vm chronicles no.12 the twelfth series of extraordinary retail events

the 12th series of extraordinary

and fascinating retail events

VM-chronicles

No. 12

from VM-unleashed! Ltd

VM-chroniclesThe 12th series of extra-ordinary events

Hidden Benefit: Beauty on a Different Level

Something beautiful happened on the way to Carnaby Street. Benefitsabound in this destination cosmetic store which hides its beautybushel beneath the streets of London. The inviting staircase leads tothe hidden delights of the basement bars. From brows to nails, frombody waxing and spray tanning to blow drying and champagne sippingno bar is too high. Whether its bubbles on the lips or fizz on the facethis beauty basement promises to be the destination of choice forpampering parties, corporate calming or just some personal preeningbelow the cut and thrust of Carnaby, the sights and sounds of Soho.

No. 1201

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Gyroscopical; Chronological; Cosmonautical: Brilliant Breitling

Time waits for no-one, and Breitling have wasted no time at all inpropelling itself to the forefront of watch design and manufacturing parexcellence. Every face tells a story and Breitling communicates everystory with style, with integrity and with a precision that complementsthe design of its watches perfectly. The new store environmentbrilliantly combines the precious, authority of the watch displays withpowerful store graphics, cartoons reminiscent of the halcien days ofaeronautical development. Add to this the beautifully designed fixturesagain drawing from the brands aeronautical and engineering heritageand the store is picture perfect, a ticking timepiece of creativity anddesign excellence.

No. 1202






A Place for Heroes: M&S Positioning for Fashion

Choice can often be the enemy of retail, particularly in this omni-channel, customer driven landscape, where endless assortment isoften the commercial weakness of collections and the bain of time-starved customer. A return to selling must have heroes, and stars, andbest sellers and favourites, essentials and most desirables, where theretailer leads the customer, the so-called experts inspire theuninspired consumer. M&S leads with powerful propositions, sellingthe stories that connect with the customers, mixing the message frominternal brands to power categories, end-use statements to fashionposition proclamations. The purity of the information hierarchy,forsaken for the relevance of message, communicating connectionpoints, right for the customer within the context of their lives wherecategories, collections and lifestyle choices vie for priority in their busylives.

No. 1203






Stand & Stare: Pull & Bear Take to the Road

The anti-corporate momentum builds as recognised brands balance thesafety of recognition and loyalty with the excitement of individualassortments, personal enhancements and store environments that looklike they come off the back of a lorry rather than the end of thecorporate conveyer belt. Pull & Bear, from the biggest brand houseabout, have a new store, urban and improvised, re-stressed anddistressed. The logo is viewed through the glass blocked windows of themunicipal shelter, whilst tiles and timbers, the remnants of a ruinedlandscape, are used to create the tables, fixtures and focal points. Theassortment is mixed with originality, imagination and unusualjuxtapositions away from historical categories, whilst unit depth, tablepiles and the order of colour and fashion position are all forexperimentation for the pleasure of the modern customers delectation.The abandoned Beetle drives a solitary path through brand conventionas this innovative emporium tests the limits of brand conformity, andthe battle for loyalty enters an ever more familiar territory.

No. 1204






New Home: West Comes East to be Part of the Furniture

Style travels well, and judging from the stunning arrival of West Elm onthis side of the pond, the American home fashion retailer is about tomake serious waves in the UK decor market. The essential elementshave been transported safely with its distinctive high wall displays,blocked shelving, colour story chic and opulent ornaments still in tactafter the journey East. Particularly impressive and more unexpected isthe kitchen department where beautiful boxes build authority acrosscutlery, cuisine, and crockery which flow into attractive displays ofherbs, spices and delicatessen delights. Customer service is special, asexpected, from the home design hub to the cozy coffee bar, where themade-to-measure attention is sure to be a hit with the ecelectic mix ofLondon's home fashion admirers.

No. 1205






Brit Tops: Exemplorary Contemporary

Combining classic and contemporary thinking is what Burberry Brit is allabout. In boutique basements explore the icons from bygones thathelped make Burberry the powerhouse brand of today. TraditionalTrench with a twist, cool and customisable by button and breast, bycolour and collar, lining and length to suit the coolest trend or trend theclassic suit. Intimate space supported by omni-present, every-channelipads, at the service of the modern consumer in search of the style ofyesteryear, stepping out into tomorrow's brave new Burberry world.

No. 1206






Standing on Ceremony: Opening Up a Whole New World

What goes around, comes around is at the heart of a retail philosophythat explores and explodes fashion influences from around the globe, toa growing portfolio of stores serving the insatiable appetites of followersacross the continents. Opening Ceremony cleverly combines a wardrobeof favourite fashions such as Kenzo with a perpetually changing array ofinfluences taken in turn from creative cauldrons such as NY, Tokyo,London and currently Argentina. The stores are eclectic and chaotic withthe single unit depth creating a charity bazaar bonanza feel whereexploration is both essential and exquisite in the singular search for thelatest look.

No. 1207






Everything's Coming Up Roses: Cath's Cornucopia

Amongst the proud pillars of Piccadilly a little floral femininity hasbroken through the winter weather. Cath Kidston's first flagship is abright beacon of colour inviting the passer-by to explore a world ofnostalgic designs, a celebration of classic kitsch, a veritable house ofhorticultural hype. Famous for its floral designs Cath Kidston largely letsis product do the talking with bold category displays of bags, rags &collectable booty. The charming interior is enhanced with wallpaperflashes, old doors in yesterday's pastels creating a suitable setting forits showcase assortment. The home department steals the show withdelightful designs adorning soft furnishings to kitchen accessories. Atrademark touch of window humour as seaside rock creates a tastybackdrop for those too young to remember, to wonder, at the spectaclethat is the Kidston spectacular.

No. 1208





VM-unleashed Ltd!11 Moat FarmRoyal Tunbridge WellsKent TN2 5XGUK

Tim RadleyManaging [email protected] 609849www.vm-unleashed.com

VM-chronicles: a series of extra-ordinary events

from VM-unleashed! Ltd



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vm chronicles no.12 the twelfth series of extraordinary retail events

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