focus is published 12 times a year by
Retail Focus Promotions Ltd, Yeomans, Bassetts Lane,
Woodham Walter, Maldon, Essex, CM9 6RZ.
No part of Retail Focus may be reproduced, stored in a retrieval
system or transmitted in any form without permission. Please
address all enquiries to the editor at the above address. The
opinions expressed in Retail Focus are the views of the writer and
do not necessarily reflect the views and opinions of the publisher.
Every effort has been made to ensure accuracy of the information
contained in these pages. We will assume permission to publish
any unsolicited material unless otherwise stated.
©Retail Focus Promotions Ltd 2015.
Retail Focus is proud to be associated with and a supporter of ACID
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8
diary
Chelsea in BloomChelsea, London23-28 May 2016
Back for its 11th year, Chelsea in Bloom
is produced by the Cadogan Estate in
association with the Royal Horticultural
Society (RHS) and will transform the
streets of Chelsea with breathtaking
floral displays. The annual competition
has grown dramatically each year, with
various retailers adorning their shop
fronts with creative designs to compete
for the coveted awards. This year’s theme
is ‘Circus’, inspired by the Rio de Janeiro
Carnival. The competition will showcase
floral displays reflecting the participating
retailers’ interpretation of the theme in their
own unique style.
DOYSQ
www.chelseainbloom.co.uk
New DesignersBDC, LondonPart 1 29 June - 2 July 2016Part 2 6-9 July 2016
Now in its 31st year, New Designers
is an important date in the diary for
discovering emerging talent. Every year,
more than 3,000 of the most promising
graduate talents from Britain’s leading
design courses exhibit. The event
features everything from illustration and
animation to furniture and fashion.
NewDesigners
www.newdesigners.com
Missoni Art ColourFashion & Textile Museum, London6 May - 4 September 2016
Explore the creative process of Italian
fashion house Missoni and the textiles of
Ottavio and Rosita Missoni in the context
of 20th Century fine art. View more than
60 years of fashion alongside paintings
by leading 20th Century European artists,
and textile studies, paintings and Arazzi by
Ottavio Missoni.
FashionTextile
www.ftmlondon.org
London Festival of ArchitectureLondon, Citywide1-30 June 2016
London Festival of Architecture is a
city-wide celebration of architectural
experimentation, thinking and practice.
The programme will feature exhibitions
and events organised by London’s leading
architectural, cultural and academic
institutions alongside architects, designers,
curators and community groups. The
theme this year is ‘Community’.
LFArchitecture
www.londonfestivalofarchitecture.org
The NEC Showcase is ‘Back in Town’Join the AV and Digital Signage, ‘must attend’ event of the year
VENUE Millbank Tower, SW1P 4QP DATE 18th-19th May 2016
Register now at www.showcase-nec.com/registration
NEC_Showcase2016_Banner_180x30.indd 1 5/4/16 16:46
Photography ©Mark Cocksedge
Recognising and celebrating the work of our innovative and talented industry, the 12th VM & Display Awards will be held at the Bloomsbury Big Top, London on the 24th November 2016.
We are currently accepting entries - deadline is the 19th August 2016. For full entry details please see: www.vmanddisplayawards.com
Tables and tickets are selling out fast so to avoid disappointment please contact us asap.Call 01945 420 068 or email [email protected]
Recognising and celebrating the work of our innovative and talented industry, the 12th VM & Display Awardswill be held at the Bloomsbury Big Top, London on the 24th November 2016.
We are currently accepting entries - deadline is the 19th August 2016. For full entry details please see: www.vmanddisplayawards.com
Tables and tickets are selling out fast so to avoid disappointment please contact us asap.Call 01945 420 068 or email [email protected]
#christmas is
comingBarthelmessUK
Global Manufacturing and Logistics
Christmas Factory
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t: 01438 318634 - 724065
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The specialists in high volume Christmas schemes
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May_2016_rf.indd 1 16/05/2016 15:11
11
news
Online retailer Great Little Trading Co
(GLTC) has brought its collection of
children’s furniture, home accessories
and classic wooden toys to the high
street for the first time with a showroom in
Wandsworth, London.
Designed by Resolution Interiors, the
560 sq m showroom space features a
series of inspirational room sets where
children can interact, discover and play
with the products.
A large, welcoming entrance greets
customers, where there is the opportunity
to make small impulse purchases.
The space houses around 80 per cent
of the product line, with the company’s
CEO, Jamie Reeve saying that it was about
getting the right balance between space
and product.
Online site notonthehighstreet.com opened
its first ever offline shopping event on
Friday 6 May at Old Spitalfields Market in
celebration of its 10th birthday. The Open
Door event ran for three days, transforming
the historic market into an interactive
shopping experience.
Customers stepped through one of
several immersive entryways, transporting
them into a unique retail space where they
were able to experience all of the online
Great Little Trading Co opens first physical retail space
retailer’s key categories, from prints, art
and homeware to garden accessories, and
health and beauty.
More than 100 small, creative
businesses that sell through the
website took part in the pop-up space.
Demonstrations and workshops took place
over the three days, with sellers from the
site on hand to supply everything, from
food and drink tastings to hula hoop
sessions, creative workshops, music and
much more.
The store deliberately avoids
technology gimmicks. Instead, friendly and
knowledgeable staff are on hand to advise
and assist, and place orders on ipads for
next-day delivery.
‘We want to show customers how we
make it simple, we make it look good and
Online site notonthehighstreet.com opened
notonthehighstreet.com moves offline with London pop-up event
we make it better,’ says Reeve. ‘No one
else on the high street is dedicating as
much space, care or attention to children’s
home furnishings and interiors.’
The company plans to open further
sites across the UK, including Brighton,
Liverpool and Birmingham.
12
news
MVRDV has designed a facade made
completely of glass for a boutique store
located on PC hooftstraat, an upmarket
shopping street in Amsterdam. The design
hopes to provide a solution to the loss of
local character in shopping areas around
the world.
The ‘Crystal Houses’ scheme mimics
the original buildings and comprises an
extensive mix of bricks and the details
of the window frames, but is stretched
vertically to comply with updated zoning
laws and to allow for an increase in
interior space.
MVRDV worked closely with a number
of partners to develop the technologies
for the scheme. Solid glass bricks were
individually cast and crafted by Poesia
in Resana, near Venice. Research
In brief...The Swatch Group has opened a
flagship in Times Square. Located at 1535
Broadway, the 399 sq m store will provide
customers with an interactive experience.
Jo Malone has opened a new boutique
at Spitalfields on Brushfield Street. The
store design fuses a classic feel with a
modern twist.
Brand design agency Missouri Creative
has appointed Phil Heys as creative
director. Heys will report directly to
Missouri’s co-founders and creative
directors, Stuart Wood and Paul Brennan.
All three worked together at Fitch, where
Heys spent 13 years, working his way up
from senior designer to creative director,
leading 360 degree branding campaigns
for clients such as Adidas and Camel.
Coffee shop chain Costa Coffee is
refurbishing three of its stores to mark
the start of summer and the launch of
its new summer food and drink menu.
Designed in collaboration with
SP Group, the Seriously Summer concept
stores launched in London, Leeds and
Glasgow on Thursday 5 May 2016.
The decor includes full-sized
window, floor, wall and table vinyls
with tropical prints and flamingos, and
brightly patterned coasters, cushions
and plants. Hot pink neon signs light
up the interior.
The stores, on Great Portland
Street, London, Briggate, Leeds
and Sauchiehall Street, Glasgow, also
incorporate selfie zones, where customers
can pose in a Miami-themed setting
complete with sun loungers, fake grass
and flamingos.
Caroline Harris, UK&I marketing director
at Costa, comments: ‘We wanted to give
select Costa stores a complete revamp to
celebrate the start of summer and create
an engaging environment for customers to
enjoy our new summer menu. We hope the
fresh look will encourage customers to see
Costa as a seriously summer destination.’
The Seriously Summer interiors will
remain in store until 27 June 2016.
undertaken by the Delft University
of Technology, in partnership with
engineering firm ABT and contractor
Wessels Zeist, led to the development
of structural solutions and fabrication
techniques, with the use of a high-strength,
UV bonded, transparent adhesive from
Delo Industrial Adhesives in Germany to
cement the bricks together without the
need for a more traditional mortar.
All of the glass components are
completely recyclable. Waste materials
from the project, such as imperfect bricks,
were melted down and re-moulded or
entirely repurposed. Once the building has
reached the end of its life span, the whole
facade can be melted down and given a
new life.
Coffee shop chain Costa Coffee is and Sauchiehall Street, Glasgow, also
Costa unveils Seriously Summer concept stores
UNIQLO has announced a partnership with
Tate Modern on the opening weekend of
the new expanded gallery, which launches
on 17 June 2016. The partnership will
MVRDV has designed a facade made undertaken by the Delft University
MVRDV creates glass facade for boutique store in Amsterdam
UNIQLO and Tate Modern announce partnership
include a series of events and activities
across the summer, which will reaffirm
UNIQLO’s commitment to enabling
London’s creative scene.
The weekend will kick off a three-year
partnership between UNIQLO and Tate
Modern, which represents the coming
together of two brands with a shared
dedication to improving life, whether
it be through innovative, high-quality,
affordable apparel or enriching,
thought-provoking art.
Following the opening weekend, Tate
Modern will introduce ‘UNIQLO Fridays’, a
series of special events involving music,
arts and culture, open late to the public.
The partnership will also see a number of
events hosted by the UNIQLO WearHouse
London, a creative space at the new 311
Oxford Street flagship store.
1313
A new installation in Covent Garden is
encouraging visitors to enjoy a moment
of reflection. ‘Reflect London’ comprises
2,972 sq m of mirrors around the eastern
facade of the Market Building and has
been brought to life by specialist design
agency, Sculptivate and creative advisors,
Verracchia & Partners.
The installation has been created to
offer a new perspective of the historic site
while concealing essential building works
as the Grade II listed landmark undergoes
its latest transformation. The renovation
will include an iconic new restaurant
from SUSHISAMBA.
Visitors will be able to take a moment
of reflection as 19th Century classical
architecture and modern minimalism
collide with the sky in a spectacle of
news
Ted Baker unveils flagship Grooming Room
reflected light. There are 67 mirrors in total
at the Piazza, the angles of which will
be adjusted as time passes to create an
ever-changing surface reflecting countless
viewpoints and endless perspectives of
Covent Garden through the seasons. The
installation will be in place for around
eight months.
‘The refurbishment of the Market
Building heralds a new era for Covent
Garden so we wanted to take a moment
to reflect and encourage our visitors to do
the same,’ says Beverley Churchill, creative
director of Capco Covent Garden.
‘We like to surprise so rather than opt
for traditional hoardings, we’ve created
something more visually arresting for our
visitors to discover.’
Covent Garden turns renovation into a work of art
Luxury footwear brand GINA is set to
open its newly refurbished boutique
on London’s Sloane Street in May.
Designed by Caulder Moore, the
retail interior pays homage to artist
Rudolf Stingel, presenting ‘historically
decadent references in a distinctive
contemporary and minimal aesthetic’.
The interior walls are panelled in
cut grey marble stone, while chevron
flooring is assembled from silvered
wood, and silk carpeting adds a
luxury feel.
The luxurious yet relaxed space
is surrounded with gold and metal
displays, giving an open plan,
modernist vibe. A distressed real gold
leafed feature wall has been hand
rendered with the same level of passion
and craftsmanship as the handmade
shoes on display. A snakeskin-panelled
screen with gilt display boxes provides
a perfect backdrop for classic shapes
and colours. Each area is carefully lit, to
create drama and highlight the shoes
and handbags.
‘It was great to adapt the GINA
brand DNA and translate if for a
new audience and think about how
millennials approach luxury,’ says Maria
Correia, creative director at Caulder
Moore. ‘They are more open and
relaxed, and I think this comes through
in the design, with hints of glamour that
appeals to existing customers too. The
gold graffiti wall really sums this up.’
GINA opens refurbished London boutique
Ted Baker has opened the doors to its
new flagship Grooming Room at Lancaster
Place, London. This Grooming Room offers
gents the red carpet treatment in an urban
aesthetic with historic ties.
The space is based on the Lancaster
Place building being a stone’s throw away
from the original home of the BBC, and
takes inspiration from the dapper dandies
of television’s golden era. FormRoom
produced a series of bespoke installations
and sourced vintage items to style the
slick interior.
FormRoom created a starburst light
feature above the coffee bar that harks
back to the bygone headquarters of
the BBC, with a contemporary twist. This
feature is made out of a mix of sourced
television aerials and antennas with red
neon lighting.
FormRoom also collaborated with the
lead architect to produce a feature wall
that sets the tone of this Grooming Room’s
specific urban aesthetic. The exposed
brick wall is clad in blackened steel with
cut-out displays for bespoke installations.
Inspired by the silver screen, the team
created sculptures made out of radio
equipment, a vintage television displaying
white noise and a miniature television
containing a set model of the Lancaster
Place Grooming Room.
Habitat has re-opened its Tottenham Court
Road flagship store following a £1.5 million
refurbishment. Designed in-house, the
two-storey renovation features a new
simplified layout and modern interior
design scheme that strips the building
back to its original architectural framework.
A streamlined glass central staircase,
bespoke ‘outline’ fixtures and a
monochrome scheme with dark wood
floors throughout aim to enhance the
feeling of light and space in the store, as
well as highlighting the signature bold
and bright colour palette used in the
retailer’s collections.
Traditional ‘enclosed’ window displays
have also been replaced with open
vignettes, allowing shoppers to view the
full store from street level.
Interactive touch screens have been
introduced throughout the store to drive
awareness of the recently upgraded
Habitat website, while a statement video
wall at the entrance of the store also
showcases Habitat’s online content
with in-house designed creatives,
behind-the-scenes films and specially
commissioned artworks.
‘We wanted to create a flagship that
represents our brand today, demonstrating
how significantly we’ve moved Habitat
on creatively over the last five years,’
says Clare Askem, managing director of
Habitat. ‘The new store now truly reflects
what we stand for, designed in-house by
our London studio to embody our values
of good, fun design that is unexpected
and forward thinking. It’s very different to
Mobility/independent living store
The Unlimited Company (part of
Simplyhealth) has implemented a
new store design by Fitch that gives
customers the chance to see, feel and
try out products in an innovative way,
using a variety of technology.
The ultimate goal was to design
stores that challenged the perceptions
of health, age and disability, with the
aim to help customers remain forever
active and promote the possibilities
of leading a limitless lifestyle. The
space is designed for a variety of
people and different ages. A central
hub allows staff to welcome new and
existing customers into the store,
providing an opportunity to stop and
discuss the aims of their visit. It is also
a chance for the brand to highlight
the Habitat that you’ve seen before and
has been an opportunity to re-affirm our
identity on Tottenham Court Road as a
design brand. There are no gimmicks
or distractions here — we’re letting the
designs speak for themselves — in terms
of quality and price point, in a new store
environment where simplicity is key. I
think we’ve really successfully brought
together both online and offline strands
of the business, understanding how our
customers are shopping today and we’ve
set a benchmark for how we plan to evolve
the brand going forward combining offline
and online retail. For me, Tottenham
Court Road is the perfect embodiment
of this future multichannel vision and
marks a really exciting new chapter in the
Habitat story.’
news
Habitat has re-opened its Tottenham Court Interactive touch screens have been the Habitat that you’ve seen before and
Habitat unveils new-look London flagship
14
key specialist talent in the specific area
of each store, allowing an incredibly
important sense of locality and support to
the consumer.
‘This project is about shifting from a
sense of disability to a feeling of living
without limits. Treating customers as
people, not patients,’ says a spokesperson
from Fitch. ‘Developing a space that
celebrates previously unappreciated
products, showing everyday lifestyle aids
and inspirational mobility products.’
Everything from the flooring to the
whole layout has been thought of to
make the space user friendly, not only for
wheelchairs but for everyone.
The first store of this kind recently
launched in Bristol, and a programme will
now follow to refurbish existing stores using
the ‘store of the future’ design.
The Unlimited Company launches store of the future
GENESIS ad for retail focus 5-16.indd 1 13.04.16 09:14
Stand number E3. VM and Display show 2016 www.panachedisplay.co.uk [email protected]
WindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindowWindow
17
visual merchandising
shoppingInspiring window displays from around the globe
Fortnum & MasonTo celebrate the Queen’s 90th birthday, Fortnum & Mason created a
window display using a vintage image featured on Tatler magazine’s
celebration issue front cover. As part of the scheme, Lucky Fox produced
an oversized moving party blower, branded for Tatler, to add fun and
humour to the occasion.
ChloeWorking closely with scenic artists, Harlequin Design
produced two windows for Chloe at Selfridges to
coincide with the launch of the SS16 collections in store.
The display included stone-effect walls, floors and
plinths, and a large canvas graphic.
To celebrate the launch of the
3,440 sq m Body Studio in April,
Selfridges unveiled the ‘EveryBODY’
window campaign, featuring
mannequins exercising. The Selfridges
team created the concept design
and worked with Elemental to bring
the vision to life. The studio produced
various elements for the full run of
windows, including hand-finished
balance bars with a brass effect.
Selfridges
18
Fenwick of Bond StreetEntitled April Showers, this recent window
installation at Fenwick of Bond Street
showcases the current collection of
raincoats, handbags and shoes. The
scheme features five raincoat-clad
mannequins, which are suspended
below umbrellas alongside black metal
cubes, used to display the collections.
The floor and backwall are covered with
a printed vinyl, with the wall hosting a
large sun lightbox in the central window
surrounded by rainclouds. The window
is finished with large rainbow graphics
and the hashtags #standoutinthecloud
#wellhellobrolly and #splashout
The scheme was produced in
collaboration with Harlequin Design.
visual merchandising
Vivienne Westwood The Vivienne Westwood windows on Conduit Street, London are inspired by
the brand’s SS16 ‘Mirror the World’ campaign. The display features suspended
3D mirrored globes, supported with clear acrylic lattices. In the women’s store,
a mannequin gracefully lays beneath the globe, while in the men’s store, the
chromed globe is suspended inside an acrylic cube printed with a full colour
map, which gives the sense of a reflected world. The scheme was produced
in collaboration with StudioXAG, with a series of 10 windows across the UK and
Europe installed in total.
Harvey NicholsHarvey Nichols unveiled a
run of dedicated menswear
windows at the Knightsbridge
store in April to support the new
menswear department, which
opened following a nine-month
refurbishment. The space occupies
the two lower ground floors of the
store and marks the first stage of
an ambitious four-year plan to
renovate the entire store.
House of FraserHouse of Fraser’s BAFTA-inspired window on London’s Oxford Street was
embellished with crystal-cut chandeliers and theatre set-style decoration.
Designed in collaboration with Blacks VM and La Rosa mannequins, the display
showcased the retailer’s occasion wear collection and associated pieces.
TopshopThe Topshop Oxford Circus windows
in London were recently transformed
into a New York-style neighbourhood
park gym for the launch of Beyonce’s
new activewear label, Ivy Park.
The display featured an army of
Ivy Park mannequins housed in a
large, bespoke industrial scaffolding
structure, accessorised with vintage
gym equipment and concrete style
flooring. The scheme was created in
collaboration with Blacks VM.
See more window installations online:
www.retail-focus.co.uk/vm
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Retail Focus A4_May_2016.qxp_Layout 1 16/05/2016 10:01 Page1
POP
POPStopCompany:HRG
Client:TaylorMade Golf
Display title:TaylorMade Golf Shop-in-Shop Display
Sector:Sports and Leisure
Location:Throughout Europe
The brief:With a brief to update the existing
shop-in-shop design to showcase the
brands’ products, TaylorMade wanted
to raise the bar for in-store brand
communication with shoppers in the sector.
The display was to reinforce TaylorMade
Golf’s brand values as an innovative and
technology-led company with an impactful
POS solution.
The solutionTaylorMade Golf, renowned for innovations
in performance-enhancing golf equipment,
talks to the aspirational golfer, but it is
especially popular with younger golfers
who generally tend to be early adopters
of contemporary technology retail
environments. So the idea was a white,
high gloss, eye-catching solution. The
result is an impactful, modern display
juxtaposed against a relatively conservative
retail environment.
A dramatically angled, fully recyclable
display, along with a changeable
media screen and six coloured lighting
options to future-proof against upcoming
designs, enhances and educates while
simultaneously adding theatre.
Taking inspiration from technology
stores such as Apple, HRG’s modular design
— which allows shoppers to view and interact
with the whole club by displaying the
products head up — has revolutionised the
way that golf equipment is merchandised.
www.hrg.co.uk
of the
20
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Q & A
23
Learning from BHS
As I sit here in the Visual Thinking office writing this month’s column,
British Home Stores is teetering on the edge. Having just entered
administration, the future for the retailer, and its staff, looks bleak.
The result of a series of strategic errors and missed opportunities
for revival that have put the biggest high street retailer since
Woolworths on the chopping block.
Strategically, a number of factors colluded to bring about the
retailer’s fall from grace. The decision by BHS to move into food
was always going to be an uphill struggle, especially given the
challenges faced by the big four. The retailer was also wide of the
mark with online shopping. But in truth, the biggest factor was this
— as a retailer, and as a shopping experience, it has been starved
of genuine investment for a decade. While it’s easy to point out
the mistakes of a business after its demise, there are fundamental
lessons to be learnt from the BHS story. It’s important to take heed
of others’ failures, as these lessons, regardless of external market
conditions, will be crucial ones for those other mainstream retailers
out there that are starting to look a little ‘ropey round the edges’.
Any struggling retailer seeking to transform its business must
take the initiative and get on the front foot in order to stem the rot.
It’s vital that retailers have the bravery and conviction, if needed,
to reinvent their brand and target audience — even if in doing so
they lose a few customers in the short term. The very worst thing that
it can do is take small steps — decisive, radical action is required
if a turnaround in fortunes is going to be noticeable to shoppers,
and meaningful to both staff and investors, especially within an
operation of BHS’s size.
But, while focusing on the future is important, fixing and
improving the here and now is just as essential. Existing stores that
are trading poorly should be objectively critiqued, with both policies
and retail standards within them improved, as a matter of urgency.
This could have quickly addressed immediate negative customer
perceptions and more importantly, improve sales and profit to
generate more cash to reinvest in the business.
Once the ship has been steadied, a new and revised
proposition should then be implemented across the retailer’s entire
portfolio. All too often when brands are trying to get back on track,
KarlKarl
all of the energy and money goes into a new concept store. While
this may set the tone for future development, it does nothing for the
existing estate on a wider scale. Shoppers need to see a visible
difference, and quickly — requiring the changes that retailers make
in such circumstances to be truly scalable so that improvements
can be embedded efficiently and effectively. To borrow a football
analogy, shoppers want to see you delivering results on a rainy
Tuesday night in Stoke.
To do that requires retailers to successfully engage store teams,
the people ultimately responsible for making change happen.
The customer-facing elements of the business must be motivated
and inspired to ensure changes hit home with shoppers. When
the media consistently reports falling sales figures, and the threat
of administration and redundancies looms, those working on the
shop floor can become uncertain, de-motivated and anxious. This
negativity is contagious, and is easily transferred to shoppers in
the store. Businesses of BHS’s size and history will have a wealth
of talent, loyal ‘lifers’ who have much to offer and view their role as
more than just a job. It is this dedication that retailers must tap into,
in order to truly deliver real change across the entire business.
You can have a winning strategy, but implementing it requires
hard work and no half-measures. It’s no coincidence that Tesco
overtook Sainsbury’s in terms of sales and market share, after it
embarked on a nationwide store clean up and POS replacement.
This is a strategy that has been rolled out by Tesco on numerous
occasions after a poor period of trading. Doing the fundamentals
well, but being brave enough to do so on a large scale and with
the necessary investment, helps keep a brand refreshed in the eyes
of shoppers. Over in Australia, retailer Big W embarked on its own
transformation project last year, supported by the team at Visual
Thinking who helped to redefine retail standards across all stores,
reset visual merchandising policies and deliver training to the store
teams to activate change. This gave the business a new lease of
life, improving sales and helping to give Big W its ‘mojo’ back. It
is this proactive, forward-thinking strategy that is the difference
between reviving fortunes and ending up in the same situation as
Woolworths and BHS.
Ideally, all retailers should have a programme of continuous
improvement so that they don’t find themselves needing a complete
transformation of their brand and offering. The once proud BHS got
comfortable, didn’t pay attention to the competition and then failed
to act quickly or ambitious enough with its recovery plans. Inspiring
staff, steadying the ship with quick in-store wins and then delivering
a nation-wide programme of change may have been enough to
save them — if implemented a couple of years back. Instead, we are
where we are, and it will be another sad day for UK retail if another
once famously proud British name does indeed disappear from our
high streets. I just hope that others in a similar situation are already
sitting up, taking notice and ready to learn from the mistakes of
BHS to avoid another repeat anytime soon.
column
McKeever
Karl McKeever is creative director of visual merchandising and brand delivery consultancy Visual Thinking.
Email Karl at [email protected]
25
project focusproject focus
Design: Checkland KindleysidesOpening date: March 2016Store size: 290 sq m
HunterGinza, Tokyo
The new Hunter Ginza store takes the
distinctive brand DNA of the London Regent
Street flagship, using iconic references from
the British countryside and reappropriating
them in an urban setting that specifically
channels the energy of Tokyo. Opened
at the end of March in the new Ginza G5
retail development, the 290 sq m space
is designed by Hunter’s creative director,
Alasdhair Willis in collaboration with
UK-based Checkland Kindleysides.
‘The store is designed to amplify
the experience to the Japanese market,
creating a less literal and more ethereal
version of the original concept with more
potent and distilled brand signatures,’
explains Joe Evans, creative director at
Checkland Kindleysides.
The store experience starts with a
journey through an imaginary forest,
26
with only the sanctuary of the barn roof as
shelter — a seemingly floating, architectural
roof structure. The installation sits
asymmetrically within the space, with light
permeating through the rafters like sunlight
through the canopy of a forest.
The ground floor is punctuated by
hand-crafted replica silver birch trees,
which pass through the barn roof, piercing
the ceiling into the first floor to reach the
infinite and illuminated ‘sky’ — a 53 sq m
cloud-printed, gridded light box surrounded
by mirrored walls.
The journey continues on the first
floor through a playful interpretation of a
traditional English box-hedged garden,
where LED-illuminated hedges and an
artificial lawn floor act as the backdrop to
apparel ranges.
‘The idea was to create a sense of
discovery and adventure, imagining almost
a lost and found world, a forest growing
up, through and around a rural building,’
adds Evans.
project focus
The store’s multisensory experience
is enhanced through a 4m-high digital
screen, featuring content from Hunter’s
campaigns, films and recent events, as
well as live broadcasts from events
around the world. Referencing Hunter’s
unquestionable relationship with the
infamous British weather, the screen
also displays regular weather updates
from throughout the UK; each time
accompanied by a coordinating
soundscape that echoes throughout
the store.
The store design deliberately
incorporates textures and colours that
are out of place in a traditional retail
setting, says Evans. ‘The colour palette
is a simple distillation of brand colours;
red echoes the iconic Hunter Original logo,
green from the Hunter Field category and
dark grey as a perfect backdrop to let the
merchandising pop.’
Flexible merchandising systems
throughout the store can be adapted
to switch between hanging or shelved
configurations. In addition, bespoke fixtures
have been designed to highlight product
categories, such as the Gabion Boot
lightbox wall, which showcases the Hunter
Original boot range. Elsewhere, Hunter Field
products are presented on a sculptural
industrial conveyor, which complements
the category’s more rugged purposeful
character, while kids footwear is displayed
on playful red ladders. In the centre
of the space, the nests of tables are a
contemporary interpretation of a saw horse,
with abstracted painted trestle legs that cut
into thick solid timber planks.
‘The store is a fantasy take on reality,
executed in a uniquely Hunter way and
we took care to incorporate design details
that would heighten this feeling,’ concludes
Evans.
Hunter is a progressive British heritage
brand renowned for its Original boot.
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28
Supreme
project focus
Design: Brinkworth; Wilson BrothersOpening date: March 2016Store size: 130 sq m
Le Marais, Paris
In April 1994, Supreme opened its doors on Lafayette Street in
downtown Manhattan and became the home of New York City skate
culture. More than two decades later, the streetwear label is still
going strong, with stores across North America, Asia and Europe,
including a new unit in Paris.
Supreme owner James Jebbia worked with Brinkworth and
Wilson Brothers to design the space, which has an unusual layout,
with a small room at the front and a corridor leading to a larger
area at the rear of the building. ’Unravelling these challenges
gave the opportunity to create a suitably unorthodox store,’ says a
spokesperson for Brinkworth.
Visible from the street, in the heart of the Marais district, the
small entrance space is dominated by a looming two metre
sculpture depicting a priest by renowned skateboarder and artist
Mark Gonzales. Behind the priest, a wall installation by artist
Weirdo Dave creates a contrasting backdrop, while a large monitor
29
project focus
Photography: Louise Melchior
shows skate films. ‘The juxtaposition of
these various art forms and the absence
of merchandise present an unexpected
threshold to a retail environment,’
says Brinkworth.
Since its launch, Supreme has been
commissioning decks by established
artists such as Jeff Koons, Damien Hurst,
George Condo, The Chapman Brothers and
Richard Prince. In the Paris store, a curated
selection of decks is displayed vertically
along one wall, charting a chronological
timeline of the commissions. This wall runs
all the way along the passage that bridges
the entrance room and the main area to the
rear of the store.
The angled passage obscures the view
from the street through to the back, so only
when passing through it, does the daylight
become stronger and the building opens
out to reveal the bright and pristine
space beyond.
The original five metre-high glass roof
floods the space with light and frames
the entire back room. This stunning
architectural feature has been faithfully
restored to reveal the curved ironwork and
Georgian wire mottled glass construction,
typical of Parisian architecture. Views out
give an indication of being inside the
courtyard hidden within the surrounding
buildings. The room is adorned with a single
mural painted directly onto a wall, also
by Gonzales.
The display fixtures are made primarily
with European oak and galvanised
steel tubing. As with all Supreme stores,
the garments are only displayed on the
perimeter of the space, with clear and light
merchandising for impeccable presentation
of the product.
‘At the moment most retailers want to
do more and more to make a store stand
out, but I admire James’s confidence to
only utilise the perimeter of a space to
display the product,’ says Adam Brinkworth.
‘This has proven to be a unique and
commercially successful approach
for Supreme.’
The attention that Supreme and the
design teams give to every aspect of the
stores ensures that each one is the very best
it can possibly be.
www.armourfx.com
2015-02-10 Mix.indd 1 10/02/2015 15:48:41
31
project focusproject focus
Design: Kinnersley Kent DesignOpening date: January 2016Store size: 100 sq m
Heidi KleinChelsea, London
Luxury beachwear brand Heidi Klein
has redesigned its Chelsea boutique in
London in preparation for its next phase
of international expansion. Working
with Kinnersley Kent Design, the retailer
has created a more lifestyle-oriented
environment, inspired by the domestic
interiors vernacular of a ‘Hamptons House’.
The new overall environment of
the Chelsea store is light and warm,
transporting customers into an oasis of
calm. The walls, flooring and ceiling are all
in white, with an accent colour of soft gold
taken from the branding. Green palms have
also been used sparingly to add freshness
and vibrancy to the interior.
‘Our main design evolution has been to
move the interiors iconography away from
a beach-inspired dressing towards a more
refined, internationally applicable glamour,’
says Jill Higgins, partner at Kinnersley Kent
Design and director of the project.
The front entrance to the store, which
is located just off Sloane Square, has been
Photography: Kate Berry
32
opened up and refurbished, with new
fascia boards and branding. The full-height
windows act as the ‘veranda’ area of the
Hampton House concept, featuring screens
that resemble grand-scale, domestic
window shutters.
Inside the boutique, a strong new
merchandising system strikes a balance
between maximum flexibility and creating
the bespoke and refined look of a
luxury brand. Around the perimeter, the
fixtures incorporate brass rod detailing,
echoing the ‘soft gold glamour’ highlight
used throughout the scheme, and
flexible shelving. Each item of the core
swimwear offer is displayed in one size
only, maintaining the brand’s spare, luxe
aesthetic, while integrated drawer units
hold stock in other sizes.
Mid-floor merchandising units include
a bespoke oval ellipse table with soft
gold geometrically angular legs and inset
seating beneath, as well as a perimeter
table inspired by a hall console.
‘The product is vibrant and pattern-rich,
and we sought therefore to design a space
that very much creates a canvas for the
product, using neutral tones with texture for
visual interest,’ explains Higgins.
Small mirrors have been integrated into
the display areas, as well as full-length
mirrors which are mostly located on the
doors to help conceal the back-of-house
area. Vertical wood panel detailing also
adds visual interest wherever there is a gap
between the merchandising units.
The cash desk has been moved from
project focus
the front of the store to a more discreet
back wall location and features bespoke
pendant lighting in powder-coated white
metal with gold-lined interiors.
A relaxed lounge area outside the
changing rooms again strikes a domestic
furniture note, with bespoke-designed
armchairs by Kinnersley Kent Design and
side tables by Louise Bradley, featuring
antique gold frames and mirror tops.
Behind the seating area, an artwork
wall features images from current Heidi
Klein campaigns, which are also used
in the changing rooms and among
table-top merchandising.
The fitting rooms have a more luxurious
feel than in the store’s previous incarnation,
with more hooks, a hessian pouffe and
white, framed wall panelling.
The new store design marks a key stage
in the expansion of the brand. ‘We set out
to reinvent swimwear shopping into an
exciting and enjoyable experience, while
providing everything our clients desired in
order to look and feel gorgeous on holiday;
all under one roof,’ says Heidi Gosman,
co-founder of Heidi Klein.
Formed in 2002 by Heidi Gosman and
Penny Klein, Heidi Klein first launched its
one-stop-holiday-shop concept in Notting
Hill in 2002 before opening a second
boutique in Chelsea in 2004. The brand
currently has four stores, including St Lucia
and Montenegro.
35
Text: Lyndsey DennisAccording to the Global Retail Sporting
Goods Industry 2015-2020 report, the
major drivers of the retail sporting goods
industry are growth in disposable income,
governments promoting sports activities and
encouraging sports participation, and the
rising number of health-conscious people.
This in turn has led to sports retailers
rethinking their store interiors, in-store
experiences and brand offering.
Combining retail space with in-store
activities isn’t a new idea, but it is pushing
the millenial generation towards physical
retail. Retail stores are acting as social
hubs for running or fitness communities.
The likes of Nike organises running clubs,
while Sweaty Betty offers more than 70
different free-to-attend classes, from yoga
to bootcamp.
At Nike’s Innovation for Everybody Event
in March, the retailer announced a focus
on personalisation for 2016. Nike is evolving
its softwear, footwear and apparel to adapt
to the strengths and needs of each user.
The Nike+ app is designed as a VIP retail
and training experience, unlocking the best
of Nike.
Sports retailers have also been working
a lot closer with fashion brands to create
ranges of ‘athleisure wear’, as well as a
number of celebrity endorsements popping
up in store, such as Beyonce’s new Ivy Park
line of fitness apparel.
‘Working with many global sports
brands on various branding and retail
design projects, its becoming more
apparent that there is a demand for people
to become fitter, healthier and happier,’
says Ollie Patterson, head of business
development at Mynt Design. ‘People
want to take control of their lives, but
there is a need in the modern customer to
define and share who they are via social
media. We’ve noticed a few bigger sports
flagships open in recent times with a real
emphasis on customer-focused connective
experiences. These stores will be successful
as they satisfy the dynamic, ever-changing
demands of their consumers; these stores
do not stand still by any means and can
react to customers’ needs, such as offering
personalised experiences and delivering
rich, live content across a multitude of touch
points in store that can be enjoyed and
shared via social media.’
Patterson notes in-store gait analysis
FUTURE
sports retail
is a technological experience that is
used more and more, and not just by
independent specialist stores, to ensure
customers purchase the correct footwear
and soles for their particular running style.
Customers can then share their experience
and trainer selection with the world socially.
‘It’s beneficial for sports retailers to tap
into the social sharing mindset and supply
customers with more social experiences in
store. It’s a great way to further increase
brand awareness in a very tailored and
personal way, whilst portraying a sense of
authority,’ he says.
‘Product choice is also growing and,
coupled with in-store browsing terminals
and interactive pods, the shopping
journey is becoming a much more fluid,
personal and immersive experience,’
adds Patterson. ‘More and more products
are “customisable” and customers want
the ability to instantly share their own
masterpiece. I think this is apparent not
only in sports stores but retail in general.
Equipping customers with the necessary
tools to fulfil their social sharing desires is
vital and I believe this will become more
apparent this year in retail experiences.’
JD Sports has seen a 45 per cent
increase in profit since its new store
With an upsurge in fitness wear and the line between fashion and activewear blurring, sports stores are upping the ante with a host of store redesigns and in-store experiences.
FITFOR THE
FUTUREFOR THE
FUTUREFIT
FOR THEFIT
Above: Designed in partnership with
Shanghai-based architects Neri + Hu,
The Body Studio at Selfridges is the
store’s largest ever department.
Image: Matt Writtle
36
sports retail
openings across Europe and a surge in
women’s sports clothing. The retailer is
also one of only a handful of outlets selling
Beyonce’s Ivy Park line of sportswear,
alongside Topshop, Selfridges and Net-A-
Porter in the UK.
Brinkworth worked alongside JD Sports
on a store design that would raise the
aspiration of the brand, making it a sports
lifestyle destination but always remaining
true to its existing customer. Brinkworth
improved the customer journey through
considered, integrated technology as well
as traditional retail touch points, fitting
rooms and store layout.
Sam Derrick, Brinkworth’s lead designer
on JD Sports, says the design team had
to ensure a platform for storytelling — JD is
a house of brands so they had to ensure
flexible systems were developed to tell
multiple stories across the store.
‘There are more sports/streetwear
influences in fashion these days and vice
versa. JD is stocking more and more fashion
labels, and brands like Supreme are
crossing the streetwear/fashion divide like
never before so you have to consider each
project in context,’ says Derrick.
For the larger JD stores, Brinkworth
has introduced subtle changes between
womenswear and menswear, such as the
palette, materials and lighting, to create
dedicated womenswear departments.
‘It was felt that an appropriate shift
in the palette, rather than a separate
concept, was the best way to appeal to
Displaysense provided mannequins for
the launch of Ivy Park in JD Sports. The
design team opted for high gloss female
mannequins in white by Hindsgaul.
Sculpted from real female models, they
feature detailed, muscular definition and
a timeless face. Made from premium
fibreglass, the mannequins are durable,
robust and stand strong on a 395mm
round toughened glass base with a
calf spike keeping the mannequin
upright and sturdy at all times. They are
available in a huge range of different
colours or pose options with either a matt
or gloss finish.
this expanding customer base,’ explains
Derrick. ‘Urban environments were the key
visual references we considered throughout
the project, but a key part of creating this
scheme was the idea of layering, adding
textures, materials, graphics, etc — as
happens in any urban environment.’
French-Swedish sportswear brand for
men, Ron Dorff, opened its first UK store in
Earlham Street, Seven Dials last month.
Co-founder and CEO, Claus Lindorff
says the new Seven Dials flagship has
‘everything a man needs before, during
and after sports, combining Swedish
functionality with French style.’
The store was designed in collaboration
with French-English architects, Studio
Dessuant Bone and is inspired by the
Paris flagship store featuring a minimal,
functional and sleek Scandinavian-inspired
design with bespoke furniture that
re-interprets the sports world.
‘The aim was to create an experience
where sport and fashion meet the arts,
and Swedish functionality meets French
elegance,’ says Philip Bone, creative
director at Studio Dessuant Bone. ‘A palette
of black, white and light woods are used
throughout the store, to further reinforce
the values and philosophy behind the
brand. Sports references are touched
on throughout, with subtle elements
designed within the furniture and displays,
such as reinterpreted high school gym
benches, gymnastic rings and a graphic
SportsmannequinsSportsmannequinsSports
At the VM & Display Show last month,
Universal Display unveiled a new line
of sports mannequins. The New Sport
collection taps into the athleisure trends
that have emerged recently, with major
fashion houses designing for the casual
yet luxe look. The sporty range is all
about the body, contoured and toned,
and the poses reflect today’s lifestyles in
the gym or on the street.
Designed by Studio Dessuant Bone, Ron Dorff’s Seven Dials store is inspired by the Paris
flagship store featuring a minimal, functional and sleek Scandinavian-inspired design
with bespoke furniture that re-interprets the sports world.
37
sports retail
Dates for your diary
reinterpretation of the lines found in gyms
and sports halls. We wanted to create an
experience that was unique and that would
define the Ron Dorff handwriting.’
Selfridges has opened its largest ever
department, dedicated to holistic fashion
and accessories — The Body Studio.
The body-positive department is
dedicated to a healthy lifestyle and is
accompanied by a series of EveryBODY
windows designed by Elemental Design
featuring mannequins exercising. Designed
in partnership with Shanghai-based
architects Neri + Hu, The Body Studio
spans 3,440 sq m and covers all things
dedicated to the body, including lingerie,
nightwear, hosiery, swimwear, sportswear
and loungewear. Psycle at Bodywork has
opened a pop-up fitness space on the
lower ground floor of the Oxford Street store,
hosting high energy spin classes, while
YUNG CLUB holds immersive, multisensory
yoga sessions. Wellness cafe Hemsley +
Hemsley has also opened up in the space.
‘We asked ourselves a lot of questions
about what we wanted to do with the
categories of lingerie, swimwear, hosiery,
and this kind of developing business with
activewear, and we realised that actually
the solution was to combine them in a really
eclectic environment,’ says Judd Crane,
director of womenswear and accessories.
‘Ultimately, the idea of The Body Studio
did originate from a bricks-and-mortar
sensibility. We wanted customers to enter
The Athletix range of mannequins
from Genesis feature defined, muscular
bodies in typical poses from various
sports. Whether sprinters, cyclists, skaters,
basketball or tennis, the collection offers
a mannequin for each sport.
the space and really feel exhilarated.’
Selfridges has supported the physical
retail space with extensive online content
and campaigns, ensuring that all channels
are working in harmony for the consumer.
This is also the case with Decathlon
Connect, a new 50 sq m concept store in
Stuttgart, designed by kplus konzept. The
store provides total immersion into the
Decathlon universe, seamlessly linking
the well known with the brand new, the
online with the offline, and offers maximum
flexibility in a minimalistic area.
There are three designated zones
in corporate colours that give structure
to the brand’s space and provide quick
orientation for customers: blue for Sports
Experience, dark grey for the Retail Zone
and white for the Daily Pick Up Zone. In the
centre stands the Digital World in Decathlon
blue. Order Seats with integrated tablets
offer instant access to the online shop with
its 35,000 products. Even the traditional
store can be virtually experienced by
the interactive game Run the Store, also
developed by kplus konzept. Goods to
touch and feel are located in the Retail
Zone, while online orders can be picked up
in the Daily Pick Up Zone.
As the demand for people to remain fit
and healthy continues, the gap between
fashion and activewear is blurring, which
in turn will evolve the way in which sports
stores are designed, the brands they stock
and the experiences they offer in store.
For hsports, Mynt
Design captured a
balance of urban
cityscapes and
sports stadium
influences,
incorporating
concrete, steel and
dark charcoal wall
finishes.
JD Sports is a house of
brands so Brinkworth had
to ensure flexible systems
were developed to tell
multiple stories across
the store.
Photography by Louise Melchior
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38
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39
opinion
The mystery of the subconscious mind
As Style Psychology publishes its sensory retail design report, consumer psychologist and founder of the consumer behaviour consultancy Kate Nightingale discusses the science behind successful retail environments.
Psychologists and other behavioural scientists around the world
have been working tirelessly for decades to find out how the
human subconscious mind works. It took the business world a
bit of time to accept that, actually, we aren’t as rational in our
thinking and decisions as we thought. It would be brilliant if we
could calculate all of our decisions but it is not possible, not yet
or maybe never. There is, however, a vast amount of information
which, if applied to all business and creative decisions, can
powerfully influence their effectiveness. Let’s look at some of that
knowledge which can enhance customer experience in retail.
As a big picture person, I’d like to start with some overarching
evolutionary needs and behaviour trends. As species, we are very
dependent on each other. We actually do get physically sick if
we feel alone. Hence the commonly used term ‘social animal’.
This has become increasingly important in retail environments
to incorporate. Not only to allow customers to be social while
shopping, whether it’s physically or digitally, but also to be social
with the brand. Customers are increasingly interested in two-sided
conversations with brands.
That trend has been further juxtaposed by a growing
individualism trend. People are more self-aware and more
self-accepting. They are increasingly happy with who they are,
rather than trying to fit into some socially prescribed roles. That
means that customers are now in charge as they dictate what they
like to buy rather than brands designing their lives.
On top of that, the increasing use of digital technologies
leaves our lives a bit meaningless on an interpersonal and
sensory level. Our relationships are shallower, shorter and less
meaningful. Our brains are being stimulated predominantly via
two, maximum three, kinds of sensory input. Our attention spans
and memory are being stretched but not deepened. This is not
enough, and our evolutionary needs of closeness and equal
sensory stimulation are waking up.
This leads us nicely into some of the retail design trends as
originating from these big changes to how we live.
Firstly, we see that it leads to a need to connect with brands
on a deeper emotional level. Our brains have always registered
brands as human beings (we actually store in our brains mental
models of brands, which look exactly the same as those of other
people) and formed human-like relationships with brands.
Historically however, brands didn’t use to engage in two-sided
conversation so it all felt like unrequited love. Not anymore.
However, consumers’ loyalty is not as easy to win now since they
understand they are in charge.
They control what they buy, or at least they like to think so. The
trick for the retailer is to give them great options, great experience
and reply to any possible questions which creates an illusion of
self-made decision. Part of it is customer journey personalisation.
Allowing customers to choose their own route in a store rather than
prescribing one which their subconscious mind can easily follow.
You would still like to guide them to the right merchandise but do
it in a way that doesn’t feel forced, like IKEA’s route.
Allowing them to form and enhance relationships with other
customers and your brand will further enhance their loyalty. This is
where the blend between retail and hospitality spaces started to
happen. They are becoming more of an experience, a day out, a
place to hang out. Part of that experience is a well-designed and
executed multisensory brand strategy.
Scientists proved a while back that our subconscious mind
can process as much as 11 million bits of information per second,
whereas our conscious mind can barely manage 40 bits of
information. This is the reason why pretty much 95 per cent of our
decisions are subconscious.
All of this information comes from our senses. This is why it is
crucial to carefully design every sensory detail of your brand, as
it not only affects your brand’s perception but more importantly
consumer behaviour and therefore your bottom line.
A well-chosen ambient scent matched with the gender of the
products sold has been proven to increase dwell time by up to
50 per cent and spending by 140 per cent. Dim lighting can make
customers more impulsive. Being hungry can make them spend
about 64 per cent more on fashion and electronics.
These are just some of the mysteries of consumers’
subconscious minds and what they have to do with retail design.
Once we apply the understanding of these mysteries to business
and creative decisions, we can see incredible results. It all starts
with subconscious mind.
www.stylepsychology.co.uk/sensoryretaildesign
Call: 0845 680 7405 to advertise
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RetailFocus-Apr2016-OL.pdf 1 08/04/2016 15:48
A wealth of retail display SDEA links retail buyers and specifliers to an enormous bank of specialist retail display manufacturers and suppliers
www.shopdisplay.org Source all your retail display products and services, quickly and easily, 24/7
Retail Display Directory Call us for a copy of this invaluable buyers’ guide to retail display
SDEA InfoLine 01883 348911 Offers help and advice to retailers
a=á=ë=Å=ç=î=É=ê=
Shop and Display Equipment Association T: 01883 348911 E: [email protected] W: www.shopdisplay.org
41
Text: Gemma Balmford
Top: arken P-O-P
and Superdrug won
the BEST Permanent
Beauty & Cosmetics
display award at the
2016 POPAI Global
Awards.
Middle: Sainsbury’s
Beauty by Kesslers
International.
Left: HRG created
a ‘stylish and
disruptive’ display
for TaylorMade.
‘If you embrace, influence and understand
consumer passion, only then will you be
on the correct path to deeper and more
meaningful customer relationships,’ said
Ian Irving, strategy director at creative
agency Breed in his presentation with
Benefit Cosmetics at the POPAI shopper
seminar in April. ‘Understanding, influence
and passion are the key to engagement
and deeper relationships, which in turn
(should) equal repeat business. Today’s
consumers are taking more and more
control over their consumption and
experience choices. Brands need to ensure
that social and digital are fully integrated
into their retail strategy.’
Tim Ellis, head of business development
at Momentum Instore, which also took part
in the spring seminar, believes that while a
number of retailers are making the move
to providing an omnichannel offering,
the perceived barriers of achieving this
have led to slow progress for some of the
more traditional businesses. ‘Customers
are now looking for speed, simplicity and
accuracy across all channels, and are
increasingly walking away from companies
that cannot offer this, putting those retailers
at risk,’ claims Ellis. ‘Embracing and
implementing omnichannel is a challenge
for senior management staff. These key
decision-makers need to understand that
omnichannel does not equal online only;
bricks-and-mortar stores remain hugely
relevant when it comes to displaying
products and profile building.’
With consumers now influenced by
a number of channels in the path to
purchase, it is harder to affect a brand
switch or product upgrade in the physical
environment, believes Darren Jackson,
retail solutions director at APS Group.
‘POP needs to be part of a full omnichannel
plan,’ asserts Jackson. ‘Consistency of
creative and consistency of message is
key to ensure brand recall. Your POP
needs to stand out, be informative and
engaging, but it also needs to be relevant
to your customer.’
The starting point, says Simon
Hathaway, global chief retail officer at
In-store marketing success is fundamentally built on understanding, finds Retail Focus.
pop
Cheil, is to understand that the point of
purchase is now wherever your customer
is. ‘Today’s shoppers expect retail to be
everywhere. Instant and personal, and
omnichannel retailers are starting to meet
this need with multiple points of transaction.
To win, you still have to have the right
product at the right price, but you have to
make it very easy to buy.’
Point-of-purchase display designer and
manufacturer Kesslers International recently
commissioned independent research into
consumers’ 2016 shopping habits, which
found that 83 per cent of participants feel
it is important for all brands to have an
in-store presence. ‘This shows that despite
42
pop
Top tips
Charles Kessler, director at Kesslers International, has four tips for creating an
effective point-of-purchase display.
> Create a truly engaging experience. Understand it is in store where consumers
want to engage with brands. Immerse the brand’s values and make the display
an extension of a brand’s positioning.
> Know your target market. Understand your key audience demographic and their
aspirations. Only then can you design something that will effectively resonate
and encourage brand loyalty.
> Create brand consistency. As in-store marketers, we need to understand the
full customer journey and ensure all touch-points represent a consistent brand
image. Online and in-store are not in competition. They need to work together to
create a consistent and engaging brand proposition.
> Stand out. Customers may go to a shop with the intention to buy deodorant but it
is only once they are in-store where they will make that final brand selection This
is where POP displays need to stand out and demand consumer’s attention to
secure the sale.
increased accessibility to e-commerce,
it is in store where consumers want to
experience brands,’ says company director,
Charles Kessler. The research further shows
that the top five factors that enhance the
consumer experience are: range and
choice, getting a bargain, layout/ease of
navigation, well displayed products and
clear product information.
‘Soap & Glory is a great example of a
high street retailer who really understand
their target market and create a meaningful
brand experience, which consumers
cannot get via any other channel other
than in-store,’ notes Kessler. ‘Soap & Glory
effectively activate each of the consumer’s
senses at the point of purchase.’
Not only does POP marketing need
to complement, emphasise and ‘sell’
the product, it also needs to fit into its
surrounding in-store environment. ‘Retailers
need to offer consumers more reasons to
visit their store and often look to brands to
enhance the shopper experience at POP,’
observes Emma Dicks, communications
director for shopper and retail marketing
agency HRG. ‘Over time this can create
a mutual relationship where both parties
benefit; the retailer now has a destination
and the brand gets a competitive edge,
standing out on the shop floor.’
‘It sounds obvious but you really do
have to get into the mind of the consumer,
which is what we did when exploring
options for golf club and accessories
manufacturer, TaylorMade,’ continues
Dicks. ‘Going through its existing customer
journey, it seemed odd that the golf clubs
wouldn’t be at eye level, so we redesigned
the display to accommodate this. We
created a stylish and disruptive display,
which really appeals to the modern
golfer with its pleasing aesthetics, taking
inspiration from technology stores with its
clean and powerful approach.’
According to Dicks, the key to
developing a successful POP display is
understanding. Understanding the brand,
the retail environment and its consumers,
and what wants to be communicated. ‘The
display needs to work for all stakeholders
to maximise impact, and it needs to be
relevant to the target audience and
resonate with them, be that through the
shape, structure or artwork,’ she says.
Phil Day, director at POPAI UK &
Ireland, agrees that it is important for
brands to invest the time to create in-store
experiences that truly reflect their brand,
their shoppers needs, and the specific
challenges of shopping a particular
category or product. In recent years, the
adoption by many of copycat in-store
solutions as well as strict guidelines
in retailer-owned environments have
diminished the point-of-difference in
store. ‘Retailers and brands are constantly
innovating with shopper technology and
cardboard alike to create engaging retail
experiences, but too much emphasis on
adhering to guidelines can sometimes
result in displays blending into the
background of the store environment, rather
than delivering the impact and standout
that is so often required to turn browsers
into shoppers,’ says Day. ‘You only have to
look at how the big four within grocery have
struggled to (re)identify themselves recently.
Often it is a case of: one moves, the others
follow. But ultimately, this leaves everyone
appearing the same, when what’s needed
is the conviction to be bold and be brave
to create engaging retail experiences that
bring the true values of a brand to life, in
a way that’s compelling and consistently
delivered in-store.’
Above: Momentum
Instore installed
new National Lottery
POS items in 37,026
stores across the UK.
Right: CJ Retail
Solutions recently
helped Boots
complete its largest
UK installation
project to date.
Retail transformations‘over-night’
At Novograf we understand the value of time. That’s why we have developed our own range of long-lasting, quick-install surface & graphic products and rapid installation capabilities.
We create and install solutions for almost every area of the retail environment from walls, columns, counters and checkouts through to murals, signage, window graphics, even ATM surrounds and restrooms.
Rapid simultaneous national rolloutsNovograf’s unique products, combined with our
enabled us to undertake 5,000 rollout site visits in 2015 (that’s an average of 1,369 every 100 days!).
We’d love to hear from you. Call 01355 900100 or email [email protected] www.novograf.co.uk
Let’s talkabout how easily we can deliver a rapid retail transformation for you - 01355 900100
Free Brochure? just email us at: [email protected]
WINNER 20 1 5
VM + DISPLAY SHOW:
45
The Business Design Centre in Islington was taken over by a
creative playground in April for the annual VM & Display Show. The
26th exhibition welcomed a number of new exhibitors and extended
even further into the Upper Gallery.
Interaction was a key theme. VCG Colourlink invited visitors to
create their own mood board and share a photo on Instagram.
Stylo (who won the SDEA’s Best Stand Award) took photos of visitors
in their selfie window, while StudioXAG tested people’s strength with
a hammer and ball game.
Sally Kemp from Hertford Regional College won the
VM Graduate Challenge and a work placement with Harrods for
her Midsummer Night’s Dream-themed denim display. Sarah Tickel,
windows visualiser – store image department at Harrods, judged
the competition and says: ‘Her focus on the brand identity was
great. Sally created a window concept that was very creative, well
considered and very Levi’s. Sally also considered the space very
well. Framing the window to bring down the height was essential
for such a tall bay. This she achieved and directed the eye into the
space. Her graphics on the back were inventive and well made and
formed a background for the story with a clever use of the logo.
Highlights from the annual visual merchandising and display show.
show review
‘I loved the making of her mannequin and her display of the
stock. Quite a difficult task to get the clothes to look right both on
the figure and flying from the suitcase but Sally managed.’
Joe Brown, senior interior designer at Ted Baker, was joined
by FormRoom on the Retail Focus stand where he was awarded
the Store Concept 2015 Award for the Ted Baker & Moore store in
Commercial Street, London. The store was voted by readers of Retail
Focus as the winner from a shortlist of 12.
‘Having contributed initial ideas, we were thrilled at the
opportunity to realise the ambitious and complex designs for Ted’s
innovative Commercial Street store. To be given the opportunity to
fabricate four of the main displays was an exceptionally rewarding
process and we continue to collaborate on many exciting projects,’
says Lucy Beacham, senior creative project manager at FormRoom.
Amanda Britton, creative controller at Debenhams, visited
the show with her team and feels the event is a great source of
inspiration. She flagged up several stands that caught her eye.
‘Some standouts for me were Rare Basic’s very theatrical and
textural stand, Blacks’ use of sharp shapes and acrylic — very
architectural, and DZD’s mirrored maze. I also loved the giant
letters on Tenn’s stand and the gorgeous chrome finishes by Spray
Chrome UK, whose samples are sitting on my desk waiting for an
opportunity to be able to use them.
‘We always try to get the whole creative team to attend the
show, as it’s not only important to support it, but a great way of
introducing new people in the team to the industry — it’s very
exciting for them to see so much in one space!’ she says. ‘It’s a
great venue for catching up with people — both suppliers and
visitors. We now work with companies that we may not have heard
of before because we got to meet them at previous events.’
Trends...
StationeryA number of exhibitors had fun with stationery. Harlequin Design
invited visitors to sharpen their pencils. ‘Working with a range
of materials, we explored the idea of outdoor spaces in the
summertime, mixing playgrounds with pools, court lines with
cactuses and overlaying our studio stationery to reference our
collaborative working process,’ explains Andrew Brown, partner at
Harlequin Design. ‘We had over 2,000 pencils creating a “splash”
on our backwall from the living pool.’
Millington Associates also incorporated the trusty pencil into its
stand design, using them to spell out ‘DESIGN’ on the back wall.
MAKE IT LONDON created a buzz with its swarm of wasps made
from pencils. ‘We made the wasps as a swarm as we wanted to
show that we can mass produce props or make one-off pieces,’
says Richard Graham, creative director at MAKE-IT LONDON.
Abstracts and geometricsVCG Colourlink’s stand was inspired by a raw aesthetic, concrete
and marble finishes, which were combined with geometric shapes
in coppers and greys. The back wall demonstrated UV print direct
to wood, as well as multiple paper finishes. Visitors created their
own mood boards using magnetic hexagonal plywood shapes.
The backwall of Global Display’s stand featured a layered
acrylic hanging installation with interlocking laser cut squares.
Left: Sally Kemp from Hertford
Regional College won the VM
Graduate Challenge and a
work placement with Harrods
for her Midsummer Night’s
Dream-themed denim display.
Photography: Melvyn Vincent
Above: MAKE IT LONDON created
a buzz with its swarm of wasps
made from pencils.
Photographer: Etienne Gilfillan
Left: More than 2,000 pencils
created a ‘splash’ on Harlequin’s
backwall from the living pool.
CREATIVE PLAYGROUND
Text: Lyndsey Dennis
46
show review
Materials and texturesThe concept for VGL’s stand was the celebration of the company’s
40th anniversary. ‘We introduced bold colours onto different
materials and textures,’ explains Alissa Sequeira, marketing
assistant at VGL. ‘The flooring told the story of our 40 years at the
cutting edge of print innovation.’
Rare Basic created a theatrical display using a variety of
textures and materials to launch its new Velvet (male) and Silk
(female) mannequins.
Foliage and flowersTrees and flowers popped up on several stands, including Replica,
4 Sight, CJ Prop Hire & Events and newcomer Tree Locate. The latter
showcased its range of artificial plants, trees and topiary.
TechnologyAfter visiting last year’s show and seeing a gap in the market,
Headworks booked a stand at the 2016 show to launch its 3D
holographic mannequin. ‘It was fascinating to see peoples’
reactions as they walked past our stand — it literally stopped people
in their tracks. It really captivated people and drew them in to
give it a closer look,’ says Dominic Faraway, founder and creative
director of Headworks.
Above: Rare Basic created a theatrical display using a variety
of textures and materials to launch its new Velvet (male) and
Silk (female) mannequins; Below left: Headworks unveiled its 3D
holographic mannequin to the industry. Below right: Tree Locate
showcased its range of artificial plants, trees and topiary.
Above: VCG Colourlink’s stand was
inspired by a raw aesthetic, concrete
and marble finishes, which were
combined with geometric shapes in
coppers and greys.
The mannequin can talk about the brand or the clothing it’s
wearing, and relay up-to-the-minute sales offers or promotions in
store. The holographic head can be updated remotely via a central
server so the messages are always fresh and relevant.
Lucky Fox worked alongside multidisciplinary agency, Studio
BLUP to introduce motion to an array of projects that were
displayed on a series of screens on tripod stands intermixed with
light boxes. Lucky Fox wanted its body of work to do the talking.
Metallics and reflectionMetallics were a continuous theme throughout the show, from
Panache Display’s new feline friend to spray finished mannequins
by Tradelines and Global Display. We can’t mention reflection
without acknowledging DZD’s mesmorising Hall of Mirrors
installation, which received a lot of admirers.
Cut-outsDesign agency 4D Projects specialises in 3D design and
demonstrated its skills at layering and cut-outs, adding depth to
window displays for the likes of De Beers.
Graphica Display opted for a space theme and created a
space ship and robot made from printed graphic cut-outs.
The VM & Display Show returns to the BDC from 5-6 April 2017.
www.vmanddisplayshow.com
Left: VGL celebrated
its 40th anniversary
with a stand
design mixing bold
colours on different
materials and
textures.
Below: Graphica Display opted for a
space theme comprising a rocket
and robot in printed graphics.
Right: The backwall of Global
Display’s stand featured a layered
acrylic hanging installation with
interlocking laser cut squares.
刀䄀刀䔀䈀䄀匀䤀䌀⸀䌀伀䴀
Display Logic/3D IMPACT Display Logic with 3D IMPACT are at the cutting edge of display
technology. Visitors to the stand saw how the 3D evolution can
really begin for their potential customers. With its 3D sculpting
and modelling technology mixed with more than 20 years
experience in the display industry, the team can deliver fast,
innovative and cost effective solutions, developing display
concepts into full manufacturing and installations, from joinery
to CNC routing, acrylic
fabrication, large format
printing, vinyl graphic and
cardboard engineering.
T. +44 (0)1422 381 131
www.displaylogic.co.uk
Twitter: displaylogicltd
49
bbrownbbrown is an expert in providing creative display materials
to clients across the globe in retail, exhibitions, TV, film and
events. Its stock product range includes innovative materials
such as glitter fabric, 3D illusion film, PVC, decorative
3D tiles and light enhancing panels; ideal for creating
wow-factor displays. bbrown Glitter, one of the company’s most
popular special finishes, is ideal for adding glamour to any
environment. It’s available in two different finishes and a large
range of colours to suit most requirements, including pink,
gold, green, red, blue, white, black, purple, silver and bronze.
T. +44 (0)3705 329 020
www.bbrown.co.uk
Twitter: luvbbrown
FonixShowcased recently at the VM & Display Show, Fonix is the chosen provider
for retailers including Arcadia, Coast and Ralph Lauren. Fonix provides
custom solutions for press days, window installations and interior store
design such as curving screens and digital signage. Through constant
research and embracing the latest technology, Fonix is able to deliver
exciting and dynamic features for visual merchandisers. Stock includes
high resolution indoor panels from 3mm to 10mm pitch. The company is
able to provide the ideal solution, whether that’s AV hire for a SS17 press
day or stunning technology for your Christmas displays.
T. +44 (0)203 012 5566 E: [email protected] www.fonix.co.uk Twitter: FonixLED
products
VM + DISPLAY SHOW ROUND UP
arken POParken POP has introduced a new forecourt Bannerview
display. Designed to provide massive impact for exterior
roadside and retail spaces, it offers great opportunities for
advertising messages to be clearly viewed when placed
strategically in large open areas. Available as 7m wide x
1m and finished in robust powder coated steel with fully
updateable printed canvas banners, this sign provides great
future-proof and ROI benefits. Bannerview can be supplied
in any colour finish with small or large quantities available in
four weeks,
T. +44 (0)1638 565 656 E. [email protected]
www.arken-pop.com Twitter: arkenPOP
The Alan Nuttall PartnershipThe Alan Nuttall Partnership has launched a new website to
showcase its diverse range of services and solutions, from store
fitting to complete design and build projects. Visitors to
www.nuttalls.co.uk are able to find out about everything from its
award-winning innovative store fit-outs for retail spaces to its
main and principal
contractor service,
as well as its
comprehensive
range of
refrigeration,
foodservice and
signage and
display solutions.
T. +44 (0)1455 638 300 E. [email protected]
www.nuttalls.co.uk Twitter: nuttall_ltd
51
Crystal Display Systems (CDS)Crystal Display Systems (CDS) has launched its Transparent
OLED (TOLED) called LucidVue for high-end retail digital
signage. It eliminates the need for display lighting and
showcase box. This development in technology creates so
many more options for you to innovate in a world of display.
The LucidVue can dramatically improve brand impact,
astound your guests/customers, help you to set yourself apart
from the competition or inspire the next generation. Possible
applications for this new technology include retail promotion,
hospitality, exhibitions, museum and entertainment, digital
signage and many more. LucidVue TOLED displays are
currently available in a 55in module and utilise the very latest
production techniques. This self-emitting display enables a
crisp image while also offering a high transmittance rate of
around 45 per cent.
T. +44 (0)1634 327 420 E. [email protected]
www.crystal-display.com Twitter: CrystalDisplays
SignwavesThe Signwaves POW! Sign addresses the need for vivid and versatile brand positioning in
forecourt promotion. The double-sided POW! fascia sleeve can be cut to custom shapes and
vibrantly printed in three different sizes — the largest being up to 1.67m high. This sleeve is ideal
for tactical marketing as anyone can replace it within a minute. With no need to re-purchase
the base, and with three installation-friendly base options, huge savings can be made on
purchasing additional sleeves alone. POW! is available very soon. Capture public attention and
raise footfall by registering your interest with Signwaves today.
T. +44 (0)1493 419 300 E: [email protected]
www.signwaves.co.uk/pow-sign Twitter: Signwaves_Ltd
products
SIGNAGE + DISPLAY
MessagemakerLED specialist, Messagemaker has signed a distributor
agreement with Telefax Data Systems to provide real-time
digital information and media for its LED displays. Ideally
suited to the financial and foreign exchange industries, the
OmniDisplay software developed and used by Telefax allows
live information to be streamed direct into offices, receptions,
retail centres and more. OmniDisplay delivers real-time digital
media and live information to audiences via Messagemaker’s
LED screen technology, integrating with leading information
providers to receive data feeds.
T. +44 (0)800 170 7780 E. [email protected]
www.messagemaker.co.uk Twitter: messagemakerLED
52
products
LIGHTING
ZumtobelZumtobel has provided an LED lighting solution for Gustav Bruynseraede’s boutique on
Eiermarkt in Antwerp, where the distinctive collections of the Issey Miyake brand have been
exclusively showcased since September 2015. Zumtobel’s miniaturised MICROTOOLS modular
LED lighting system was specified, used to accentuate specific items and features. Enthralling
lighting effects designed to follow a subtle dramatic scheme draw attention to the store, creating
a feel-good atmosphere and helping extend the amount of time that the customer is likely
to spend browsing. In the windows, dynamic lighting with various brightness levels gives the
impression that the distinctive Issey Miyake mannequins are actually moving.
T. +44 (0)1388 420 042 E. [email protected]
www.zumtobel.co.uk Twitter: Zumtobeluk
Feilo SylvaniaFeilo Sylvania has completed a project in sporting goods
retailer, Decathlon. Syl-Line HSX units have been installed
to provide high performance light, reflecting the top-of-the-
range sports products found within the south London store.
As part of Decathlon’s expansion programme, a UK based
lighting solutions business, Swann Lighting, was appointed
to provide a lighting scheme for the Wandsworth store in the
Southside Shopping centre. Showcasing cycling, running and
outdoor equipment meant the quality of light on the shop
floor had to be good, whilst minimising energy consumption
and heat output. All lighting had to be quick and easy to
install, use a trunking backbone system and have the option
for integrated emergency lighting and DALI dimming. Feilo
Sylvania worked in partnership with Swann Lighting to install a
combination of Sylvania Syl-Line HSX units, mounted onto 3.4m
Syl-Line trunking, and additional bespoke Swann Lighting
luminaires; all installed to deliver impressive light output and
fast installation times.
T. +44 (0)800 440 2478 E. [email protected]
www.feilosylvania.com Twitter: FeiloSylvania
Display LightingNorth West family jewellery emporium Mococo chose bespoke
lighting from Display Lighting for its stores across the region.
Mococo has opened a new store every year since 2006 and
lighting is key to their store design. One of the luminaires specified
was the CSVL Tubelight Multi, which is manufactured with two 1.5W
LED spotlights mounted at 90 degrees to each other so that it can
be mounted into the corners of counters and circular showcases;
each of the spotlights are independently adjustable.
T. +44 (0)161 207 3355 E. [email protected]
www.display-lighting.com Twitter: DisplayLighting
Bright Spark SolarThe new Solar Patio & Plaza Light from Bright Spark Solar
combines state-of-the-art LED, solar panel and lithium ion
battery technology to produce powerful, reliable and free
lighting independent of the mains. This exciting new luminaire
is ideal for numerous applications from patios, courtyards
and gardens to hotels, restaurants and pubs where its all-
around 360° light distribution provides the perfect free lighting
solution. With automatic dusk to dawn operation, the Solar
Patio & Plaza Light shines at its full 900 lumens power for the
first five hours before dimming by 25 per cent for a further
seven hours, giving 12
hours night time lighting.
T. +44 (0)1628 637 111
www.brightsparksolar.com
Maximising the in store experience, the precision engineered,contemporary Linear Light horizontal lighting systems by Hacelprovide stylish and versatile ambient and accent lightingsolutions. Specified in black, Linear Light blends seamlessly withthe dark ceiling to reflect the multifunctional retail architecture.
Sophisticated Style, Intelligent Innovation
Introducing our New, Redesigned and Interactive Website at
www.hacel.co.uk
Linear Light
Retail Focus RH Hacel.qxp_Layout 1 11/01/2016 16:50 Page 1
Futura Retail SolutionsSantoro has selected the Futura retail platform and EPOS
solution to spearhead its move onto the UK retail high street,
with the opening of its first store in Bath. This move with its own
retail presence celebrates Santoro’s 30th anniversary. Futura’s
retail management platform will provide Santoro store managers
with an easy-to-use, cost effective and powerful EPOS solution
with live stock data and fast transaction throughput to improve
performance in store,
with a range of modules
supporting
CRM, gift cards and
points-based
loyalty programs.
T. +44 (0)1189 841 925
www.futura4retail.co.uk
Twitter: Futura_retail
55
AvireAvire has supplied LCD displays to two buildings in Shenyang,
China, in partnership with Schindler. The lift safety and
communication specialist has provided 37 C1 E-Motive displays
for the China Resources MixC Shopping Mall, in Shenyang’s
Golden Corridor Plaza. The 7in displays are installed in both
the landing areas and lift cars. The 250,000 sq m, seven-storey
structure features more than 200 shops, as well as catering
and entertainment facilities. Avire has also supplied six 15in C2
multimedia displays from E-Motive for the landing stations in
China Resources Land Mansion, a 70,000 sq m, 36-storey office
building on Shenyang’s Golden Corridor. Avire designed the
layout of both the C1 and C2 displays according to Schindler’s
specific requirements.
T. +44 (0)1628 540 100
www.avire-global.com
Twitter: @Halmaelevators
Info-CTRLCath Kidston has selected Info-CTRL for Retail to manage all of its
merchandising data, providing greater accuracy, security, visibility
and efficiency for all of its merchandising operations. Info-CTRL is
a unique system that enables master data to be held securely in
the cloud and then downloaded directly into users’ spreadsheets.
It means that each person in the merchandising, finance or supply
chain teams can access information in real time, while continuing to
use their own spreadsheets.
T. +44 (0)845 5205 233 E: [email protected]
www.info-ctrl.com Twitter: InfoCTRL1
products
TECHNOLOGY
DENSO Auto-IDDENSO Auto-ID Business Unit introduced three innovations at
RBTE in March. The new QK30 scanner, combined with a QR
Code by partner company Yoyo Wallet, makes an all-in-one
cashless payment and loyalty system possible at the POS.
Additionally, DENSO presented two innovative versions of the
revolutionary QR Code: the FrameQR Code and the forgery-
proof Secure QR Code SQRC. Another highlight was DENSO’s
presentation entitled ‘The Future of QR Codes in Retail’.
Visitors could learn more about innovative digital solutions for
the retail business. DENSO’s solutions show how
important it is that technology
and retail develop strategies
together and are mutually
supportive.
T. +49 211 88252 450
www.denso-autoid-eu.com
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plus furniture, decorative lighting and tin tiles.
Send for your copy.
Call: 01422 376000 Email: [email protected]
Online: andythornton.com
AT-RetailFocus-2015-June2015.indd 1 29/06/2015 16:19
ArmourcoatArmourcoat has announced the introduction of a refreshed
company website and logo to coincide wiht the launch of a
major new product for exterior wall applications. PPX (Polished
Plaster eXternal) is a polymer-filled limestone render system
suitable for new build and renovation projects, producing
stunning honed and textured finishes for external spaces. The
introduction of PPX represents entry
into a significant new market for the
company. Armourcoat also offers a
complete PPX External Wall Insulation
(EWI) system to provide outstanding
thermal insulation tested to stringent
ETAG standards.
T. +44 (0)1732 460 668
www.armourcoat.com
Twitter: Armourcoat
57
ArmourcoatCafe Football, a 140-seat restaurant in Westfield Stratford has
specified a new external render system from Armourcoat. PPX
is a polymer-modified limestone render system suitable for new
build and renovation projects, producing stunning honed and
textured decorative surface finishes. Designed by Checkland
Kindleysides, the restaurant is warm and welcoming, with hints
of football culture running throughout the menu and decor.
Armourcoat PPX (Polished Plaster eXternal) has been used to
striking effect on the full width external facade, incorporating
the distinctive Cafe Football branding used throughout. An
urban concrete effect has been achieved with additional
layering techniques to achieve the desired look. In addition,
large branded planters in the same finish marks out the
al-fresco dining space.
T. +44 (0)1732 460 668 E: [email protected]
www.armourcoat.com Twitter: Armourcoat
Fila Surface Care SolutionsFILA’s surface care range includes a variety of treatments for
floor renovation, from robust, textured porcelain to original quarry
tiles and encaustics. All products are designed to provide high
coverage and performance, whilst providing a safe application
and protecting original surface characteristics. There are 36
surface care treatments — from stone and ceramic stain proofers,
to grout protectors and cleaners. The range is recommended by
220+ leading tile manufacturers and stone suppliers.
T. +44 (0)1584 877 286 E: [email protected]
www.filasolutions.com/en Twitter: Filasurfacecare
products
FLOORING + SURFACES
AmticoAmtico will be previewing one of its latest innovations in Luxury
Vinyl Tiles (LVT) at Clerkenwell Design Week, on stand DP13
at St John’s Square Pavilion. In June, Amtico wil be launching
a refreshed version of its Signature Collection, which has
been carefully curated to reflect both customer demands and
changing trends within interiors. Thirty new designs make up
the 163-strong collection with the Wood, Stone and Abstract
palettes. New Innovation Products on show will include Umbra,
a master of shadow and drama.
T. +44 (0)121 745 0800 E. [email protected]
www.amtico.com Twitter: AmticoFlooring
58
products
FLOORING
Karndean DesignflooringMaking the decision to close its flagship New
Street Birmingham store, specialist bookshop giant
Waterstones looked to transform its high street shop
into a brighter and more welcoming space for city
centre shoppers by replacing dull, dark carpets
with Karndean LooseLay. Tasked with re-designing
the entire store, Waterstones’ in-house design
team looked to Karndean Designflooring in place
of a dated vinyl flooring. Waterstones opted for a
modern feel when selecting the distinctive open
grain patterns and soft, flaxen blonde highlights
of Karndean LooseLay, Providence LLP108 across
all five individual floors including the 42 seat café
and interactive children’s area. ‘Having only nine
weeks to refurbish 1,672 sq m, we were immediately
impressed with the Karndean LooseLay collection
for its quick and easy installation and extra-large
plank design,’ says Karen Cook, shop development
manager at Waterstones. ‘It was important for us
to create a place where our customers and all
book lovers will feel comfortable and at home. By
opting for the natural warm look of real timber in
a vinyl plank design, we were able to achieve the
right ambience and avoid the practical drawbacks
of maintaining a real wood floor. Likewise, the
acoustic benefits and high wear layer will help us
accommodate the increased footfall expected.’
T. +44 (0)1386 820 104
www.karndean.com
Twitter: KarndeanComm
PolyflorLuxury vinyl tiles from Polyflor’s design-led Expona
Commercial range were recently chosen to create a sleek,
modern look for innovative skincare brand GENEU’s flagship
store on New Bond Street, London. Hard wearing Expona
Commercial luxury vinyl tiles in the Exposed Concrete design
were installed in the new Mayfair store where GENEU offers
the world’s first in-store DNA test for personalised skincare.
Managed by Karen Higgins Projects, this realistic stone effect
floorcovering was used as part of the store design in main
consulting and treatment areas. The Expona Commercial
range featuring 55 wood, stone and effects design options
with surface textures for added authenticity.
T. +44 (0)161 767 1111
www.polyflor.com
Twitter: Polyflorltd
International Decorative SurfacesFeaturing 15 new designs, the Tuscan wood flooring collection
from IDS has been relaunched. The 37-strong collection
includes the most popular sellers with the added injection of
fashionable greys, smoked woods and herringbone parquet
that keep it on point for the latest trends. Enhancing any
new build or renovation project, the FSC certified collection
comes with the assurance of a 10 year warranty for solid
wood and a 25 year warranty for all other décors. Offering
wide design and installation flexibility, the complete Tuscan
range offers solid wood,
multiply, engineered
and Elite engineered
flooring, together with
wide planked and age-
distressed options in
Vintage and Grandé.
T. +44 (0)8457 298 298
www.idsurfaces.co.uk
Twitter: idsurfaces
LOOSE LAY VINYL FLOOR TILES
The Expona SimpLay collection of loose lay vinyl tiles and planks offers 38 authentic reproductions of beautiful natural and abstract materials presented in an adhesive-free heavy commercial product, designed to reduce installation time.
Find out more at www.polyflor.com/exponasimplay
Order your free brochure and samples from the Polyflor website or by calling 0161 767 2551
2506 Grey Country Oak
NEW
POLYFLOR LTD. PO BOX 3 RADCLIFFE NEW RD WHITEFIELD MANCHESTER M45 7NR
TEL: 0161 767 1122 FAX: 0161 767 1128 E-MAIL: [email protected] WWW.POLYFLOR.COM
Free of charge samples
flooring
focus on:
Retail floors receive a huge amount of footfall each day, so it’s essential that they are hardwearing, scratch resistant and easy to clean to remain looking at their best. This issue, we bring you a variety of flooring solutions that are keeping up appearances in store.
Flooring
Finishing touchesOsmo UK offers Polyx-Oil 2K Pure, a two-
part hardwax oil that has been designed for
professional use in high traffic areas. As well
as providing more robust protection, the two
component system includes a hardener that
rapidly reduces the drying and curing times;
a major advantage for commercial use
such as retail environments. Polyx-Oil 2K
Pure is ideal for high traffic areas due to its
much tougher and hardwearing results.
www.osmouk.com
Urban feelSince launching its Urbanist Collection last year, Ted Todd
has been impressed at how creative and versatile the
collection has proven to be, from football clubs to estate
agents. Clients can choose from three widths of planks,
herringbone or chevron in any combination of the 10 colours
in the range, all with a slightly distressed finish. Even though
they may have a slightly worn look, the air-dried lacquer
finish ensures they are extremely durable with no colour
fading. Each floor is delivered fully finished, meaning there is
no additional on-site finishing ensuring fast installation and
easy maintenance. It also has solid eco credentials, with all
floors in this collection being FSC–certified.
www.tedtodd.co.uk
60
A touch of opulence Amtico Signature Quill products in
Sable, Kohl and Gesso have been
used in a striking Herringbone pattern
at Sears Balcony Champagne Bar at
Selfridges in Birmingham. Andrew Kirk,
Harrison’s lead designer on the project,
says: ‘Amtico was a product chosen by
the in-house team as it has been tried
and tested in other stores throughout
the UK. With the time restraints we
were under to complete the new-look
restaurant, it was apparent that using
Amtico meant a quick, easy and clean
installation. Using a quality vinyl product
from the Signature range allowed us
to create a bespoke, opulent design,
which was perfect for the space.’
www.amtico.com
flooring
Setting the moodLuxury vinyl flooring from Moduleo responds extremely well to wear
and tear. It is very low maintenance and almost effortless to clean,
making it ideal for use in retail environments. The company’s new
Moduleo Moods collection is its latest offering and provides clients
with a creative studio in which they can combine 10 flooring formats
to create up to 110 wood and stone-effect designs. Moduleo Moods
is due to launch later this year, but visitors to Retail Design Expo in
March got a peek at the new range.
www.moduleo.co.uk
61
Modern twistKährs has introduced Chevron, a new collection of patterned wood
floors. Offered in four on-trend colour tones, Chevron creates a
classical parquet look with speed and ease. Matching frameboards
can then be used around the edge of a room, to create a border
for the design. Unlike traditional parquet staves that are glued
down piece-by-piece, Chevron has a modern, plank format,
measuring 1,848mm x 300mm x 15mm, which is fast to install. The
angled chevron pattern and ‘parallelogram’ short ends create the
continuous V-shaped design, which is further emphasised by a
bevelled edge. All boards are brushed to create a tactile lived-in
look, which complements the warm white, weathered grey, classic
brown and dark brown colour tones and the lively oak graining.
www.kahrs.com
Solid choiceJunckers has supplied solid hardwood flooring to fashion company
Noa Noa on Strøget in Copenhagen. To add a natural, warm feel
to the monochrome interior scheme, the store designers opted for
single stave blocks in black oak. The floor is finished in rustic black
oil for a matt finish, which gives an instant vintage feel to the wood.
The company has more than 100 solid hardwood flooring options to
choose from, as well as the possibility to create a bespoke floor.
www.junckers.co.uk
Mix and matchShaw Contract Group introduces Vertical
Layers, a collection inspired by the beauty
of surfaces exposed to the elements of
time. The range features five new carpet tile
styles — Expose, Relief, Uncover, Tinge and
Undertone — which bring in design effects
such as paint peeling off wooden surfaces,
oxidisation, and weathered and worn
looks. The design-led collection can be
mixed and overlaid, offering flexibility and
allowing for continuity within the space. The
designs are further enhanced by texture,
adding an extra dimension to the surface
and providing even greater diversity when
combined with patterns.
www.shawcontractgroup.com
Directory
62
Retail Supplier Directory, find the specialist retail products and services you are looking for from leading suppliers around the world.
Visit the Retail Focus online directory
at www.retail-focus.co.uk to discover a
comprehensive list of the UK’s leading
retail suppliers. Each listing contains in-
depth company information together with
inspirational images, video footage and
informative press material. You can also
link through to company websites and
connect with suppliers through Twitter and
Facebook.
The Retail Supplier Directory is divided into
a number of categories, such as design
agencies, point-of-purchase, lighting,
props and surfaces, to make the site easy
to navigate.
To feature in the online directory, contact
Terry Clark on 0845 6807405
or email [email protected]
DirectoryDirectory
Retail Supplier Directory
Directory
63
Aluminium Fittings
Specialist Stockist of Aluminium Extrusions and Mild Steel Fittings for the shopfitting industry.
Extensive stock held of: *Slotted uprights*Aluminium slatwall*Perimeter Sections*Corner sections*Design and bespoke service.
DirectoryDirectory
T: 01273 582241 E: [email protected]: www.d-i-a.netS. www.twitter.com/DesignsinAlumin
Aluminium Fittings
MicroSlat is a strong versatile 25mm fine pitched aluminium slatwall system. With a bespoke range of components it can be used to build unique and interesting displays or add value to existing designs.
T. 01325 351 276E. [email protected]. www.microslat.comS. www.twitter.com/MicroSlat
Aluminium Fittings
T: 0 01422 310767E: [email protected]: www.wbelland.com
Bespoke Display
Axis design, develop, manufacture and install bespoke retail display solutions. We’ve worked with the biggest names on the high street, but approach every project in the same way, with the maximum thought for your brand, products and sales environment.
T, 020 3260 3888E. [email protected]/retailS. www.twitter.com/AxisEuropePlc
Bespoke Display
Bespoke Display
Bespoke Display
KSF provides retail merchandising display solutions to retailers, brands and trade customers from CONCEPT to COMPLETION via our global supply chain (China/UK/East EU) to deliver LOWER total cost of ownership. YOU’VE TRIED THE REST; NOW PUT US TO THE TEST.
T: +44 (0)8450 944 699E: [email protected]: www.ksf-global.comS: www.twitter.com/KSFGlobal
Bespoke Display
Bespoke Display
Spur Creative Workshop deliver unique visual merchandising solutions for retail brands. Boasting a wealth of experience in high quality prop making we create display concepts for window staging, POS and brand awareness campaigns.
T 01892 890608E: [email protected] www.spurcreative.co.ukS: www.twitter.com/ spur_creative
Brochure Holders
Design Consultancies
H Squared Limited are display specialists in creating brand presence at the point of purchase. Through a holistic approach to the development of display... strategic led creative design and cost effective manufacture, supply and installation, H Squared are able to offer clients an experience to nurture an idea as well as the capability to realise and deliver these ideas.
T: 01530 814200E: [email protected]: www.hsquaredltd.co.ukS: www.twitter.com/HSquaredLtd
Design Consultancies
IGNITION is an independent creative companyOur multi-disciplined team work together to deliver exceptional retail and commercial environments, global exhibitions and brands.
T, +44 (0) 1179 725168E. [email protected]. www.ignitiondg.com
Design Consultancies
We are TWO Visual, the retail agency specialising in visual merchandising. Led by brand directors Jeanette Cheetham and Brendan Gordon we provide everything retailers need to make their brands visually dynamic, whilst improving team and commercial performance.
T, +44 (0) 1858 414275E. [email protected]. www. twovisual.co.ukS. www.twitter.com/TWO_Visual
Display
Original suppliers of display fabrics, textiles, PVC and polycarbonates for retail displays and exhibition stands since 1934Backgrounds have been our background since backgrounds began and B Brown have more than 400 in stock.
T, 08705 340 340E. [email protected]. www.bbrown.co.ukS. www.twitter.com/luvbbrown
No.1 Advertising Balloon Service:• Printed Latex and Foil Balloons• Helium Gas delivery and collection• Flags, Bunting and Banners• Promotional Sashes and T-shirts• Multi-store distribution nationwide
T, 01494 774376 E. [email protected] W. www.b-loony.com
Balloons & Bunting
arken are a UK design and manufacturing facility creating bespoke poster display solutions. As well as our bespoke offer, we provide off the shelf products such as poster frames, light boxes, poster hanging systems, pavement signs, forecourt signs, all available in a range of colours and sizes.
T: +44 (0)1638 565656E: [email protected]: www.arken-pop.com
Walker Bros (Elland) Ltd is an Engineering Manufacturing company specialising in sheet metalwork and plastic fabrication. We supply precision metal and plastic products, components and light fabrications to a broad range of industries and markets throughout the UK and Europe.
T: 0 01422 310767E: [email protected]: www.wbelland.com
Walker Bros (Elland) Ltd is an Engineering Manufacturing company specialising in sheet metalwork and plastic fabrication. We supply precision metal and plastic products, components and light fabrications to a broad range of industries and markets throughout the UK and Europe.
Air Control & Development Ltd are Daikin, Mitsubishi and Toshiba accredited contractors, specialising in providing quality air conditioning, ventilation and overdoor heater installations, service & maintenance within the retail sector.
T 01922 455523E: [email protected]: www.aircontrol.co.ukS: www.twitter.com/AirControl123
Climate Control
Hello Flamingo is a creative company for the retail and event sector, specialising in window displays, in store solution, POP ups, project management, design, manufacture and installation for bespoke projects at our fully equipped manufacturing workshop.
T: 01273 585768E: [email protected]: www.helloflamingo.co.ukS. www.twitter.com/helloflamingo1
Brochure Holders International Limited is part of the global Taymar group recognised as a leading manufacturer of premium quality injection moulded leaflet holders and display solutions. Committed to on-going product development the Taymar group offers one of the world’s largest collections of ‘clear view’ wall, floor and counter standing brochure displays.
T: +44 (0)1473 229250E: [email protected]: www.brochureholders.com
Directory
Display
Are you looking to increase your product sales, re-brand or launch a new product? If you’re not already talking to us, you should. Our group offer an unprecedented level of experience coupled with a comprehensive range of products and services. Our aim is to make your products sell and your service the best on the market.
T: +44(0)113 265 0093E: [email protected] W: www.concept-data.comS. www.twitter.com/GDProjects
GDP display, manufactures, delivers and installs world-class retail environments, store fixtures, displays and visual merchandising equipment. GDP is truly Global, through its activities in many parts of the world. We have supplied high-end displays and furniture to successful retail brands throughout Europe, North America, South Africa and South East Asia.
T: +44 (0)1582 433 771E: [email protected]: www.gdprojects.euS. www.twitter.com/GDProjects
Display
Display
Impulse POP specialises in Point of Purchase display systems for the Retail sector.We offer many years of experience in all aspects of retail design, with in house manufacture - including quick turnaround prototypes, or overseas manufacture, delivery, installation and retail merchandising.
T, 01767 682756E. [email protected]. www.twitter.com/impulsepop
Display
Display
Spur Creative Workshop deliver unique visual merchandising solutions for retail brands. Boasting a wealth of experience in high quality prop making we create display concepts for window staging, POS and brand awareness campaigns.
T 01892 890608E: [email protected] www.spurcreative.co.ukS: www.twitter.com/ spur_creative
Display
Display
We create bespoke tailored solutions for retail, interiors, exhibitions, museums and 3D and we know one size does not fit all. Our teams are always ready for the challenges, big or small.
T: 01923 800666 E: [email protected]: www.stylographics.comS. www.twitter.com/hellostylo
Display
Display - Digital
Crystal Display Systems is already a leading UK designer, distributor and value added reseller of flat panel display solutions. We have a vast array of media players, interactive displays, videowalls and shelf edge displays. Our knowledge and expertise has also led to us being one of the European leaders in transparent LCD.
T: +44 (0) 1634 292 025E: [email protected]: www.crystal-display.comS. www.twitter.com/CrystalDisplays
We provide total end to end solutions encompassing all aspects of designing, implementing, managing and supporting multi-faceted marketing technology concepts and Digital Screen Media networks.
T, +44 (0)845 481 8020E. [email protected]. www.twitter.com/ScreenMediaTech
Offering an extensive range of EPOS hardware from world class suppliers such as Star Micronics, Honeywell and Posiflex, DED offer the complete EPOS hardware solution alongside a unique rewritable loyalty system.
T: 01797 320636E: [email protected]: www.ded.co.uk
S: www.twitter.com/dedltd
Display - Digital
EPOS
Finishes
Armourcoat is the world’s foremost supplier of polished plasters, sculptural effects and innovative surface finishes.
T. +44 (0)1732 460 668E. [email protected]. www.armourcoat.comS. www.twitter.com/Armourcoat
Furniture
Spur Creative Workshop deliver unique visual merchandising solutions for retail brands. Boasting a wealth of experience in high quality prop making we create display concepts for window staging, POS and brand awareness campaigns.
T 01892 890608E: [email protected] www.spurcreative.co.ukS: www.twitter.com/ spur_creative
We create bespoke tailored solutions for retail, interiors, exhibitions, museums and 3D and we know one size does not fit all. Our teams are always ready for the challenges, big or small.
T: 01923 800666E: [email protected]: www.stylographics.comS. www.twitter.com/hellostylo
Furniture
Graphics
Graphica Display print, produce and install retail graphics including till point graphics, window graphics, LED lightboxes, cut & printed vinyl and much more. Nationwide & Euorpean delivery and installation.
T: 0845 3730073E: [email protected]:www.graphicadisplay.co.ukS. www.twitter.com/graphicatweet
Graphics
We create bespoke tailored solutions for retail, interiors, exhibitions, museums and 3D and we know one size does not fit all. Our teams are always ready for the challenges, big or small.
T: 01923 800666 E: [email protected]
W: www.stylographics.comS. www.twitter.com/hellostylo
We are IPOS. A creative design agency whose extensive and impressive client list speaks volumes for the professional services we offer. We design, produce and install all aspects of our client’s POS. From in-store graphics, window vinyls and 3D bespoke window displays to full multi location campaign roll outs.
T: 0161 477 8501E: [email protected]: www.ipos-design.co.ukS. www.twitter.com/iposdesign
Internationally acclaimed, award winning unique magnetic wall system offers instant flexibility & creative choice to architects, interiors & store designers.Since launching the magnIQ system in 2006 the response has been quite phenomenal. To date the system has won 13 prestigious awards and is now internationally recognised justifying the many years Rare Basic spent on research and development.
T +44 (0)20 8348 9888 E: [email protected] W: www.rarebasic.comS: www.twitter.com/rarebasic
Woodwood Group –Tx Frame UK are a specialist in tension fabric display systems and LED light boxes. We are able to deliver the highest quality service with a friendly but professional approach to ensure you receive the spectacular results you deserve.
T, 01376 295 016E. [email protected] W. www.txframe.co.uk
64
Directory
65
Interactive Displays
Crystal Display Systems is already a leading UK designer, distributor and value added reseller of flat panel display solutions. We have a vast array of media players, interactive displays, videowalls and shelf edge displays. Our knowledge and expertise has also led to us being one of the European leaders in transparent LCD.
T: +44 (0) 1634 292 025E: [email protected]: www.crystal-display.comS. www.twitter.com/CrystalDisplays
Lighting
Literature Display Solutions
Maintenance
Permanent POS
Custom made, 20mm deep LED Edge lit ‘Diamond’ light boxes, and 8mm deep ‘Garnet’ light panels for retail display, signage and advertising.
T: 0333 123 0345E: [email protected] www.artillus.comWeb: www.ways2display.com
POP/POS
POP/POS
POP/POS
VMPOP UP
Retail Consultancy
Slatwall
Slatwall
VM
VM - Training & Tools
LED Solutions are a specialist LED lighting supplier who can offer you a wide variety of bespoke lighting solutions for the sign, shop fitting and display industries.
T: 0116 262 5933E: [email protected]: www.ledsolutions.co.ukS. www.twitter.com/ LEDSolutionsUK
POP/POS
GENESIS MANNEQUINS design and produce high-class and trend-lead shop window mannequins, busts and displays for the international fashion industry. Additionally we offer style, trend and product consultation as well as a comprehensive after-sales service.
T: +49 (0) 5752 1803 0E: [email protected]: www.genesis-display.comS: www.twitter.com/GenesisDisplay
MicroSlat is a strong versatile 25mm fine pitched aluminium slatwall system. With a bespoke range of components it can be used to build unique and interesting displays or add value to existing designs.
T. 01325 351 276E. [email protected]. www.microslat.comS. www.twitter.com/MicroSlat
We are a global retail agency. Visual Thinking develops strategy, skills, hearts and minds to deliver retail excellence and transform brand performance.
T, +44 (0) 1788 543 331E. [email protected] W. www.visualthinking.co.uk S. www.twitter.com/shoptactics
We specialise in Point of Sale (POS) and Point of Purchase (POP). We design, manufacture and fit retail fixtures and store displays and we’re good at it. For over 55 years Axiom has been designing and producing exciting and innovative retail displays for well known brands and retail groups.
T: +44 (0)161 681 1371 E: [email protected]: www.axiom-displays.co.uk
Specialist Stockist of Aluminium Extrusions and Mild Steel Fittings for the shopfitting industry.
Extensive stock held of: *Slotted uprights*Aluminium slatwall*Perimeter Sections*Corner sections*Design and bespoke service.
T: 01273 582241 E: [email protected]: www.d-i-a.netS. www.twitter.com/DesignsinAlumin
T: 01482 345067E: [email protected] W: www.jcrpos.co.ukS. @JCR_POS
> In house design and manufacture of permanent displays> Powder coated steel, stainless steel, plastics and print used in any combination> Rapid prototyping and batch manufacture> Confidentiality assured> Let us help you improve your product sales`Find out why our customers keep returning for more………
T: 01482 345067E: [email protected] W: www.jcrpos.co.ukS. @JCR_POS
> In house design and manufacture of permanent displays> Powder coated steel, stainless steel, plastics and print used in any combination> Rapid prototyping and batch manufacture> Confidentiality assured> Let us help you improve your product sales`Find out why our customers keep returning for more………
Brochure Holders International Limited is part of the global Taymar group recognised as a leading manufacturer of premium quality injection moulded leaflet holders and display solutions. Committed to on-going product development the Taymar group offers one of the world’s largest collections of ‘clear view’ wall, floor and counter standing brochure displays.
T: +44 (0)1473 229250E: [email protected]: www.brochureholders.com
We are IPOS. A creative design agency whose extensive and impressive client list speaks volumes for the professional services we offer. We design, produce and install all aspects of our client’s POS. From in-store graphics, window vinyls and 3D bespoke window displays to full multi location campaign roll outs.
T: 0161 477 8501E: [email protected]: www.ipos-design.co.ukS. www.twitter.com/iposdesign
Air Control & Development Ltd are Daikin, Mitsubishi and Toshiba accredited contractors, specialising in providing quality air conditioning, ventilation and overdoor heater installations, service & maintenance within the retail sector.
T 01922 455523E: [email protected]: www.aircontrol.co.ukS: www.twitter.com/AirControl123
We are a global retail agency. Visual Thinking develops strategy, skills, hearts and minds to deliver retail excellence and transform brand performance.
T, +44 (0) 1788 543 331E. [email protected] W. www.visualthinking.co.uk S. www.twitter.com/shoptactics
Hello Flamingo is a creative company for the retail and event sector, specialising in window displays, in store solution, POP ups, project management, design, manufacture and installation for bespoke projects at our fully equipped manufacturing workshop.
T: 01273 585768E: [email protected]: www.helloflamingo.co.ukS. www.twitter.com/helloflamingo1
Since the ‘glam’ days of the 1970s, Panache Display has been a lead player in the global fashion business - producing ever-changing looks to set its own trends in mannequin design and visual display - while establishing an enviable reputation for quality, as well as, creativity.
T: +44 (0) 20 8752 2520E: [email protected]: www.panachedisplay.co.ukS: www.twitter.com/PANACHEDISPLAY
Panache revised logo 1
DISPLAY DISPLAY
Q & A
66
After a stint of freelancing in the VM industry, Central Saint Martins
graduates Gemma Ruse and Xavier Sheriff set up StudioXAG in
2009. The team specialises in art direction, design and fabrication
for retail environments and produces some of the most exciting
window displays in the UK. Here, Ruse talks recent work, the rise of
digital and her love for big scale projects.
RF. What drew you to a career in VM and retail design?
GR. I love that it’s a really fast paced industry and you can go
from receiving a brief to seeing your designs in store in a
matter of weeks. I trained in fashion design and found the
nature of working on the same collection for six months a
bit tedious. I love working across lots of different projects for
different brands and stepping into the aesthetic of each. It’s
also a great opportunity to see your work in a highly visible
public forum.
RF. Where do you look for inspiration?
GR. Everywhere! Exhibitions, books, magazines, films, the internet,
basically everything around me. I recently travelled to the
Salone del Mobile in Milan, which was fantastic this year.
I also take a lot of inspiration from all the materials and
scenarios that surround me daily, whether it be a printed mesh
on a building site or the way a table leg is constructed in a
restaurant, I am constantly taking photos of materials and
techniques to use on a current or future project.
RF. What materials do you enjoy working with the most?
GR. Personally, I love to work with cardboard, paper, fabric. I love
being able to make a 2D sheet into a complex 3D shape with
some clever cutting, folding and sticking. I also really enjoy
the process of sculpting, though it’s not something I do very
often. As a studio, we work with wood a lot and I love how solid
and secure big timber shapes are; a lot more forgiving than
paper/card!
RF. What trends are you noticing in VM right now?
GR. The rise of digital is impossible to ignore. The integration of
technology is becoming more and more prevalent. In some
cases it can be a bit gimmicky but in others it really enhances
the shopping experience. Charlotte Tilbury’s new Covent
Garden Flagship store is a good example. We worked with
them on the design of the physical space and the brand really
cleverly integrated cutting-edge technology to create
a seamless consumer experience combining both physical
and digital.
RF. Are there any that you wish would disappear?
GR. Permanent window systems with an updating campaign
graphic, too boring!
RF. What would be your dream project?
GR. I love to work on really big scale projects. Last year we
designed a year’s worth of installations to launch the newly
built Lotte World Casual Mall in Seoul, South Korea. The scale
of the project was huge, with enormous in-store displays filling
four floor atriums; the windows alone were over 20m-wide
each. It’s such a joy seeing your ideas brought to life on a big
scale, when you are so familiar with the tiny versions on your
computer. It would be amazing to do more jobs like that and to
work more internationally. It would be incredible to design and
build a huge installation at the Salone del Mobile next year.
RF. What’s been your most ambitious project to date?
GR. It would probably have to be the Christian Louboutin 20th
Anniversary at Selfridges, or Charlotte Tilbury’s Beauty Festival
in the same space. Both took over the Selfridges concept store
and four windows along Orchard Street. Each project came
with it’s own specific set of challenges. Either those projects or
the time we took over all Galerie Lafayettes’ windows to launch
Diesel’s Loverdose fragrance. The whole project was turned
around in just over five weeks from brief to install.
RF. What are you working on at the moment?
GR. We have just finished lots of installations over the past
couple of weeks. You can see our Mirror the World
windows in Vivienne Westwood stores across the UK,
a tropical print takeover of Karen Millen’s flagship
windows, plus a Kenzo pop-up shop at Selfridges.
I can’t tell you what’s coming next but we are as busy as
ever and working on a really exciting huge project that will
go live this September. Watch this space!
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