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VISUAL MERCHANDISER UK PARTNER OF EURODISPLAY
0844 800 9305 | [email protected] | visualmerchandiser.co.uk
Regulars7 Leader8 Diary11-13 News
14-16 WindowshoppingThis seasons inspiring Christmas windows.
18 TopofthePOPS
21 KarlMcKeeverThis month, our columnist says critical eyes will make a success of 2015 for retailers.
www.retail-focus.co.uk
.24-31 ProjectFocusNew Look : SND : Bugatti
59 OpinionHow do we keep shoppers inspired, engaged and coming back for more? There must be a balance between hi-tech and hi-touch, says Nigel Collett, CEO of rpa:group.
62-65 ProductsProducts and services for the retail industry.
74 Q&ATommy Aitchison, regional visual merchandising manager at Bentalls, talks about a typical day in his job, how he got into VM and this years Christmas window schemes.
35 67VMFocussupplement Focuson:Lighting
32 Giftshopdesign
Opticians
Ima
ge
: Sh
en
Qia
ng
56
Features3Gatti created an optical illusion at SND in Chongqing, China
where the ceiling appears to be weighed down by objects.
Highlystrung27-28
7leader
Retail Focus is proud to be associated with and a supporter of ACID
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@retail focus
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Get more from Retail Focus online! www.retail-focus.co.uk
EditorLyndsey Dennis
t. +44 (0)7500 138 810
Production & WebTerry Clark
t. +44 (0)845 680 7405
Display SalesLee Cullumbine
t. +44 (0)845 680 7405
f. +44 (0)871 528 8000
SubscriptionsFor 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 2013.
With Gemma on maternity leave, Ive picked up the reigns as editor for the next year. Its good to be back within such a dynamic and exciting industry!
The Christmas windows are now in full swing, and we bring you a selection of imaginative schemes this winter. So much time and effort goes into these mind-blowing schemes. In Paris, Printemps used 3,500ltr of fake snow, 1,200 gift boxes, 3km of ribbon, 960km of strings holding the puppets and 6,500 sq m of background illustrations. Here in the UK, Selfridges used 197,000 baubles hung across balconies and ceilings, 1,005 Christmas trees and made 80 head dresses for mannequins. Flick to page 14 to see our Christmas windows round-up.
Bloomingdales in New York has created an entirely interactive experience for customers and passers by, The high-tech windows include such features as games inspired by the retailers holiday Gift A Bow mascot powered by The Science Project and the opportunity to interact with the windows via social media. Take a look at our Christmas windows blog on the Retail Focus website.
As someone who wears frames and contact lenses, Im used to the trials and tribulations that come with eye care and the customer experience. No names mentioned, there are only two mirrors at my local opticians and you need to be edging towards the 6ft mark to be able to use one of them. Which just leaves one mirror to fight over with other customers that are also looking for their ideal frames. Its refreshing to see that the design of optical stores is changing (excuse the pun). We explore some of the latest openings on page 56.
This issue includes a supplement dedicated to visual merchandising. We bring you the key VM trends for the coming year, and investigate the role of illustration within the retail environment and what this type of collaboration can add to an interior and the customer experience.
Wed like to wish all our readers a very merry Christmas and prosperous 2015!
Lyndsey DennisEditor
December 14
8diary
Retail Shopfitting and Display SummitThe Radisson Blu Hotel, London Stansted9-10 February 2015
The Retail Shopfitting & Display Summit
is specifically organised for buyers,
managers and directors who are directly
responsible for the purchase of their retail
organisations shopfitting products and
services. The Summits proven format of
pre-matched face-to-face meetings is
beneficial by exclusively targeting only the
most qualified buyers and bringing them
together with suppliers who are pertinent
to their needs. The event offers unparelled
networking opportunities and a relaxed
businesslike environment.
Retail_Summit
www.forumevents.co.uk
EuroCISDsseldorf, Germany24-26 February 2015
A leading European trade fair for retail
technology, EuroCIS is a unique retail-
related IT think tank offering solutions,
trends and visions for the retailing of the
future. It brings 235 exhibitors from 22
countries together in Dsseldorf. Multi
channel and IT-integration issues will be
widely addressed at the 2015 show.
EuroCIS
www.eurocis-tradefair.com
Surface Design ShowBDC, London10-12 February 2015
The Surface Design Show gives architects
and interior designers the opportunity to
touch, see and discover the latest surface
products for the built environment. Evening
events will include a live debate, hosted by
RIBA Journal, and a PechaKucha. Winners
of the Surface Design Awards will also be
announced during the show.
surfacethinking
www.surfacedesignshow.co.uk
Retail Shop at Spring FairNEC, Birmingham1-5 February 2015
i2i Events Group will introduce the new
Retail Shop brand to all of its shows,
including Spring Fair International in
February and sister event Autumn Fair
International in September. Exhibitors will
represent a multitude of products and
services that are essential to successful
multi-channel retailing.
SpringAutFair
www.springfair.com
The only show in the UK to focus solely on internal and external surface materials
Register nowwww.surfacedesignshow.com/rf
Incorporating
#SDS15
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11
H&M has opened the doors to its new flagship in
Paris at 77 Boulevard Saint Germain. This store
features a one-of-a-kind interior concept in France
and offers a wider choice of shoes for women
and men. Spread over three floors, the store has a
footprint of 2,500 sq m.
This flagship is an opportunity for H&M to unveil
a new interior concept with lighting effects, fresh
materials and a special design created for the
occasion. New features are numerous, including
a bright LED screen above the entrance of the
store, circular chandeliers and exposed bulbs that
adorn the ceiling, and a glass wall installed at the
escalators that lead to the second floor.
news
New H&M flagship for Paris
Jessops has launched its next generation
flagship store in The Oracle, Hammersons
regional shopping centre in Reading.
Set over two levels with dramatic 6m-
high glass windows, the 255 sq m store
includes a new state-of-the-art Fujifilm
Frontier Mini Lab on the ground floor
and an Academy Training Room on the
mezzanine level, which will host a variety
of photography courses for all skill levels.
Theres also a consultation area as well as
a wide range of cameras and accessories
from the worlds leading brands.
The store encapsulates the future of
Jessops cutting edge equipment and
experiences. The photography specialist
worked in partnership with retail brand
specialist, Liberation Creative Consultants
to immerse customers into the world of
photography.
Jessops new flagship is the latest in
a series of brands to open at The Oracle,
including Jack Wills, Five Guys, Topshops
upsized store, Smiggle, Kiko, Reebok
Fithub and Hugo Boss.
Jessops opens at The Oracle in Reading
12
news
12
In brief...Amazon is reported to have opened its
first physical shop in time for Christmas.
Located in Manhattan opposite the Empire
State Building, the store is a revolutionary
new step in the online retailers aim to
be the one-stop-shop for shoppers. The
location will act as a mini warehouse but
also cater for same-day deliveries in the
city, product exchanges and customers
picking up orders theyve placed online.
Amazon may also use the store to
showcase certain products.
Wandsworth Council has approved VINCI
St. Modwens plans for the landmark
redevelopment of New Covent Garden
Market. This major 10-year project will see
the transformation of New Covent Garden
Market into The Garden, the future of
wholesale markets. This will include more
than 500,000 sq ft of new state-of-the-art
market facilities, a food quarter for London
and The Garden Heart a place to buy,
make, sell, learn and share. The remaining
land will be transformed into three high
quality residential neighbourhoods
comprising approximately 3,000 new
homes, 135,000 sq ft of office space and
100,000 sq ft of retail, leisure and new
community facilities, including shops, cafs
and restaurants.
12
Show organiser i2i Events Group will
introduce the new Retail Shop brand at
all of its shows in 2015, including Spring
Fair International in February and its
sister show Autumn Fair International
in September.
Exhibitors at Retail Shop will
represent a multitude of products and
services that are essential to successful
multi-channel retailing, such as in-store
and online solutions, logistics and
fulfilment experts, marketing platforms,
payment providers and specialists in
packaging. A total of 33 companies
have already signed up for the show,
The global flagship of Hunter has
opened at 83 Regent Street, London
with the design scheme undertaken
by Checkland Kindleysides.
Joe Evans, creative director at
Checkland Kindleysides, explains
the scheme: The store is a journey
designed to capture the senses and
a spirit of adventure; its a playful and
very Hunter take on the outdoors. Its
surreal, graphic and at times dreamlike.
Its a fantasy take on reality executed in
a uniquely Hunter way.
The design takes references from
the British countryside, creating a
new take on rural architecture and
the outdoors, redefined in the spirit
of Hunter. There are three floors that
create three distinct experiences for
including Alibaba, Wirecard, Lil Packaging
and Brightpearl.
Louise Young, director of i2i Events
Group Retail Portfolio, says: The dramatic
evolution of consumer spending patterns
and shopping behaviour has created a
truly multi-channel retail environment.
The launch of Retail Shop at Spring Fair
International 2015 will be an essential
resource for our customers on both the
supply and retail sides who are seeking to
stay abreast of evolving technology and
consumer behaviour, enabling them to
capitalise on the e-commerce market and
huge growth in mobile shopping.
visitors, each one reflecting Hunters
pioneering spirit as a brand that takes the
path that others dare not take. Checkland
Kindleysides treated the store entrance as
the start of the journey where customers
walk into a contemporary barn structure
that carries through from the Regent Street
windows to the inside.
The staircase features a dramatic
5m-high LED screen, which entices
customers upstairs. These screens will
give Hunter the opportunity to deliver
real-time broadcasts from events around
the world. The screen displays regular
weather updates from throughout the UK;
each time accompanied by a coordinating
soundscape that echoes throughout the
store.
i2i Events Group launches Retail Shop
SDEA to take over the International Shopfitting Organisation
Shop and Display Equipment Association
(SDEA) will take over the International
Shopfitting Organisation (ISO) on 1 January
2015. After 58 years as an independent
organisation, ISO will be incorporated into
SDEA at its headquarters in the UK. Its the
first time since the 1970s that ISO has been
based in Britain.
Welcoming the decision, SDEA director
Lawrence Cutler says: The incorporation
of ISO under the umbrella of the SDEA will
add a new dimension to our offer to
retail groups, many of which are
expanding into mainland Europe. For
existing SDEA members and incoming
ISO members, there will be invaluable
opportunities to develop additional cross
border trade links.
Hunter opens first global flagship
13
news
13
In brief...Westfields Broadway shopping centre
in Bradford completed its topping out
ceremony on 13 November, 2014. Covering
570,000 sq ft of floor space, the Broadway
will feature 70 retail units. Alongside anchor
retailers Marks & Spencer and Debenhams,
a number of leading national retailers
have signed up, including Topshop, JD
Sports, New Look, River Island and Next.
Land Securities has signed a dynamic host
of new brands to its Gunwharf Quays retail
outlet in Portsmouth. Retailers include
Mint Velvet, Asics, Coast, Watch Station,
The North Face, Musto, Pret a Manger and
Pearl Izumi.
The Central London retail market shows
no signs of slowing, with a raft of new
domestic and international retailers
recently taking space and more expected
to do so in the coming months. Rents are
still under pressure in both prime and
secondary locations, with competition for
prime spaces leading to strong demand
for locations previously considered
peripheral. An example is Mayfair, with
emerging streets such as Conduit Street,
Dover Street and Brooke Street seeing
marked improvements to tenant mix, which
has resulted in significant rental growth.
Regent Street and Bond Street continue
to generate high levels of footfall and
Oxford Street saw one of the largest deals
recently, with Dubai retailer Toy Store
taking a 27,000 sq ft flagship store in the
West One Shopping Centre, reportedly
setting a new rental tone.
Quintessentially British mens outfitter, Hackett London has opened the doors to its
new City of London store at 55 Old Broad Street.
Spanning 150 sq m, the retail selling space is divided into five different rooms
and joined by panelled Georgian archways. The design concept will continue to
incorporate Hacketts signature Georgian influences as well as introducing new sleek
and modern elements such as granite and limestone flooring and floor to ceiling
panels that divide the Casual and Mayfair collections.
The retailer chose British furniture designer James Harrison to provide pieces for
the store. His contemporary handmade light wooden polished chairs sit alongside
and complement the more traditional pieces within the store. A selection of the late
Brian Blows artwork, a British artist renowned for his 1950s/60s graphic prints, are
used in the store in amongst an eclectic mix of artist sketches, period prints and
campaign photography.
May Design Series unveils new creative concept for 2015
May Design Series has unveiled a new creative
concept for 2015, as well as a new website. In
addition to providing the latest news of the event,
which takes place between 17-19 May, 2015 at
ExCel London, the website also has a dedicated
area imparting business insights that will feature
best-selling product features, industry interviews
and more.
The website also hosts a dedicated hub for
New Design Britain, the initiative that seeks to bring
emerging graduate designers to the forefront of the
commercial design industry.
Visit the website at www.maydesignseries.com
and follow the show @maydesignseries.
Hackett opens Old Broad Street store
14
Windowshopping
Inspiring window displays from around the globe
John Lewis and Peter JonesThe John Lewis and Peter Jones windows feature
a colony of model penguins inspired by the 2014
Christmas ad campaign. The penguins can be seen
interacting with key home, fashion and technology
products. The concept and design was completed
by Chameleon Visual.
visual merchandising
SelfridgesSelfridges celebrated the art of storytelling by nominating what it
believes to be the 25 most enchanting stories ever told. Theyve
been selected to be at least one generation old, the oldest being
Sleeping Beauty by Charles Perrault thats more than 300 years old.
The most recent to make the cut is Raymond Briggs The Snowman,
first published in 1978.
Harvey NicholsThe mannequins of Harvey
Nichols Enchanted Forest
transform into majestic
woodland creatures, while
autumnal beams of light
reflect from metallic trunks,
which grow from the forest
floor. Tendrils break free
from the confinement of
the windows, shoot through
the glass and reach 12ft
high above the windows,
transforming the buildings
facade into a magical
forest canopy.
Photography: Stuart Wilson, Getty
Images for Harvey Nichols
Fortnum & MasonThis years Fortnum & Mason windows are based on the Frost
Fayres of centuries ago when a frozen River Thames would host
incredible markets and carnivals.
PrintempsPrintemps windows tell the story of a magical and enchanting journey. A
little boy leaves London to celebrates Christmas in Paris. The boy comes
to life in the windows, surrounded by friends, toy soldiers and musicians.
For the first time, the windows feature an interactive element for visitors.
Photography: Printemps
15
visual merchandising
WindowSchuhOne Big Company created the 2014 Christmas campaign
for Schuh, and at the heart of it is the Oxford Street store.
The design agency created a window scheme and in-store
collateral centred around Christmas crackers and the gifts
and jokes contained within them. The Oxford Street window
features a vibrantly coloured, flashing neon bang exploding
from a giant cracker. Design by PLANarama.
Galeries LafayetteGaleries Lafayette has chosen some monstrously
funny windows this year. Gustave and his gang
have taken over the animated window displays of
Boulevard Haussmann.
DebenhamsBlacks VM worked with the Debenhams creative team, taking
inspiration from the current Found It advertising campaign to
create this ambitious illuminated, rotating and playful scheme.
It runs across the windows and throughout the store interior. The
concept was conceived using an eclectic mix of neon bows
and stars, sparkling lit glitter fabric and rotating present stack
turntables in sprayed MDF. Blacks VM collaborated with Plan to
create the mirror Turbolite fairground inspired window borders
and with Mushroom Lighting on the colourful LED lighting
window installation. Mannequins from Rare Basic.
HarrodsAs part of Harrods
The Land of Make
Believe, mice run
throughout the
windows, ready to
help collect the toys
for Father Christmas.
Dressed in red and
green, the mice are
mischievous cue
abseiling displays,
games of hide and
seek and trombone
playing. Harrods
has also created a
winter wonderland
of silver birch trees,
ice blue skies, snow
drifts and oversized
toys brought to
life by renowned
designers such as
Stella McCartney,
Alexander McQueen
and Zuhair Murad.
FenwickFenwick collaborated
with Irving Berlins White
Christmas in advance
of the musicals
official premiere at the
Dominican Theatre
in November. The
windows represent a
classic Christmas card
scene and invite all
Londoners to celebrate
the important things
in life this festive
season: love, family,
fun and friendship.
Credit: Angie Denness,
visual merchandising
manager, Fenwick.
Photography: Dave Jensen
from PA
16
LibertyThe London emporium and its windows
invite customers to sail the festive seas
besieged with sparkle and treasure and
find inspiration for extraordinary gifts.
The concept takes inspiration from the
origin of the nautical timber used to
construct the store in the 1920s.
WarehouseIce shards and broken crystals
formed the inspiration for
this sharp monochromatic
Christmas scheme created
by Blacks VM for Warehouse.
Multifaceted shapes made
from smoked and mirror
faceted panels were produced
and used as mannequin
plinths, whilst taller illuminated
shards stood out sharply
creating a dramatic backdrop
to the window.
TopshopBlacks VM collaborated with the
Topshop in-house creative team to
produce the towering backdrop of
gold slatted wood panels, making
full use of the double height space
the flagship stores offer. Each face
of the backdrops and the wooden
crate plinths used to display the
army of mannequins, was hand
finished in patinated gold laminate
to create a textured effect on the
surfaces. The main focus of the
scheme was hundreds of suspended
gold/filament lightbulbs, set at
different heights descending from
the top of the window.
OasisHarlequin
cooked up a
treat for the
Oasis Christmas
windows.
Handbags
are perched
in saucepans
and high heels
under the grill.
Mannequins are
wrapped up in
fairy lights, the
Christmas tree
has toppled
over and a
mischievous dog
wears reindeer
antlers.
EvansThe current flagship Christmas window scheme at Marble Arch was produced
and installed by Blacks VM in conjunction with the Evans creative team and Solus
Lighting. The illuminated backdrop of giant willowy LED lit Christmas trees add
tiny bursts of light to the dark mirrored acrylic backdrop and floor. The simple
coloured palette of smoked acrylic and white lighting creates a moody and stylish
environment for the mannequins to stand out.
See more Christmas 2014 window installations on the blog:
www.retail-focus.co.uk/blog
visual merchandising
harlequin-design.com
twitter.com/HarlequinLondonfacebook.com/harlequindesignlondon
+44(0)20 7253 6238
Harlequin Design (London) Ltd.4th Floor 26/27 Great Sutton Street,London EC1V 0DS
Retail concepts.Window designs.Instore environments.Prototyping.Prop sourcing.Global production.Logistics.Distribution.Installation.
JOSEPH
OASIS
WATCHES OFSWITZERLAND
MAPPIN & WEBB
ANYA HINDMARCH HACKETT
RALPH LAUREN / HARRODS
SELFRIDGES
UNIQLO
Retail focus.indd 1 16/12/2014 15:28
POP
POPStop
Company: Mad About Design
Client: Aramis and Designer Fragrances,
Estee Lauder Group
Display Title:Christmas promotion
Sector: Fragrances
Locations: Boots and Debenhams stores, nationwide
The brief:MAD was tasked to design sites for a
Christmas promotion featuring three brands
DKNY, Michael Kors and Aramis with their
respective visuals and logos under a single
theme. The three designer brands were
brought together by a shimmering silver
wallpaper background, and a New-York
skyline cut out of mirror acrylic to emphasise
the heritage of DKNY, the main focus brand.
The result:MAD designed, made and installed event
sites to 15 Boots and Debenhams stores
across the country, and gondola ends to
another 19 Debenhams stores in a second
phase. Most small sites featured a back wall
and display table, while larger sites were
fully customised with pillar cladded and a
TV playing the advertising like in Frasers,
Glasgow or in Boots, Manchester. Some
other stores like Boots in Gateshead had
full shelving bays and pillars cladded to the
glittery theme. The strong theme has great
impact in store, making a strong statement
for the brands.
www.themadpeople.com
18
of the
Call: 0845 680 7405 to advertise
19
IPOS, Unit 2d, Heapriding Mill, Ford Street, Stockport SK3 0BTLondon Office: IPOS, 63 Redchurch Street, London E2 7DJ
[email protected] | 0161 477 8501 | ipos-design.co.uk
WE ARE IPOS. WE SPECIALISE IN RETAIL.We design, produce and install all aspects of POS/POP. From in-store graphics, window vinyls and bespoke 3D retail displays to full multi-location campaign roll outs.
For more info visit our website ipos-design.co.uk
iposdesign
THE ONE STOPSHOP FOR RETAIL
Complete store design & installation Illuminated displays Innovative point of purchase displays
Graphic design and print Category management solutions Point of sale material
Winner of over 40 POPAI awardsT: +44 (0) 1638 565 656E: [email protected]
www.arken-pop.com
The Retail Shopfitting & Display Summit will provide you with a platform to enhance your company and share the long-term vision of the retail shopfitting business by setting tomorrows standards today, and to prepare for future developments, innovations and technology.
Network with fellow experts within this industry, listen tocase studies, meet and discuss ideas with retail shopfitting service providers, hear personal experiences and find solutions to issues facing this ever changing industry.
For further information or to book your place contact:Delegate: Paige AitkenSupplier: Courtney Brown
01992 [email protected] www.forumevents.co.uk Media Partner
9th - 10th February 2015Radisson Blu HotelLondon Stansted
@Retail_Summit
Q & A
21
Critical eyes will make a success of 2015 for retailers
2014 has collectively been a strong year of renewed optimism for
many retailers, which Im delighted to report. There are new warning
signs in the global economy of course, but I think thats more about
the new reality as opposed to a fresh foreboding for retailers.
From our experiences in the UK and around the world, a lot of
retailers shook off the caution shackles that typified the recession,
and sought to make the most of the renewed optimism and access
to finance on the high street. Whilst this is pleasing to see, I would
like to challenge retailers to do even more next year and push out
of their comfort zones to further inspire their teams and crucially
their customers in 2015.
I think its time for a lot of retailers on the high street to take an
introspective, holistic view of their business and challenge their own
conventions. Where are the new sales for profitable growth going
to come from? Who are the core customers now? How will brands
make these customers stay loyal by knowing what good will look
like for them in the future? For me, this is not just about accepting
that what has worked or not worked in the past will be the same for
the future.
There are many levels on which these considerations will come
into play for retail. For example, it could be that this will be the year
that grocery retailers will give up on the belief that there needs to
be a Tesco, Sainsburys or now Morrisons on every street corner.
Research has shown that whilst someone may brand themselves as
a Tesco shopper, in reality they may still spend a good percentage
of their shopping budgets with local independents and even
shop with value retailers for staple goods in spite of their near
proximity to say a Tesco Express. Who would have thought that this
would start to become an emerging trend given the likes of the
Fakenham situation?
Similarly, the expansive numbers of out-of-town fashion and
homewares stores do we need them? Will the lack of demand for
so many, some might say mediocre, stores force the hand of the
retailers to instead provide fewer, better outlets? Think John Lewis
with its flexible format, smaller footprint stores in cities such as
Exeter, which maximise the opportunity for omni-channel shopping,
or its latest click and commute edited retail presence at St
KarlPancras International.
So, thats what we may be thinking about on the macro
level, but what should retailers be examining on the micro in
store level? For me, this would be their brand delivery and all it
encompasses, from visual merchandising and store operations to
retail training and development. This should also include objective
benchmarking of the competition, and an assessment of retailers
own customer service, standards of retail and VM methods.
This is one of the many things that consultancies like Visual
Thinking do for clients around the world, but that process can only
begin when retailers accept theres a need to do it themselves just
like any personal resolution to do things differently and unleash a
new, improved version of self. It requires retailers to dispel myths
and take a cold hard look at the business from the outside in; to
make things as good as they can be for the brand.
This is more than secret shopping, this is retail truth unearthed
from qualitative and quantitative research of whats really
happening in-store, in order to make positive changes and fine-
tune the quality, effectiveness and consistency of brand delivery
and the customer experience.
We could be forgiven for thinking that innovation and
inspiration in 2014 was mainly the property of those relatively fresh
to the market with their new concepts in shopping think Blurb and
to a lesser extent Scribbler and the craft element of their offerings,
making the customer the creator. But theres nothing stopping
anyone changing the way we shop, in a conventional high street
store. Remember Nike Towns football academy and more recently
H&Ms social media video walls that made catwalk stars of us all?!
Lets also see 2015 become a year where the VM teams are
put in the spotlight more. Have these internal teams that are
responsible for innovation and delighting customers become
valued and resourced again. I think that whilst things are improving
with the upturn, theres still some recognition to give. In the same
way that the VM teams themselves innovate in the store space,
could leadership teams do more to excite in the way that they
develop their people?
If retailers are willing to critique their offers this year, next
year and on into the future, Im convinced that well see more
beginning to unravel the challenges of adapting their in-store offer
to compete with the tide of internet stores and changing consumer
behaviour. In many ways, despite the push for retailers to constantly
bring us the next and new, perhaps more internal reflection and a
little less future gazing could be the key to unlocking some of the
most strategically important and lasting changes in fortunes for
retailers throughout 2015, and beyond.
column
Karl McKeever is creative director of visual merchandising
and brand delivery consultancy Visual Thinking.
McKeever
Email Karl at [email protected]
www.theretailfactory.co.ukCall now 0844 8009 305
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Store opening and closure service...We can now offer retailers a way to consolidate and simplify the process of new store set-up, the refurbishment of existing stores and the closure of any unwanted locations.
Our service removes the organisational and logistical burden during a new store opening, significantly decreasing the stress, hassle and cost involved, allowing you to shift your focus onto the more crucial issues relating to establishing a successful retail environment.
We will source all the products you need for your store openings, supplying everything you require from our retail, stationary and back office range of over 40,000 products. We organise the delivery of the items centrally into our 25,000 square foot warehouse, to be stored ready for dispatch to your locations, on the dates you specify.
Before dispatch, all the items needed for a particular store are picked and packed onto pallets for delivery to you simultaneously, significantly reducing onsite traffic and the confusion that can be caused by multiple drops from several different suppliers.
source Consolidating your order process Save hassle of dealing with multiple suppliers Significant cost savings Reduce your financial outlay on the project One point of contact for all matters relating to your order Invoicing and administration streamlined
store Central storage point for all your items Delivered direct to our warehouse and stored until needed Deliveries unpacked, checked and inventoried Picked and packed on a store by store basis
deliver Delivering on demand No ordering in bulk Distributing to stores, only when required Fewer deliveries
store closures Help in the event of store closure Organise pick up, sorting and secure storage of equipment Recycling and disposal of unwanted and damaged items Collect directly and transport to our warehouse Undamaged items inventoried, repacked and stored
Our team of warehouse professionals will accurately pack the items you require for delivery, getting you everything you need, when you need it and where you need it.
source store deliver
24
New Look flagship
project focus
The New Look flagship on Londons Oxford Street has been
revamped with a new design and a firm focus on product.
The brief was to deliver an experience that truly represented
the best of the New Look brand fashionable, on trend, spirited and
engaging whilst still remaining accessible to our broad customer
base, explains Andy Turnbull, group creative principal at New Look.
Spread over four floors, each department is captured within its
own space and concept. To gain square footage, the retailer has
re-designed the floor layout to increase maximum sales space to
house all the collections womenswear, menswear, accessories,
footwear, beauty and Teen 915.
The concept of the makeover is to put product first,
merchandised and displayed beautifully with ease of shopping
Design: In houseOpening date: November 2014Store size: 2,415 sq m
Oxford Street, London
25
New Look flagship
project focus
in mind. A sleek and clean layout enforces this concept, and
mannequins play a large part in visual design. In fact, there are
more mannequins used in this store than any other New Look site.
At its heart, the store design is based on the core values of
the New Look brand, helping our customers look good, feel great
and have fun, continues Turnbull. But its distinguishably different
in its physical execution from our current design principles and
aesthetic. This was deliberate; we understood the need to create
the most engaging experience and presentation of our product
for our customers, in order to re-enforce our unique take on fast
fashion at affordable prices. He believes the variety, accessibility
and sociable aspects of the experience set New Look apart from its
competitor set.
The aim was to create a destination New Look customer
experience through a shopper journey that consisted of:
Fasciaengagementthroughhead-turningwindowand front-of-store presentation.
Creatingstrongdestinationdepartmentsandmerchandisingtreatments to express the product offer.
Usingitsbrandingandtoneofvoicetothreadandstitchthe experience.
Creatingapremiumambiencewiththematerialsandfinishes;shopfitting, lighting and flooring.
Establishingvarietythroughouttheproductpresentation. Utilisingtechnologytoadddepthtothepresentationanda
multi-sensory dimension.
Presentingcustomerserviceconfidently. Maximisingtheshellspace,structureandtexturestohelpdefine
the aesthetic of a unique store experience.
The appeal for our customers is to surprise and delight; our
naturally sociable and non-judgemental nature and the product
offer that supports this allows us to create a very customer
focussed fashion environment.
There are digital screens on all floors, which display current
content including campaign imagery and brand videos. The largest
screen is in the window facing out onto Oxford Street.
A particular highlight of this store is the personal aspect within
the Teen 915 area. Theres a selfie chair with lots of fun props
alongsideipadequins,whichfeatureaniPadheadthatwillshowthe faces of the current campaign models.
We believe this adds depth to the experience it allows us to
promote our seasonal video, social and digital campaigns that
add engagement to the product presentation. As a medium, its
inherently flexible and we have invested in the technology to allows
us to update and control centrally, which allows us to tune the
display to suit the trend or branding requirements.
Introducing Perspex NaturalsBringing Beauty to the Surface
- Inspired by the simple beauty of nature- Textured surface with the aesthetic appeal of stone- 6 standard colours- Hard wearing & ideal for the retail environment
For more information visit www.perspex.co.uk
Perspex is a registered trademark of Lucite International, a member of the Mitsubishi Rayon Group.
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Perspex Naturals Advert draft.pdf 10/17/2014 3:51:25 PM
27
project focus
Design: 3Gatti ArchitectureOpening date: October 2014Store size: 180 sq m
SND Chongqing, China
The SND fashion store in Chongqing, China appears to have a
ceiling thats weighed down by objects. A triumph of architectural
beauty, the scheme is made up of more than 10,000 elements made
from a very thin white translucent fibreglass.
When I started this retail project there was a simple and
appealing idea of hanging everything from the ceiling thus
moving out of the way of the furniture and items to be sold so
that all the floor space could be free for customers to circulate,
explains Francesco Gatti, director of 3Gatti Architecture. Using a
software that simulates the physics of real materials, we imagined
an elastic ceiling that was pulled down by the weight of these
various objects.
The next step was to think about the technical equipment
necessary for the store such as lighting, speakers, sprinklers,
cameras, AC and ventilation, so it was natural to think of this ceiling
as a permeable surface. This was the origin of the ethereal white
ceiling; an ephemeral support for ephemeral objects, continues
Gatti.
3Gatti provided the factory with a file of more than 10,000
different shapes of stripes to hang on the ceiling, and thank
28
project focus
goodness each piece was not handcrafted
by the Chinese workers but was precision
cut by machines in a super short time. We
used a very thin white translucent fiberglass
material because of its fire resistance and
the good way it reacted to light reflection
thus creating a ceiling landscape that
would be a spectacular source of light,
beauty and emptiness; perfect for every
fashion victim, explains Gatti.
Although the store is not very big,
the extension of the ceiling landscape is
apparently endless thanks to mirror walls
that disorient the visitors walking around
these ethereal ceiling cavities.
This heavenly ceiling is surely the
protagonist of the space; we chose recycled
timber as a dark background for the floor
and walls to make the ceiling emerge
from the general environment. Finally, we
designed simple cubical volumes covered
with soft grey felt as the only furniture that
the shop could use as sofas, a cash desk
and product displays.
The store faade is left transparent, simply showing the striped section of the
ceiling volume, thus creating a sculptural
attraction for the visitors to the Chongqing
World Financial Center.
30
Bugatti
project focus
Bugatti has opened the doors to its very first lifestyle boutique
on Brompton Road in Londons Knightsbridge. Following the
successful launch of its lifestyle collection in Milan last year, this
is the next major step in the French car manufacturers brand
extension strategy. Up to 30 additional exclusive Bugatti boutiques
are due to be opened in key international financial and fashion
hubs over the next five years.
London was the brands first choice when deciding on a
location for the boutique. The city is a key market for the Veyron,
and is also one of the most important international centres of
fashion, design and art, which makes it an ideal location in which
to showcase our luxury lifestyle brand. We go where our customers
are, said Drheimer.
At 24-26 Brompton Road, the boutique and its collection
reflect the identity of Bugatti. In keeping with the brands motto of
Art, Forme, Technique, the store conveys the brands exceptional
technical performance and the exclusive luxury of the brand.
Massimiliano Ferrari, CEO of Bugatti International, whos in
charge of the Brand Lifestyle division, says: A Bugatti is a design
masterpiece and a unique work of automotive engineering. A
Design: In houseOpening date: November 2014Store size: 501 sq m
Brompton Road, London
31
Bugatti
project focus
Bugatti is synonymous with great tradition and cutting-edge
modernity. This is also the image we want our boutiques to convey.
This is achieved through the use of typical Bugatti design
features and materials. The three metre aluminium arch features
the Bugatti logo and is an eye-catching feature, even from a
distance. It was modelled on the most distinctive design feature of
all the sports cars the famous horseshoe-shaped radiator grille.
This motif is continued into the shop window display, where the
Bugatti signature bag, which echoes the horseshoe grille outline,
takes pride of place.
The interior of the boutique is divided into two areas. The
EB Ettore Bugatti Collection is displayed in the luxury/lifestyle
area, which is fitted with an elegant dark wooden floor and brown
leather wall panelling, both of which exude warmth and elegance.
The Bugatti Performance Luxury Collection is presented in the
sports/performance area, which is in sharp contrast with the first
area as it features distinctive white marble flooring and light grey
leather wall panelling.
Other materials used throughout the store design include
aluminium, wood, glass and carbon, all of which can also be
found in the Veyron. The designers have taken and interpreted
typical elements of Bugattis design DNA in the furnishings. For
example, the rear wall of the large shelving units features a riveted
seam inspired by the fin of the legendary Type 57 SC Atlantic.
This historic design feature, which was also incorporated into the
modern Bugatti Veyron, is also recreated in the structure of the
wall shelving.
The design of the free-standing carbon and aluminium shelves
was modelled on the rear wing mechanics of the Veyron, an
example of the very finest engineering. The delicate line in Bugatti
Blue adds a final visual flourish to the shelving. The large carbon
sales table in the centre of the showroom is another impressive
design feature. Its curved shape was inspired by the signature of
Ettore Bugatti, a shape that remains a striking design feature of
many Bugatti models to this day.
The next boutique openings are planned for the coming year
in Tokyo, Dubai and Doha. Other stores are set to follow in Paris
and Milan. Bugatti plans to open its first stores in the USA from
2016 onwards.
gift shops
32
With such a variety of items on display,
organisation in gift shops is crucial in order
to satisfy customers and help them find
what they need quickly and easily. For gift
shops within museums, galleries and visitor
attractions, they need to be integrated
within the space and compliment their
surroundings, and displays need to house
giftware without taking the focus away from
whats on offer.
Lumsden has created six shops for the
British Museum. For the Exhibitions Shop in
the Sainsbury Exhibitions Gallery in the new
extension, Lumsden created a stylish interior
with a striking monochrome scheme. It was
important that the shop had a strong visual
personality of its own, aligned closely to the
architecture of the new building and the
more premium product mix. The shop sits
between the entrance of the new exhibition
space and the museums Egyptian
Sculpture gallery and experiences extremely
high footfall.
The airy double height 188 sq m space
is dominated with floor to ceiling columns
that Lumsden has integrated into the
design. The formal scheme with a bespoke
tiered merchandising system of display
tables with integral storage grouped around
the columns is made from oak and metal.
It was important that we aligned the
shop to the architecture and monochrome
interior of the new building without it feeling
clinical, explains Callum Lumsden, founder
and creative director at Lumsden Design.
We used natural oiled oak and black and
white lacquered timber throughout the
store, which added warmth and texture
to the scheme in a subtle, contemporary
way. For the wall bays, a series of bespoke
freestanding wall cabinets were designed,
all made out of the black and white oak
combined with flexible glass shelving.
Callum says gift shops have received
bad wrap in the past. When it comes to
gift shops in a museum, gallery or visitor
attraction, he says they should be integral to
the experience; an extension of the cultural
capital in the destination and the retail offer
wide and diverse a collection of wares
that cant be found anywhere else on the
high street or online. Visitors will range from
tourists foraging for memorabilia to school
kids with pocket money; knowledge seekers
wanting credible reference material or art
lovers looking for something original. Shops
GIVE AND TAKE
33
gift shops
Gift shops in museums, galleries and visitor attractions should be integral to the experience.
in the cultural sector do not have a typical
or defined target market, says Callum.
The best of these shops are designed to
reflect the cultural brand they represent.
They need to be curated environments of
delight and discovery and full of surprises.
Thats what makes them different and thats
why the best examples are so financially
successful. They should reflect the
architecture and the ethos of the institution
they represent and provide the visitors who
shop there with a special memory of their
destination experience.
The gift shop at the Dogs Trust
rehoming centre in Denton echoes the
concept of integration. Following the village
theme that runs throughout the centre, the
gift shop has been designed by Fitch like
a village shop with a cheerful and bright
interior. The centre is a day out for people of
all ages and also an experience from which
visitors will want to take home a souvenir.
In contrast to the recognisable
characters of existing Dogs Trust centres,
which are usually timber buildings in rural
settings, Fitch used warm timbers through
fixtures and props to tie the modern
building in with the brand. A yellow road
guides visitors around the space, helping
to define the shop and other areas such as
the village green (where initial consultations
happen) and the village hall (where dog
training takes place).
The One Off took on the task of
redesigning the Sainsburys Wing Store
in the National Gallery. The concept was
designed to engage a broad customer
base while encouraging repeat visits to the
store. With one of the UKs largest gallery
postcard collections and each painting
available to purchase in print, all product
remains easy to locate with clear customer
navigation and effortless product selection
incorporated perfectly into this design.
The store design has achieved a rich
and refined feel while remaining in touch
and complimentary to the gallery. Adding
curves and open spaces through light
and shade, the customer journey is free to
flow through the whole store and meet the
ambitions of the business plan, explains a
spokesperson from The One Off.
Over at the Saatchi Gallery Store on
Chelseas Kings Road, Design4Retail
created a stylish, modular retail environment
that complements not overpowers the
GIVE AND TAKEproducts on display. The retail space is
open and bright and has two cash desks
situated at either end. These in turn also
help distinguish between the premium and
main retail product categories. A modular
white flexible shelving system was chosen
to display a range of products in the main
retail area, which blends into the backdrop
of the gallery. The system is entirely flexible
with moveable category headers that
navigate the consumer to their desired
product choice.
The premium area is a space
dedicated to exhibiting higher value
products from featured designers or
sponsors. The space was given its chic
identity with a deep grey carpet and glass
shelving suspended on stylish stainless
steel uprights, explains Chris Baker,
creative director at Design4Retail. The
shelving system is again modular and
changeable, however, allows for a branded
imagery to be located behind the products
into LED illuminated panels to give each
collection its own separate identity while
backlighting the product beautifully.
The entire space can be adapted to suit
future product ranges and even features a
small seating area to enhance the serene
ambience, allowing the consumer the
opportunity to comfortably take it all in.
Gift shops in museums and galleries
house such an array of giftware, often not
found on the high street, meaning flexibility
is key when it comes to layout and displays,
to accommodate collectable products as
and when exhibitions are updated.
Facing page frop top: Curves and open
spaces at Sainsburys Wing Store
in the National Gallery; the open
and bright gift shop at the Saatchi
Gallery; the Dogs Trust gift shop is
designed like a village store.
This page frop top: Products are
easy to locate at the Sainsburys
Wing Store in the National Gallery;
Monochrome scheme at the British
Museums Exhibitions Shop.
Call: 0845 680 7405 to advertise
34
Connections Linking retail display buyers and suppliers
Revolutionise your supplier network in one day!
Free to buyers : Limited places available
To Book: Email: [email protected] Tel: 01883 348911
Shop and Display Equipment Association
The Cumberland Hotel, Marble Arch, London, 4 February 2015
...TO MAKE A RETAIL FABRIC LIGHTBOX
Autumn/Winter 2014
Big chillNews
Illustration
Trends for 2015
John Lewis and Pete
r Jones
Christmas campaign
Blue Studio, Unit 8A, The Piper Building, Peterborough Road, London, SW6 3EFT: 020 7394 2813 E: [email protected] W: www.blue-studio.co.uk W
WW
.BO
NAV
ERI.C
OM
Cover image:
Monty the Penguin at John
Lewis and Peter Jones
Creative and production
by Chameleon Visual
Photography:
Melvyn Vincent
47
The use of bespoke illustrations in a retail environment can help brands tap into their creative sides. In this supplement we take a look at some recent installations, including Harry Malts Christmas window
illustrations for Mulberry, which engage with customers through uniquely British humour. As Harry says, I believe
that the public relate favourably to illustrated material; its instilled in our psyche from a very early age.
We hear from a panel of visual merchandising and display specialists regarding their trend forecasts for 2015.
Weve seen the use of lush green foliage in displays and schemes this year, and this is set to continue into
2015. One event that is sure to cause creative ripples through the VM world next year is the Alexander McQueen
Savage Beauty exhibition at the V&A. Its set to be an inspirational event, and it will be interesting to see how
it filters through into our industry. says Jason Traves, co-founder and head of creative at Lucky Fox. Retailers
will continue to step up their game to reinvest in the physical shopping experience as e-commerce and online
shopping continues to rise.
Lyndsey Dennis
Editor
EditorLyndsey Dennis
t. +44 (0)7500 138 810
Production & WebTerry Clark
t. +44 (0)845 680 7405
Display SalesLee Cullumbine
t. +44 (0)845 680 7405
39News 45 Big chill
42 Whats in store?
39 News The latest news from the visual merchandising and
display industry.
42 Whats in store? Predictions for the coming year
45 Big chill The John Lewis and Peter Jones interactive
Christmas campaign.
47 Picture perfect Illustrations within the retail environment and what they
bring to the customer experience.
Welcome
47Picture perfect
www.retail-focus.co.uk
37
NEW CATALOGUE OUT NOW
The new Urban Vintage catalogue from Andy Thornton is out now.
56 pages of industrial-style retail display and visual merchandising
products, contract furniture, decorative lighting and tin tiles.
Send for your copy.
Call: 01422 376000 Email: [email protected]
Online: andythornton.com
URBAN VINTAGE RETAIL DISPLAY
AT-A1RetailFocus-UV-Cat.indd 1 01/10/2014 09:29
39
news
This Christmas concept by DZD for John Lewis on Oxford Street,
London caught our eye. The company worked with the John Lewis
VM team with a brief to create a multitude of triangles in a varied
selection of materials, colours and textures.
Each string of triangle trees contains a mix of gold, silver,
copper and bronze made of foil, card and tin, suspended from
the existing metal framework. This allows for maximum movement
within the store environment, which was something that Sarah
Smillie, VM designer at John Lewis, had visualised, along with a
pretty tinkling noise as the triangles make contact, providing not
only a visual treat but one for the ears too.
DZD stimulates the eyes and ears at John Lewis
Whether youre a retailer, designer, in the
leisure and entertainment industry or in
fact use visual merchandising to promote
your products or services in any way, this
show is a must visit for everyone involved.
The next show takes place on 21-23 April
2015 at its regular home, the Business
Design Centre in Islington.
Visual merchandising and display
demands its own platform as its such
an important part within retail and it has
proved the case with the show celebrating
its 25th birthday, says organiser Andrew
Colclough. With buyers time at a premium
they need to be able to see the whole
of the industry under one roof. Other
contributing factors are that the show
enables small but important companies
the opportunity of exhibiting alongside the
well established companies.
The event covers everything within
visual merchandising and display,
including mannequins, print, Christmas
decorations, display services, props,
design, graphics, bust forms, turnkey
service, POP, lighting, fabrics and
everything in between. Visit the website at
www.vmanddisplay.com to find out more
about the 25th VM & Display Show and to
register for your pass.
VM & Display show celebrates 25 years
This year, La Grande Epicerie de Paris and Le Bon March Rive Gauche celebrate
a traditional and festive Christmas, with plenty of interaction for children. Mailboxes
are located in front of shop windows so children can post their letters to Santa. The
shop windows are livened up by the rue de Svres stage the workshops of Santa
where reindeers organise all the letters. Children who included an email address on
their letters will receive an answer acknowledging receipt of their mail and offering
them a surprise animated Christmas movie to view.
In tribute to power dressing modern icons,
proportion>london presents its CAPSULE collection, a
dexterously designed VM kit, comprising classic bust
form shapes coupled with slimmed merchandising
torsos, rails, fixtures and tabletop accessory presenters.
The collection features a soft lozenge shape motif,
luxury materials and detailing. Along with proportions
vast library of bust form shapes, the slimmed
merchandising form was created to alleviate the
boredom of endless suit filled stores, by punctuating
the rail space with an easy-dress body option. An
ingenious hanging fixture further extends the versatility,
bringing ceiling and wall mounts within reach. To give
an element of charm, three new detailed finials have
been created, cast from vintage decanter tops.
proportion>london announces CAPSULE
Reindeers descend on Paris
Photographer: Melvyn Vincent
be inspired. be surprised.
visit our website @ www.barthelmessuk.com
complete visual merchandising solutions.
BBBarthelmessBarthelmessBBarthelmessBBarthelmessBUKBUKBBUKBBUKBUK
t: 01438 318634 - 724065
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fresh ideas.
CNLmannequins
THE SWANCOLLECTION
as seen at the Retail Design Collective - New York
be inspired. be surprised.
DEC_2104_DPS.indd 2-3 09/12/2014 16:10
be inspired. be surprised.
visit our website @ www.barthelmessuk.com
complete visual merchandising solutions.
BBBarthelmessBarthelmessBBarthelmessBBarthelmessBUKBUKBBUKBBUKBUK
t: 01438 318634 - 724065
established nam
e.
fresh ideas.
CNLmannequins
THE SWANCOLLECTION
as seen at the Retail Design Collective - New York
be inspired. be surprised.
DEC_2104_DPS.indd 2-3 09/12/2014 16:10
42
VM 2015: WHAT
,S IN
STORE?
Keeping one step ahead of the competition
is crucial, and visual merchandising can
help achieve this, creating a memorable
and enjoyable shopping experience for
customers. What trends can we expect for
2015? A mix of industry professionals share
their VM and display trend predictions for
the coming year.
Alexander McQueen: Savage BeautyJason Travesco-founder and head of creative, Lucky Fox
In 2014 we saw nature appear quite
frequently, with lots of lush green foliage,
trees and plants either in natural form
or abstract. There has also been a
Californian west coast feel coming
through, with bleached out colours, cacti
and succulents. Until now this has been
big in domestic interiors but weve started
to see this filter through into windows and
in-store VM, and we expect to see much
more of this trend in 2015. Mid-century
inspired design and furniture continues to
be very popular, so we see this continuing
into 2015 too.
With the rise in e-commerce and
online shopping, brands and retailers are
realising that they need to reinvest in the
physical shopping experience to keep the
brand profile strong on the high street as
well as online. Weve seen retailers such as
Debenhams, John Lewis, M&S and Jigsaw
repositioning and raising the bar with their
windows and in-store VM and shopping
experience, and we expect other retailers
to follow suit in 2015.
One event that is sure to cause
creative ripples through the VM world next
year is the Alexander McQueen: Savage
Beauty exhibition at the V&A. Its set to
be an inspirational event, and it will be
interesting to see how it filters through into
our industry.
Recycling and collaborationSamar Younesglobal visual director, Coach
2015 trends will be heavily influenced
by a global consumer craving for a very
personal experience of craftsmanship,
technology and design. Community will
drive brand experiences and foster a
strong culture of innovation.
Major upcoming trends are:
Disruptive innovation driven by technology in unexpected ways with
off the grid styling, creating fantastical
craftsmanship thats part science and
part make believe.
Disruptive innovation driven by technology in unexpected ways with
off the grid styling, creating fantastical
craftsmanship thats part science and
part make believe.
Collaborations driven by cross cultural and global influences and connection
with artists and artisans interpreted in a
modern way.
Active dynamic structures driven by a continued focus on a healthy lifestyle
where sports meets art.
trends
43
trends
Investment in effective lightingPaul Symeshead of visual presentation, Fortnum & Mason
I dont think were going to see any
major technological innovations in
visual presentation in 2015, however its
reassuring to have seen more stores in
2014 making an effort. Taking product
presentation to a level beyond throwing
a few random items together with some
dodgy looking point of sale, frequently
offering the customer a token discount.
Some of the smaller independent
shops this Christmas have looked amazing,
with clever innovative window displays
backed up by logical, easy-to-navigate
in-store visual merchandising. Hopefully
the trend of doing it right will encourage
some of the larger stores to follow suit.
Customers want, and should expect, a
fabulous customer experience, no matter
where they shop. As retailers its important
that we should think like a customer.
I do hope that more stores will consider
using effective lighting systems; there
have been some major improvements in
this area in the past few years and I hope
that it continues. Good lighting can really
enhance product presentation; I noticed
when we launched Fortnum & Mason in
Dubai earlier in the year, how effective
the lighting systems were in the stores
something that we took on board with our
latest store in Heathrow Terminal 5.
Purchasing online is great and
convenient, but Im also a great believer in
the physical sport of shopping; touching
items, picking them up, something that
online purchasing cant instantly offer. We
have to ensure that our stores, shops and
products are beautifully presented, with
excellent lighting, and backed up with
outstanding attentive service.
Experimentation and collaborationSasha Rozariohead of creative, Blacks VM
Were living in an era of visual saturation
where the retail landscape is constantly
evolving; as a nation were craving
simplicity and less noise. Creative
teams are escaping the confines of the
everyday office environment, to embark
on travel trips that offer the possibilities to
explore global trends as a source of new
inspiration for their store design concept
ideas.
Experiencing new cities, trends and
cultures first hand will offer an insightful
portal to a new form of simple expression
and innovation when designing window
concepts. We will witness the cross
pollination of clean and honest palettes
mixed with innovative experimental
materials and finishes. Material labs and
workshops will provide the opportunity
for brands to experiment with previously
undiscovered ideas, materials and
processes.
The exploration of new perspectives
will also create more opportunity for direct
collaborations between retail creative
teams and external designers/illustrators
and artists. This in turn will inject a fresh
diversity into the store design process and
will be a driving force in the creation of
ideas for which challenge the principles of
past thought processes and possibilities
which are relative to the current creative
climate.
Innovative British artists and designers,
such as Heatherwick and Barber Osgerby,
will continue to inspire diverse and radical
shifts towards creating window displays
that offer a trajectory into new forms of
exploration in store design.
Brand consistency and clarityAdam Tregaskishead of retail, The Market Creative
True seamless retailing across all
channels has never been so important to
provide an enhanced shopper experience,
and this will only increase as we move
through 2015. This isnt just about omni-
channel presence, but ensuring the brand
experience is consistent too.
Every message should accurately
deliver and amplify the brand proposition
and reinforce core values, regardless of
whether a shopper is online, in store or
checking you out on social media. This
doesnt mean saying the same thing at
every stage; each part of a shoppers
journey to make a purchase should
have a role to play. Messages should be
meaningful and appropriate while at the
same time reflecting the brand.
Too often we see a shopper journey
that begins coherently, with the brand
values present across the touch
points recognising and leveraging
opportunities at each stage but then a
lack of consistency and clarity through
different channels makes the journey
disjointed. This means that, from car park
to till, the brand should treat its shoppers
appropriately at every point whether
thats product engagement to educate
and interact, creating a social community
to increase frequency of visits or simply
expediency via click and collect.
Technology will play a key role in
how this develops over the next 12 months.
With iBeacons and other methods
of identifying and tracking shoppers
becoming more prominent, the same
personalised retail experience common
online will become more widespread
in-store too with salutations, cross-selling
and relevant offers.
iposdesign
IPOS, Unit 2d, Heapriding Mill, Ford Street, Stockport SK3 0BTLondon Office: IPOS, 63 Redchurch Street, London E2 7DJ
[email protected] | 0161 477 8501 | ipos-design.co.uk
We are IPOS.
We design, produce and install all aspects of POS/POP.
From in-store graphics, window vinyls and bespoke 3D retail displays to full multi-location campaign roll outs.
For more info visit our website ipos-design.co.uk
45
BIG CHILLPeter Jones and John Lewis have created a truly interactive experience in-store this Christmas.
The Peter Jones and John Lewis campaign evokes the magic of
make believe at Christmas through a childs eyes. The advert tells
the tale of an unlikely friendship between a little boy called Sam
and Monty his penguin friend.
Craig Inglis, marketing director at John Lewis, explains: At
John Lewis, this time of year is all about helping our customers
create their dream Christmas. We hope this uplifting tale of
Sams love for his friend Monty will remind people of the magic of
Christmas through a childs eyes and inspire them to think how
they can make the festive season extra special for their friends
and loved ones.
This message has been amplified beyond the TV campaign
inside stores through an in-store space called Montys Den at
the retailers flagship shops at Oxford Street and Peter Jones as
well as the 41 John Lewis shops across the UK. In partnership with
Samsung, Montys Den uses a series of technology firsts to harness
the power of childrens imaginations. During this campaign,
children can create their very own Monty Christmas card on the
Samsung Galaxy Tab S.
At Montys Magical Toy Machine, children can bring their
favourite toys in store where they will be scanned using innovative
photogrammetry technology, before appearing on screen as a
moving, life-like 3D image. This interactive digital replica then
magically dances for the child, creating a truly memorable retail
experience. Theres also a photo opportunity for parents to snap
their little ones dancing with their toys. Each year we look for new
ways to amplify our Christmas campaign, and creating Montys
Magical Toy Machine with Microsoft is one of our most exciting
ideas yet, enthuses Inglis.
Owen Sagness, general manager of Microsoft Advertising &
Online, says: Were always looking for new ways to use technology
and media to enhance peoples lives. This is no ordinary
advertising campaign. By bringing a bit of the magic of Christmas
to life, were really hoping to give John Lewis customers a very
different, very special experience this year. I love seeing the look
on peoples faces, young or old, when they see the toys brought to
life by Montys Magical Toy Machine.
At Montys Den, visitors can find Montys Goggles. Using
Google Cardboard, customers can step into Monty and Sams
world. The app version of the Montys Christmas storybook is
transformed into a 360 degree virtual world, narrated by Dermot
OLeary, making the retailer one of the first brands in the world to
use Google Cardboard within a marketing campaign.
The Iceberg Station gives children and their families the
opportunity to learn more about the endangered Adlie Penguin.
Educational content is available, as well as the opportunity to find
out about WWFs Adopt a Penguin programme that John Lewis is
supporting. Monty is ready and waiting to smile for customers and
their cameras in his very own den.
Chameleon Visual created the Peter Jones and John Lewis
windows hosting Monty in all sorts of scenarios, making use of
the top 100 John Lewis Christmas gifts. The creative consultancy,
which delivered last years hugely popular Christmas windows,
collaborated with Wool And The Gang who knitted bespoke
jumpers, hats and scarves for the penguins.
Emma Davidge, creative director at Chameleon Visual, says:
We were put in a room with 100 gifts, 50 of which were John
Lewiss top gifts; 100 things for every generation and we had think
how they could all work together. We chose to have Monty doing
human things in a human world.
The design team created different scenarios for Monty and his
friends, such as a laundry room for showcasing pants and socks,
and a baking scene for weighing scales and a whisk. Peter Jones
has different products in its windows to the ones at John Lewis.
Peter Jones and John Lewis
Montys Christmas has been created by advertising agency
Adam&Eve/DDB and the Channel 4 teaser campaign
by 4Creative and MPC. Christmas windows creative and
production by Chameleon Visual.
47
Illustrators
Illustrations bring a sense of handmade
and thoughtfulness to a retail scheme,
helping brands to engage with the
customer and stand out from competition.
Kerry Lemon has racked up an
impressive portfolio of clients, including
Liberty, Harvey Nichols and Fortnum &
Mason. She was asked to create a scheme
for Harvey Nichols London flagship
during London Fashion Week. This was
then taken to Scotland for the Edinburgh
Festival before arriving in Bristol. I was
commissioned to create a scheme inspired
by British wildlife with a slight sinister
edge, achieved by the monochrome pallet
and the scale of the animals next to the
mannequins, explains Lemon. I used cut
rather than printed vinyl, and for the London
scheme I spent three days in-store creating
hand painted details to both the windows
and backdrops.
Shes just completed a huge 25m x
12m illustrated window scheme for Coutts
at 440 Strand in London, which launched
on 1st December. I relish the challenge of
these big projects and couldnt wait to see
it installed!
Lots of stores use cheap stock vector
illustrations or blown up photos from their
look books, but commissioned illustration
offers bespoke artwork. This allows brands
to demonstrate their creativity and tap into
the trend for the handmade, unique and
artist-led. It allows clients to really stand
apart from their competitors and create a
buzz for the space, particularly when paired
with a live art element and social media
campaign, believes Lemon.
Mulberrys 2014 Christmas windows were
designed by Chameleon in collaboration
with illustrator Harry Malt. The best
gift under the tree concept features
various sized illustrated stockings and a
Christmas present saying Think inside
the box! Theres also a bear holding a
Mulberry handbag and the banner Giving
is receiving along the top of the front
windows. The double doors to the store
feature a quirky sausage dog wearing a
party hat.
The brief was to produce something
original, visually engaging and to arrest
peoples interest with some uniquely British
humour, explains Harry. Many things inspire
Harry in his work. I get inspiration from
aspects of day to day life, trying to be a
sentient member of society and sometimes
Bespoke illustrations can help brands tap into their creative sides.
ear wigging the conversations of strangers.
He believes illustration can add a new
dimension to a retail environment. It can
break up the cold lines and glossy veneer
of modern customer retail environments.
I believe that the public relate favourably
to illustrated material; its instilled in our
psyche from a very early age.
Annie Rickard Straus agrees, saying:
Illustration and lettering can bring so much
48
Illustrators
life into the retail environment. A breath of
fresh air from the perfectly manicured, an
injection of personality, humour and class.
Annie was recently commissioned
by M&C Saatchi to work in a doodly style
for the 2014 Natwest and Royal Bank of
Scotland student campaign, which featured
in the windows. Illustration can be the final
touch in a window, making an eye catching
display, or indeed be a focal point of an
entire display. It can be used to promote
a brand or message in a way that feels
less corporate, more considered and in its
nature, unique.
Illustration for retailers is also
wonderfully transferable. Work can cut
across online platforms, point of sale, print
and more, bringing a strong continuous
identity to a specific range or project. I can
only see illustration and lettering becoming
more and more popular within the sector,
as retailers strive to bring narrative into their
displays and generate interest through
association, with a visible increase in
accreditation of illustrated projects, feels
Rickard Straus.
She also created illustrations for the
Marks & Spencer company archive, taking
inspiration from the retailers history, one of
her favourite areas being the confectionery.
This is one of my favourite illustrations I
worked on with the M&S archive. Rifling
through the sweets and chocolate
packaging was a real eye opener. Im used
to having a bar of chocolate and mindlessly
throwing away the wrapper. The packaging
at the archive, so carefully preserved,
preciously folded in to cellophane sleeves,
then logged and numbered, gives them a
whole new gravitas.
Lovisa Burfitt is no stranger to illustrating
retail environments. The H&M store illustrator
has just completed a commission for
the new H&M flagship in Paris. Other
stores that have been given a touch of
Lovisas magic include Liberty, Sephora,
Harrods, Selfridges, Lindex, Guerlain and
Nordstrom. The brief for Paris H&M was
something along the lines of fun, fashion,
unpretentious and playful. I followed this,
drawing for men, women, kids and teens
and I had lots of fun and creative freedom,
enthuses Lovisa. I made an archive of 140
drawings, and each and every flagship
store has its unique design using my
drawings in different ways.
Illustrations help retailers engage with
customers on a more personal and often
humorous basis, and being bespoke will
make them stand out from competition.
Kerry Lemons British wildlife installation for Harvey Nichols www.kerrylemon.co.uk
Harry Malts illustrations for Mulberrys Christmas windows campaign www.harrymalt.co.uk
H&M illustration by Lovisa Burfitt www.agentandartists.com
M&S commission by Annie Rickard Straus www.annierickardstraus.com
Registration now open
For free entry
Register Now At
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RVM_Layout 1 12/3/14 1:47 PM Page 1
ApplelecApplelec will be exhibiting LED Light Sheet and Aura Linear profiles at the VM and Display Show on stand D9. Made in the UK to any bespoke shape or size, LED Light Sheet can be integrated in retail, display and exhibition systems, interior and architectural design or used to illuminate decorative surfaces and finishes. The product has previously been selected by Mulberry, Jimmy Choo and GAP. Applelecs made-to-measure LED linear profiles, Aura Linear, will also be on show. The sleek profiles are ideal for architectural LED installations.
T. +44 (0)1274 774 477www.applelec.co.ukE. [email protected]: ApplelecLight
51
Ultima DisplaysUltima Displays is embarking on a major investment in a range of great new products for 2015. One of the main trends of late and which will continue into next year is fabric displays. Ultima offers a wide range of items that support textile fabric media, which it prints and finishes to a high quality in-house. The companys latest line called Formulate comes in a variety of designs, with a whole extended family of Formulate shapes coming in 2015. Formulate is a simple yet extremely effective portable display system based on lightweight tubular aluminium frames that click together with a push fit button. A printed fabric graphic sock is then stretched over the frame work and zipped up for a super snug fit. These displays are ideal for use in retail areas, exhibitions and conferences.
T. +44 (0)1536 272 250 E. [email protected] Twitter: Ultima_Displays
Andy ThorntonAndy Thornon supplied this vintage 1930s haberdashery display counter to Modemakers in Bornem near Rotterdam. The fully glazed counter features a solid brass framework, oak plinth and a bank of oak pull-out drawers. The piece is extremely functional whilst looking really well alongside the industrial style shop fittings, display shelving, tables and carts in the rest of the store. Andy Thornton stocks an extensive range of antique and vintage shop fittings and offers a good selection of counters, cabinets and back fittings rescued from jewellery, haberdashery, grocery and chemist shops.
T. +44 (0)1422 376 000 E. [email protected] Twitter: andythorntonltd
products
VM + DISPLAY
arken P-O-P Internationalarkens wide range of illuminated displays includes thePurelite LED light box line, now the companys best-seller. It has a contemporary aluminium frame (shown here in powder coated black), making it ideal for a wide selection of outlets, from fashion retailers to cinemas and nightclubs. Purelite is very low maintenance, cheap to run and uses 60 per cent less energy than traditional tube light boxes.
T. +44 (0)1638 565 656 E. [email protected] www.arken-pop.com
QUALITY YOU DEMAND.PRICES YOU ENJOY.SERVICE YOU EXPECT.
display props shopfittings carrier bags ticketing mannequins & more
0800 451122morplan.comStores in London, Bristol & Glasgow
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Retail Supplies from Morplan
Retail Focus Oct 14_Layout 1 03/10/2014 10:51 Page 1
proportion>londonproportion>london introduces THEORY, an elemental collection of female fashion mannequins designed to enhance the retail environment with striking repetitive groups, whilst maintaining the subtlest presence. Conceived by proportions informed design team who take their reference from street style, catwalk, art installation and lifestyle, THEORY is formed around two key symmetrical poses with multi head and arm options, building into a workable kit of huge practicality.
T. +44 (0)20 7251 6943 www.proportionlondon.com E. info@propor