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Visual Merchandiser offer a boutique style service where every one of our clients is treated with the utmost attention and respect. Our professional skillful team have a wealth of experience, giving us the ability to understand your bespoke requirements first time, without hesitation. We offer many services, all of which can support your visual goals and aspirations. We know what it means to stand back and smile!
A boutique style service
VISUAL MERCHANDISER UK PARTNER OF EURODISPLAY
0844 800 9305 | [email protected] | visualmerchandiser.co.uk
signature.armourcoat.com
I founded Armourcoat 30 years ago to pioneer ideas in stunning polished plaster decorative wall finishes. In that time we’ve become an integral part of the world’s most prestigious architectural interiors.
The Signature Collection is my celebration to all we’ve achieved. It reflects our unmatched quality, innovation and commitment to our craft.
I’m proud to put my name on it.
BACKGROUND FINISH: VOLSINI
CRONA CHAIR KINDLY SUPPLIED BY BRUNNER
E2868_AC_SignatureAd_VOLSINI-210x297_P1_AW.indd 1 26/06/2014 09:59
Regulars7 Leader
8 Diary
11-14 News
18-19 WindowshoppingInspiring window displays from around the globe.
22 TopofthePOPS
25 KarlMcKeeverWhether we realise it or not, retail is often a reflection of what’s going on in our broader society as a whole, says Karl this month.
www.retail-focus.co.uk
.27-34 ProjectFocusNixon: Issey Miyake:
3.1 Phillip Lim
43 OpinionIt’s time to think differently about the in-store digital experience, argues Steve James-Royle, founder and creative director at design agency, The Yard Creative.
47-57 ProductsProducts and services for the retail industry, including a preview of next month’s Retail Design Collective in New York.
66 Q&ASamar Younes, global visual director at Coach, talks craftsmanship, the hybrid customer experience and emerging trends.
40 58In-storenavigation Focuson:Digitaldisplay
17 45VM&DisplayAwards POPAIAwards
Bookshopsforthe21stcentury
Ima
ge
: An
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rolla
37
FeaturesFormerly a bank, the new Issey Miyake store on London’s Brook Street has been
stripped back to its original structure and transformed into a visually enticing exploration of old and new elements.
Somethingold,somethingnew30-31
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 tomorrow’s 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
7
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Retail Focus is proud to be associated with and a supporter of ACID
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Get more from Retail Focus online! www.retail-focus.co.uk
EditorGemma Balmford
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,
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No part of Retail Focus may be reproduced, stored in a retrieval
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address all enquiries to the editor at the above address. The
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do not necessarily reflect the views and opinions of the publisher.
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©Retail Focus Promotions Ltd 2013.
The design awards season is in full swing with the VM & Display, POPAI and Bar & Restaurant Design Award winners announced, and the Surface Design Awards approaching. The World Festival of Interiors also took place in October, in which Brazilian bookstore Livraria Cultura was named best retail interior of 2014. The grand yet modest shop, designed by studio mk27, is said to be a bookstore for the 21st century, where socialising, relaxing and purchasing are all combined. This month we look at the role of physical bookshops in the digital age (pages 37-38).
In our regular Window Shopping feature this month, we marvel at some of the autumn VM schemes in the UK & Europe, which are now gradually being replaced with those all-important festive displays. We also take an in-depth look at Italian luxury menswear brand, Ermenegildo Zegna Couture’s spectacular installation at Harrods, which took over the entire front run of windows at the department store in Knightsbridge, London (pages 18-20).
A well designed VM scheme that is clever and beautifully crafted will work no matter what the budget, maintains Samar Younes, global visual director at Coach, in our Q&A this month. ‘You just need to have the patience, attention to detail and eye for good composition to execute simply and really well,’ she says (page 66).
This is my last issue as editor of Retail Focus for a while as I begin my maternity leave, but I leave you in the very capable hands of Lyndsey Dennis, who has many years experience writing and editing for B2B titles ([email protected]).
Happy festive season and see you in 2015!
Gemma BalmfordEditor
November ‘14
8
diary
Retail Design CollectiveNew York City3-5 December 2014
Taking place at the Metropolitan Pavilion
as well as showrooms throughout New
York, the A.R.E. Retail Design Collective
brings together three days of product
presentations, conference sessions and
networking events. New for 2014 is a free
WindowsWear Fashion Window Walking
Tour as well as a collaborative installation
at the Metropolitan Pavilion that will
showcase products from participating
showrooms. The Retail Design Collective
coincides with the 18th edition of the PAVE
Gala, a fundraising and awards event that
benefits students pursuing careers in retail
design and visual merchandising.
A_REwww.retaildesigncollective.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.
surfacethinkingwww.surfacedesignshow.co.uk
Retail Trust CelebrationOld Billingsgate, London29 January 2015
The Retail Trust Celebration, formerly
known as the Retail Trust London Ball,
is moving to a new venue for 2015. The
62nd fundraising event will take place at
Old Billingsgate on Thursday 29 January
2015. Retail Trust is a charity that provides
a range of services for all three million
people working in retail, including debt
advice and career development.
RetailTrustwww.retailtrust.org.uk
Retail’s BIG ShowJacob K. Javits Convention Center, New York City11-14 January 2015
Retail’s BIG Show is the National Retail
Federation’s flagship industry event held
annually in New York City. The four-day
event incorporates conference sessions,
networking opportunities and an Expo hall
showcasing new technologies. Speakers
for 2015 will include Chip Bergh, president
and CEO of Levi Strauss & Co.
RetailsBIGShowbigshow15.nrf.com
Photo credit: ALU showroom
The Visual Merchandising
and Display Show is celebrating
its anniversary next year as it returns
to the Business Design Centre for
three fabulous days in April.
25 Years of inspiring new ideas
21st to 23rd April 2015 at the
Business Design Centre London
Stand space very limited
Call: 01945 420 068
Email: [email protected]
www.vmanddisplay.com
Leavinga big impression
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.
C
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Perspex Naturals Advert draft.pdf 10/17/2014 3:51:25 PM
11
John Lewis has opened its first ever railway
station shop, at London’s St Pancras
International. The 278 sq m space offers
an edited selection of electronics, gifts,
beauty, home and fashion accessories as
well as its click and collect service.
Maggie Porteous, director of selling
at John Lewis, comments: ‘Our customers
show us that they want different ways
to shop that are most convenient for them.
news
John Lewis St Pancras is our latest
shop format innovation to meet our
customers evolving needs serving the
station’s travellers.’
Wendy Spinks, commercial director of
HS1 (owners of St Pancras International),
adds: ‘With the same proud Victorian
heritage as St Pancras International, it
is fitting that John Lewis has chosen to
open its first train station store at one of
FITCH has developed a new design concept for dog welfare
charity Dogs Trust’s new rehoming centre in Manchester. Working
John Lewis opens first train station shopLondon’s most historic and well-loved
terminals. We have no doubt that the click
and collect service will be a big hit with the
48 million people who visit the station
every year and we are proud to welcome
one of Britain’s best-loved retailers to
join the broad range of retail available at
St Pancras.’
The opening follows the launch of
the first ever John Lewis airport shop at
Heathrow Terminal 2 in June 2014.
with an expansive open space, the retail and brand consultancy
has created a warm atmosphere with a distinct ‘village’ feel,
bringing the outside in.
Harnessing a sense of community, FITCH has used the typical
language of a village to create a place that could entertain,
inform and educate all at once. The development includes
a visitor’s centre with staff providing information and advice,
and a village green where visitors can have consultations with
Dogs Trust team members. A village hall and park allows dog
training and interaction to take place, and a village shop sells
merchandise, food and gifts.
‘Being able to work with a charity is always a great experience
for us as a branding and design agency,’ says Gemma
McDonnell, design director at FITCH. ‘With the animals’ welfare
front of mind, we have helped create something truly different
that not only challenges the negative perceptions associated
with the dog rehoming process, but also helps create happy and
memorable experiences for both visitors and resident dogs.’
FITCH rejuvenates Dogs Trust experience
12
news
12
In brief...Portview Fit-Out has completed the interior
shopfit for Diesel Black Gold’s first concept
store on Conduit Street in central London.
The 212 sq m space represents the first
global concept store for the line and the
only retail location in the UK to exclusively
showcase the Diesel Black Gold women’s
and men’s collections. To bring the brand’s
signature to life, Diesel Black Gold teamed
up with the founders of Architecture
and Associés, Pierre Beucler and Jean
Christophe Poggioli.
Gulf Related, a regional development
company and joint venture between
Gulf Capital and Related Companies,
and Al Tayer Group, a diversified
regional business, have signed a
landmark agreement that will see the
opening of two iconic US department
stores, Macy’s and Bloomingdale’s, at
Al Maryah Central, a 213,676 sq m shopping
centre being developed on Al Maryah
Island, Abu Dhabi.
Fashion retailer New Look is set to open
a 1,830 sq m store at intu Victoria Centre,
Nottingham before Christmas 2014. intu is
currently mid-way through a £40 million
upgrade of intu Victoria Centre, which
includes new interiors, new entrances and
a new two-tiered catering cluster around
the Grade II listed Clock Tower.
Fortnum & Mason has announced a
partnership with luxury department
store, Lane Crawford in Hong Kong. The
partnership follows the opening of Fortnum
& Mason outlets in Dubai and St Pancras.
CDS Group Services has worked with the
Carphone Warehouse team to help fit out
and install shop-in-shops across seven
Currys and PC World stores, following
the merger of Dixons and Carphone
Warehouse. The stores feature the
latest mobile phones and associated
technologies, apps and offers, and is the
first step towards the Dixons Carphone
connected world offering.
12
Pentagram partners Harry Pearce and
Naresh Ramchandani have created a
new visual identity for formal menswear
brand, Moss Bros. with new interiors
by William Russell. In order to make all
150 stores consistent with the rebrand,
Russell and his team have developed a
design that is suitable for different store
sizes, formats and locations.
Building on the existing
environment, Russell and the team at
Pentagram have used European oak
to create a light and warm interior that
contrasts with the typically dark colours
of suits. The colours of the brand
London’s Bond Street is set to undergo
a £20 million improvement plan
to secure its future as a globally
competitive luxury destination. The
new scheme, which was announced in
October by New West End Company’s
Bond Street Development Group
together with Westminster City Council
and Transport for London, will provide
greater connectivity for pedestrians to
the new Crossrail station at Hanover
Square with high quality finishes and
public realm enhancements.
The plans include the redesign of
the carriageway on Old and New Bond
Street, which will increase pedestrian
space by up to 50 per cent, as well as
the introduction of new street lighting
and a new suite of street furniture.
Commenting on the improvement
plan, Beverley Aspinall, managing
director of Bond Street, part of New West
End Company, says: ‘Bond Street is one
of the strongest luxury destinations in
the world. This is demonstrated through
an ever-increasing demand from luxury
powerhouse brands to locate here. Our
plan will deliver significant commercial
return as seen in other areas of London
that have undergone a similar remodelling
and investment over the last decade.’
Mark Fenwick, chairman of Fenwick
and deputy chairman of New West End
Company’s Bond Street Development
Group, adds: ‘Fenwick has been on the
corner of Bond Street and Brook Street
for over a hundred years and has
experienced first-hand the unique
complexities of the multiple property
ownership on the street. Our improvement
plan is a significant milestone towards
making this street a phenomenal world
leading luxury destination.’
The project, which is expected to
complete in time for the opening of
Crossrail in 2018, signals the first major
public realm improvement Bond Street has
undergone in more than 30 years.
Pentagram develops new visual identity and interiors for Moss Bros.
identity have been incorporated into the
material palette, which has been simplified
and clarified, helping to reinforce the
quality and heritage of the brand.
The perimeter merchandise display is
broken up into smaller bays, producing
a rational journey through the store, with
key pieces highlighted using large
graphic panels. Technology has also
been integrated as small moments in the
stores to allow cross-platform shopping for
the customer.
The concept is being rolled out across
the company’s store portfolio.
Photography: Nick Turner
Bond Street to undergo £20 million improvement plan
13
news
As part of Dalziel & Pow’s ongoing work
with garden centre group, Nottcutts, the
design consultancy has created a dining
offer that has transformed the Wheatcroft
branch in Nottingham into a complete
lifestyle destination.
A trio of reconditioned Citroen H vans
takes centre stage in the new street
food-inspired hospitality offer designed
with each van individually named,
13
branded and themed around a different
type of cuisine. A series of further food
stalls complete the vibrant market
ambience, and throughout there’s a strong
emphasis on traditional British specialties
and local produce.
The concept is an evolution of the food
hall market launched at Nottcutts’ Pembury
store earlier this year.
Dalziel & Pow creates hospitality offer for Nottcutts Ted Baker opens at
Heathrow Terminal 4
Fashion brand Ted Baker has opened
a new store at Heathrow Airport’s
Terminal 4. Housing the AW14 menswear,
womenswear and accessories
collections, the 81 sq m store takes
customers through Ted’s wayfaring
adventures of yesteryear.
Highlighting the brand’s love affair
with the 1950s, materials such as walnut
and brass adorn the interior of the store,
offset by striking tones of peach, blue
and green. Clothing and accessories
collections seamlessly continue the
theme with vintage-inspired floral prints
in a lavish palette of pinks, and dapper
geo and paisley prints.
A central design element of the
space is the quirky cash desk, which
houses Ted Baker’s grooming on-the-
go travel essentials, including camera,
comb and shaving kit, all neatly laid
out in vintage suitcases. In addition,
3D globe fixtures allow customers to
track Ted’s favourite destinations, while
pigeons clutch onto cherished finds.
Hackett to open City of London storeBritish menswear brand, Hackett London
is set to open a new store on Old Broad
Street in the City of London in November.
The 150 sq m space will incorporate
Hackett’s signature Georgian influences
as well as introduce new sleek and
modern elements.
The store will be divided into five
different rooms, all joined by panelled
Georgian archways. Granite and limestone
flooring will welcome visitors as they enter
the store.
To add to the new interiors concept,
contemporary handmade light wooden
polished chairs from British furniture
designer, James Harrison will sit alongside
and complement the more traditional
pieces in store. In addition, a selection of
the late Brian Blow’s artwork, a British
artist renowned for his 1950/60’s graphic
prints, will feature among an eclectic mix
of artist sketches, period prints and
campaign photography.
Hackett’s extensive Bespoke, Made-to-
Measure and Personal Tailoring services
will all be available in the new store.
14
news
Brand and packaging design consultancy,
Pure has opened a new store in its
hometown of Nottingham called The
Collectorium. Opened on 1 November,
the shop houses an eclectic mix of items
and home furnishings, as well as hosting
creative workshops.
Pure director, David Rogers says it will
be more of an experience than a shop.
‘Our suppliers have real passion for their
arts and crafts, and will be helping us
create something quite unique. We’re in
the city centre but a million miles from high
street chain stores.
‘At Pure, we work with some of the
biggest names in retail, now it’s our turn
to put our own advice into practice. It’s
quite unique for a brand and packaging
design agency to open its own store,’ says
Rogers.
Wind calls on allen international for new store design
Telecommunications brand Wind has launched the first
of its new generation of retail stores in Athens, Greece.
Developed in collaboration with allen international,
the new retail experience presents the latest in mobile,
internet and fixed line telephony through a combination
of live product and interactive digital displays.
At the heart of each store, the Affinity hub helps staff
better engage with customers, offer expert advice and
demonstrate the latest products and services.
Wind opened the first 10 stores in September
following a trial with a further 40 stores due to be
completed this year before rolling out to the remainder
of the 220 store network.
Packaging design consultancy opens own shop
Following the launch of its new store design concept at London’s
James Street, Phase Eight has opened a new flagship store
in Guildford with a contemporary, elegant, soft and feminine
interior. Working with design consultancy Four-by-Two, the
women’s fashion brand has taken the building back to its natural
and original state, with layers removed from the walls to reveal
beautiful brickwork. Services on the ceiling have also been
left visible. ‘It’s about individuality, beauty and honesty,’ says a
spokesperson for Four-by-Two.
A mix of vintage furniture finds and old haberdashery units
have been re-sprayed and used as merchandising points, while
brass fittings, hangers and hand-blown decorative glass pendant
lighting add a luxurious richness to the space.
‘It’s a comfortable and inviting environment for customers, one
that is not overly designed, too minimal, sleek or intimidating,’
says the spokesperson for Four-by-Two.
Phase Eight has more than 100 stand-alone stores in the UK,
with an international presence in 12 countries across Europe,
Australia and the Middle East.
Four-by-Two designs new Phase Eight flagship
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
BEST SMALL INDEPENDENT WINDOW: PRESENT IN COLLABORATION WITH LYLE & SCOTT
17
VM + Display Awards 2014
Photography: Melvyn Vincent
The Grand Connaught Rooms in London’s Covent Garden played host one last time to the VM & Display Awards
in October, before the event moves to a new, undisclosed venue in 2015. Now in its tenth year, the awards
aim to highlight the skills and commitment of those teams and individuals working tirelessly to enhance the
image, products and services of retailers and brands, with ever-more fun, meaningful and engaging displays.
Winners on the night included Hackett for its ‘Dial S for Sale’ window display, Joseph for its exquisite interactive
lace tunnel and Harvey Nichols for its graphic monochrome story. Sarah Southgate, head of window design at
Harrods, was also named most innovative person in VM. For a full list of winners, visit: www.retail-focus.co.uk/blog
awards
The tenth annual
VM & Display
Awards took place
at London’s Grand
Connaught Rooms
in October; Writer,
broadcaster
and actor, Gyles
Brandreth hosted
the event; Joseph
won Best Window
in a Multiple for
its lace tunnel,
created in
collaboration with
Harlequin Design
and HQ Graphics;
Top Left, running clockwise:
Sarah Southgate
was named most
innovative person in
VM; Bloomingdales
walked away with
the award for
Best International
Window; Harvey
Nichols won the
award for Best
Window Graphic;
Award trophies;
The Harvey Nichols
‘Texty’ scheme
won the award
for Best Window
Graphic.
18
Windowshopping
Inspiring window displays from around the globe
Fendi Fendi collaborated with Berlin-based Italian art duo, Fabio La Fauci
and Daniele Sigalot of Blue and Joy for its recent paper airplanes
window scheme. Crafted from aluminium, the multicoloured sculptures
were installed in 27 Fendi boutiques worldwide, creating a vortex of
shapes and colours.
Fred PerryThis recent display at Fred Perry drew inspiration
from the bright lights of Soho. The pink and orange
scheme adopts brightly coloured strip lights and
live-edge acrylic shelving to make the colours
pop and glow against the dark box graphic and
light box backdrops. The scheme was produced in
collaboration with StudioXAG.
Adidas Originals
StudioXAG designed and
installed linear forced
perspective cityscapes in
the Adidas Originals flagship
stores in London and Berlin
for the Adidas Blue collection.
Made from cut steel, Foubert’s
Place in London incorporated
Tate Modern, Battersea Power
Station and The Shard in it’s
skyline while the Berlin store
windows included TV Tower
and Brandenburg Gate.
visual merchandising
19
visual merchandising
Window
See more window installations
from London and Paris on the blog:
www.retail-focus.co.uk/blog
Harvey NicholsIn this recent retro-futuristic scheme
at Harvey Nichols, a landscape of
pulsating light boxes unify the window
run with each box creating a different
lighting effect or illusion with the use
of infinity boxes and two-way mirrors
giving a sense of movement. Glitch-Art
prints have been art worked into the
scheme linking the tech interference
elements with the effects.
Loreak MendianThis recent window display at
Basque streetwear brand, Loreak
Mendian brings together elements of
Arantzazu Basilica, creating shapes
and shadows with two wine racks in
wood and metal presenting items
from the AW 2014 women’s accessories
collection. The display was created in
collaboration with ja! studio.
Austin ReedAustin Reed’s autumn scheme
incorporated multiple cones of various
yarns in a repetition format across an
industrial brushed steel backdrop. The
new season campaign images were
used in large format in each window, with
the yarn colours reflecting the brands
and collections shown in each window.
The display was created in collaboration
with Lucky Fox.
Duo BootsDuo Boots collaborated with Kath Roberts, designer at Inside Interiors, Laura Reed of
Things by Laura and visual stylist Maggie Coker to create a winter window display for
its stores in London, Edinburgh and Bath. Inspired by a wintry walk through Somerset
woodlands, the ‘Catch your winter look’ display features an owl catching a Duo ankle
boot called Mandel.
LeeTo celebrate Lee Jeans’ 125th
anniversary, PLANarama designed
and produced in-store hotspots for
London department stores Harrods
and Selfridges. The hotspots were
created to highlight the Lee Jeans
womenswear collaboration with
Belgium designer label, Filles à
Papa. The collection is influenced
by classic American sportswear with
bold slogans and the designer’s
signature sequinned embellishment.
20
visual merchandising
Ermenegildo Zegna CoutureIn October, Ermenegildo Zegna Couture
became the first menswear brand to take
over the entire front run of windows at
Harrods in London. The series of high tech
displays, produced in collaboration with
Elemental Design, were inspired by the
brand’s Autumn Winter 2014 collection and
the astrological film that featured as the
backdrop to the fashion show during Milan
Fashion Week.
Created in partnership with Ermenegildo
Zegna’s head of design, Stefano Pilati,
the film depicts a real scientific path
that is traced by astrophysicist Fiorella
Terenzi, professor of astronomy at Florida
International University, and professor
Neil deGrasse Tyson, director of Hayden
Planetarium, who together formulated a
set of trajectories created in unique
movement that fuse the primordial universe
with the Milan CityLife Palace, where the
collection debuted.
The soundtrack captured the waves
from space, which were converted into
sound and then transformed into music,
blended with Tchaikovsky and the sound of
contemporary life in the cities of Milan,
New York and Shanghai, selected by Pilati.
Whispering window technology was
used to project the sounds onto Brompton
Road, encouraging shoppers to stop and
engage with the displays.
The opening series of 23 windows
commenced with a number of angled
mirrors, creating a sphere effect to capture
See more window installations from London and Paris on the blog:
www.retail-focus.co.uk/blog
the essence of the scientific path. Frenetic
energy, inspired from the film, was reflected
through faded city backdrops, juxtaposed
against mannequins that were either
stationary or revolving rapidly to symbolise
the fast pace of city life.
The journey through the primordial
universe continued with a digital rotating
3D shoe that responded to movement of
passers-by on the street, allowing for a 360-
degree view of the hero Double Monk shoe.
‘From the unknown wonders of the
intergalactic to the minutiae on the street,
the windows encompass the inspiration of
the film and the spirit of the collection,’ says
a spokesperson for Elemental Design.
The windows were installed from 2-19
October 2014 to coincide with the launch of
Pilati’s first ‘couture’ bag for Ermenegildo
Zegna Couture.
Photography: Jamie McGregor Smith
BarthelmessUK
Design and complete visual merchandising solutions
Manufacturing in the Far East and Europe
Bespoke designed Mannequins and Forms
Decorado off the shelf display props
established name.
fresh ideas.
CNLmannequins
RETAIL DESIGN COLLECTIVENEW YORK CITY Dec 3-5 2014
www.barthelmessuk.com
t: 01438 318634 - 724065
be inspired. be surprised.
THE SWANCOLLECTION
by
see the swan collection at:
Retail_Focus_Nov_2014.indd 1 13/11/2014 12:04
POP
POPStopCompany:HRG
Client:Ordnance Survey
Display Title:‘Explore More’ Campaign
Sector:Travel & Leisure
Locations:WHSmith and Go Outdoors, nationwide
The brief: The challenge was to reposition Ordnance
Survey brand, increasing its relevance as
an essential companion among outdoor
audiences. In addition, the campaign
aimed to create a stand-out destination
area for the map category in-store, and
increase sales of paper maps in key retail
outlets by five per cent.
The result:By highlighting the emotional value of
enjoying great outdoor experiences, HRG
has breathed new life into the brand. For
WHSmith, HRG designed and implemented
a modular bay fixture that could be
adapted to fit a variety of store formats and
sizes as part of a 555-store rollout, while
for Go Outdoors, a two-stage roll out was
implemented with wall bay fixtures and
gondola ends installed into 40 stores across
the UK. Ordnance Survey also launched a
PR campaign to ‘Win Your Chance to be
the New Face of Ordnance Survey’, with an
online competition encouraging consumers
to send in photos of themselves enjoying
the outdoors and details of why they love
using Ordnance Survey maps.
www.hrg.co.uk
22
of the
Call: 0845 680 7405 to advertise
23
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
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Q & A
25
How much is retail just a sign of the times?
Whether we realise it or not, retail is often a reflection of what’s
going on in our broader society as a whole.
Until recent times, as consumers, we were largely unaware of
what was happening in other parts of the world. Now, with
24-hour news available anywhere and anytime - and even about
our person - we have vast access to world events at our fingertips.
Here’s a question then: To what extent do the events in other
parts of the world shape consumers’ day-to-day thinking and
shopping behaviour? Are we free thinkers when we shop, or just
heavily influenced by events in the news and wider world?
A brief look at our recent history shows that world events do
have a significant influence on the shopping experience.
In the year 2000, the new Millennium, the global society saw
a fresh start with new opportunities. Film and literature had, in the
year before the Millennium, played out many doomsday scenarios,
but retail was optimistic, and minimal store design and white box
trends became the norm.
In 2010 the global recession was really starting to bite and retail
reflected this. Society’s austerity and thrift culture was matched by
retail, where there was a resurgence in the charity sector and a very
noticeable demise in celebrity culture and ostentatiousness on the
high street. We also saw the rise of the challenger discount brands,
who are still bashing out their increased market shares today and
causing headaches for long established, mid-tier brands.
I think next year will be known for uncertainty. We’ll be having a
general election and there is political unrest in Eastern Europe, the
Middle East and even in the South China Sea. Add to this the many
anxieties still fresh in consumers’ minds, deriving from the lack of
trust in banks, certain retailers, sporting bodies and even churches
- the picture paints itself!
Consumers now are seeking sanctuary and they’re finding this
through the rise of artisan, local food and craft. This sanctuary is
almost the antithesis of consumerism and our thinking of 15 years
ago. There is a paradox though, in that we’re seeing booming tech
sales, and declining confidence in former goliath supermarket
Karl
brands such as Tesco, Morrisons and Carrefour. Consumers are
seeking confidence from brands, and they trust and will pay for this
in an uncertain world - think the success of Next, Burberry, Louis
Vuitton and John Lewis.
Therefore, as retailers, to what extent do brands try to ‘go with’
the current zeitgeist or set their own agenda thus riding above
whatever’s going on?
How can retail brands keep their concepts relevant and on top,
without access to costly market research and insight programmes?
I think that the answer is to do the same things that the big
companies do, but on a more modest scale. Retailers need to
promote dialogue and talk to consumers, asking staff to engage,
share and feedback what’s on the customers’ minds. They need
to consider what’s happening in the world, and tune into what
and how this is likely to affect consumers. They should develop a
‘six months from now’ philosophy to anticipate how people will be
thinking then, and plan buying and marketing activity accordingly.
Spotting trends early and getting in (and out) of them in good
time will be crucial. This can be achieved by reading articles from a
wide source to understand how people are thinking, and anticipate
the things they will want and need. Essentially, don’t get stuck in the
mindset that everything will always stay the same.
Subtle changes in customers’ wants and needs can have a
big impact on sales performance. John Lewis has always sold
sewing machines and haberdashery, but in recent years it has
capitalised on the resurgence in home crafts and sewing as a
result of changes in society and consumer tastes. As a result, the
brand is now the ‘destination’ for many people seeking out these
specialist items.
As yet, nobody can predict the future, but we can all look out
for and feel subtle changes in the market. It doesn’t always take
a huge budget, research project to see what future trends will be.
It can be done by watching the news, listening to customers and
thinking about how societal changes will affect brands, how they
present themselves and what they offer the consumer.
column
Karl McKeever is creative director of visual merchandising
and brand delivery consultancy Visual Thinking.
McKeever
Email Karl at [email protected]
27
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Design: Checkland KindleysidesOpening date: October 2014Store size: 24 sq m
NixonNewburgh Street, London
open watch table formed in the shape of an undulating wave that
enables customers to interact with the products.
‘The Nixon store is a story about immersion; a subtle reference
to the ocean rhythm and flow, but this also relates to product
immersion,’ says Checkland Kindleysides. ‘This is reflected in the
merchandising, where we created an artful watch presentation,
which provides a sculptural centrepiece in the store.’
Here, watches are displayed rhythmically on undulating plinths,
partly immersed below the surface of an under-lit aqua blue tank
while appearing to float on the surface.
‘Nixon felt it was really important that their watches were
accessible, encouraging customers to play with the product
unassisted,’ says the design team.
Adjacent to the display table is a large footwear-inspired
watch wall that showcases more than 100 watches in an open
format on a tinted glass matrix, set against a watch tile backdrop.
Opposite this, in the compact space, raw steel peg boards are used
to display soft goods, which sit alongside brand and campaign art
and imagery.
At the back of the store is a workshop-inspired
California-based watch and accessories brand Nixon has landed
in Europe with two new standalone stores, in Paris and London.
Designed in collaboration with Checkland Kindleysides, each site
features the new ‘horizon’ interior concept that references outdoor
sports activities, such as surfing, snowboarding and skateboarding.
‘For their retail concept, we created an architectural horizon
line, which is a device that lets us own any space in a simple
way and becomes the canvas for the Nixon story, allowing us to
showcase Nixon’s perspective and product in a bold, distinct way,’
explains the design team at Checkland Kindleysides.
At the London store, this manifests itself in a confident black
and white facade that follows through to a stained black and raw
matt grey concrete interior.
In a departure from traditional watch merchandising, where
the products are displayed behind glass, the new Nixon store
features a range of innovative merchandise displays, including an
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project focus
customisation area that appears to have been dropped into place
like a wooden packing case. Constructed from plywood panels and
punched steel pegboard, it provides a material reference to skate
and street culture. Following the ‘horizon’ line design, the plywood
has been partly varnished, giving the illusion that it has been
dipped into water up to the datum. It is here where customers are
invited to create their own one-of-a-kind timepiece from a palette
of component parts and engraved detailing options.
Commenting on the new horizon design concept, Nixon’s
creative director, Tom Jones says: ‘In an often overly cluttered retail
landscape, the new Nixon retail locations are simple,
bold and curated; allowing for a more immersive and inspiring
retail experience’.
The Paris store opened in September, followed by London with
further sites expected to launch in Australia and Hong Kong before
the end of the year.
www.diagroup.co.uk
email [email protected]
Aluminium Extrusions and mild steel accessoriesTel +44 (0)1273 582241
30
Issey Miyake
project focus
Formerly a bank, the new Issey Miyake London flagship store
on Mayfair’s Brook Street has been stripped back to its original
structure and transformed into a visually enticing exploration of
old and new elements. Created in collaboration with Japanese
artist and designer, Tokujin Yoshioka and fitted out by
Belfast-based Portview, the 470 sq m space occupies the two
lower levels of the 1950s building and incorporates contrasting
finishes to form a fascinating open structure that heightens visual
interest and appeal.
Rough concrete columns throughout the space contrast with
bright blue anodised aluminium panels, which highlight the display
areas and clad the lift shaft. ‘With unprecedented attention to
detail, the panels were fabricated in Germany, then anodised by
a specialist company in Switzerland, each panel taking more than
four hours to anodise,’ explains a spokesperson for Portview.
The flooring, meanwhile, is a poured screed with specialist
bespoke 2mm layers of micro-top applied in a hand-finished six Ph
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Design: Tokujin YoshiokaOpening date: October 2014Store size: 470 sq m
Brook Street, London
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Issey Miyake
project focus
coat process.
Issey Miyake’s own IN-EL folded lamps along with cove
lighting by iGuzzini are used to illuminate the store, while glass
balustrading on the doglegged staircase allows light from the street
to fill the basement.
Yoshioka, who has designed more than 20 stores for Issey
Miyake, also created all of the furniture and fittings for the space,
including display tables that appear to balance precariously on
angled stands and the ‘Brook Ottoman’, which is expected to be
put into future production by Italian company, Moroso.
‘Incorporating the trace of time cultivated in the space, the
contrast between the texture of bare walls and the futuristic surface
of aluminium is designed to express the contract of innovative
creation and continued history,’ explains Yoshioka. ‘With fragments
of memory spread in the space, the contingent beauty exists which
cannot be recreated ever again. History and future are to be
encountered upon memories in Issey Miyake 10 Brook Street.’
Opened in October, the new flagship brings together many of
the Japanese fashion label’s collections under one roof, including
Homme Plissé Issey Miyake, which is available for the first time
outside of Japan exclusively at the Brook Street store.
To be part of the exciting new leading event for the £5billion retail design and VM industry, crafted for you by the show’s Steering Group of leading industry figures call us TODAY.
We have managed to take more space at London’s Olympia due to exceptional take up of space but this too is now becoming scarce so do not delay!
Contact Annie Swift, Nick Field or Rachel Scott on 020 8874 2728 or email [email protected] to enquire about stand space or sponsorship opportunities for key attractions such as the VM and Windows Masterclass, The Student Retail Design Awards, The Student VM Awards, the Balcony Restaurant, The Designers Tea, Juice and Coffee Bar, and more besides!
INTRODUCING
INNOVATION AND INSPIRATION IN RETAIL DESIGN, VISUAL MERCHANDISING AND BRANDING UNDER ONE ROOF…AT LAST!
Lego by FITCH London
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Design: CampaignOpening date: September 2014Store size: 325 sq m
Following the launch of his first standalone
UK boutique in London towards the end
of 2013, American fashion designer Phillip
Lim has opened a flagship store on Great
Jones Street in Manhattan’s NoHo district
that houses the 3.1 Phillip Lim collection of
womenswear, menswear and accessories.
Developed in collaboration with
London-based design studio Campaign,
the 325 sq m space takes inspiration from
the concept of ‘studio luxury’, creatively
combining high-end materials such as
marble, onyx, Corian and green mink
with everyday elements such as MDF,
ply and plasterboard.
‘The design of the flagship boutique
brings together contradictory materials,
mixing the luxurious with the humble in
unexpected ways,’ says the design team
at Campaign.
Minimalist metal rails in a champagne
gold finish along with white Corian
and mint-hued marble tables are used
throughout the interior to showcase the
collections, while accessories are displayed
on plinths that make playful use of
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3.1 Phillip LimGreat Jones Street, New York
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utilitarian materials.
The unconventional and unexpected
use of mixed materials is also evident in the
flooring, with grey limestone and exquisite
blue Bahia marble tiles at the entrance
juxtaposed with poured concrete that
features throughout the rest of the space.
The tiles are used in a classic chequered
pattern with inlaid brass strips adding a
note of classical refinement.
Groups of large studio canvases,
inspired by the work of renowned
photographer Bill Jacobson, are carefully
curated to appear effortlessly and casually
placed along the walls, while oversized
stone steps along the back of the store
provide a platform for installations and
performances. Lit with abundant natural
light from the skylight above, the steps are
also used to display shoes and accessories.
Meanwhile, a freestanding architectural
block has been inserted into half the
length of the store to create space for the
fitting rooms.
The Great Jones Street boutique is
the latest in a global roll out of 3.1 Phillip
Lim stores and concessions designed in
collaboration with Campaign over the last
two years. The studio luxury retail concept
is expected to evolve, with further openings
planned in Macau, Bangkok and Jakarta
over the next 12 months.
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Retail Focus Oct 14_Layout 1 03/10/2014 10:51 Page 1
bookshops
At the Inside World Festival of Interiors
in October, Brazilian bookstore Livraria
Cultura overcame competition from the
likes of Harrods and Just Cavalli to win
Best Retail Interior of 2014. The grand
yet modest bookstore in Sao Paulo was
designed by studio mk27 as a multiuse,
social meeting space; a ‘bookstore for the
21st century’, where socialising, relaxing and
purchasing are all combined.
Likewise, Foyles considered what a
bookshop in the 21st century should offer
when it opened its new flagship store
on London’s Charing Cross Road earlier
this year. ‘It’s about discoverability, a
chance to interact with authors and artists,
to listen to great music in one of our
many performance spaces and forging
partnerships right across the cultural sector,’
said Foyles CEO, Sam Husain at the launch.
Up the road in Piccadilly, in a building
designed by Sir Edwin Lutyens, luxury
book publisher Assouline is celebrating its
twentieth anniversary by opening the doors,
In the digital age, bookstores need to offer rich, memorable and engaging experiences in order to survive, finds Retail Focus.
A novel approach
This page:
Brazilian bookshop
Livraria Cultura won
Best Retail Interior 2014
at the Inside World
Festival of Interiors
in October.
37
Bookshops:
for the first time, to its complete world of
culture and lifestyle. Launched in October,
Maison Assouline houses the company’s
exclusive line of furniture elements, from
lamps and carpets, sofas and desks, to its
entire collection of books. In addition, it
offers a bindery service for individual orders
and personalisation of notebooks and
book bags, and a bar serving breakfast to
early dinner.
‘Books have always been about so
much more than the raw content within
38
bookshops
them, especially when dealing with any
material of a creative or visual nature,’ says
Katie Baron, head of retail at innovation
advisory service Stylus. ‘Whether it’s the
storytelling aspect of novels or the shared
interest angle concerning reference
material on almost any subject, books and
bookstores are innately tethered to the idea
of shared experiences, which makes it still
entirely appropriate that they command
compelling physical environments.’
In the digital age, physical bookshops
need to create compelling reasons for
consumers to visit, in order to survive.
‘The core business of a bookshop is still
viable,’ maintains Nicole Wilson, narrative
strategist at design consultancy 20.20. ‘For
all the great things ebooks accomplish -
convenience, selection, portability - there
will always be fundamental qualities that
customers appreciate in print - beauty,
collectability, tactility. The printed word and
the ebook have a bright future together;
encouraging surprise and discovery, and
freeing up space for exclusive events
and conversation. Stories today are not
something to be consumed, but discovered,
shared, celebrated and enriched.’
For designer Callum Lumsden, one of
the biggest challenges for bookshops today
is coping with the depth of stock required
to be taken seriously. ‘How can a local
Bookshops therefore do have a
future, so long as they are managed and
presented imaginatively, claims Lumsden.
‘Bookshops need to be more outward
looking and reach out to an audience,
which will be receptive if they are given the
right message. Yes, we have seen coffee
shops as well as jazz and poetry renditions.
But, maybe a more specialist and curated
approach would be different enough to
capture the attention of book readers.’
Lumsden is behind the design of the
new bookshop at the National Theatre in
London, which incorporates touchscreen
technology, a dedicated reading area
and a 20m-long wall of books. The retail
space references key elements of Denys
Lasdun’s iconic architecture and interior,
and has a material palette of dark wenge,
grey engineered coloured wood and
red lacquered oak, contrasting with the
concrete walls and floors.
‘The National Theatre is one of Britain’s
Top & middle:
Lumsden Design created the new
bookshop at the National Theatre as part
of the NT Future redevelopment of the
South Bank site in London.
Bottom:
Foyles opened its new flagship store
on London’s Charing Cross Road earlier
this year. The space was designed in
collaboration with Lifschutz Davidson
Sandilands.
and so does the bookshop, even if its role
becomes, in part, facilitating digital sales.’
If 20.20 were to design an independent
bookshop for the 21st century, it would
create a space that celebrates stories in
every state, imagines Wilson. ‘We believe
that a love of literature today is less about
the books you own and more about the
stories you remember,’ she says. ‘We would
showcase stories from raw sketchbooks
to lectures, workshops and live readings,
using technology to complement our
in-store experience by delivering timely
crowdsourced reviews and ebooks with the
purchase of a hard copy.
‘Our shop would be a responsive,
flexible and social space full of printing
presses, writing desks, beautiful hardbacks,
carefully curated paperbacks and the buzz
of people excited about stories,’ continues
Wilson. ‘The VM principles would be simple
and bold, using practical storage solutions
to display front covers rather than spines,
great national treasures,’ says Lumsden.
‘The shop had to respect that heritage,
capture its unique personality and appeal
to the wide variety of visitors and theatre
goers on the South Bank.’
Unlike online retailers, physical stores
can instantly get the product into the hands
of the customer and that is an important
advantage for the latest must-have book
launch or simply an impulse purchase,
argues Jim Whyte, senior insights analyst
at FITCH. ‘Bookshops can also be a
comfortable destination that people go to
browse and explore in more detail. Events,
workshops or simply an environment that
helps people share their interests can all
create a more convivial experience.’
According to Whyte, ‘Experience’ should
be the watchword of traditional bookshops.
‘The physical store can provide rich,
engaging and memorable experiences
that online retailers struggle to replicate,’
he says.
bookshop compete with online retailers,
who can delve into their backlog of books
without having to cope with a high street
presence,’ he asks. ‘The good news is that
we are still reading books and even with
the onslaught of kindles and tablets, the
evidence shows that there is still a desire
to own physical books as well as to use
digital versions.’
Call: 0845 680 7405 to advertise
39
E u r o S h o pT r a d e F a i r s
The Leading Trade Fair for Retail Technology
Düsseldorf, Germany • www.eurocis.com
24–26 February 2015
EuroC IS
Experience the future of retail as the successful interaction of
offline and online. EuroCIS 2015 is the ultimate guide. Europe’s
Leading Trade Fair for Retail Technology offers you ideas and
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The future is within your grasp. Seize it – with both hands.
Take the future of retail technology in both hands: at EuroCIS 2015.
Sponsor:
www.ehi.org
For further information contact
International Trade Shows Link Ltd.
Ramsay House _ Marchmont Farm
Link Road _ Hemel Hempstead
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Tel 01442 230033 _ Fax 01442 230012
2014
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uroC
IS 2
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2014-10-21 EuroCIS 2015_Großbritannien_Multichannel_86 x 262mm_Retail Focus _4c_3916.indd 1 10.10.14 12:16
40
Technology is progressively directing how retailers track shopper behaviour and communicate with customers in store.
navigation
As stores morph into brand hubs that are as focused on seduction
as they are on selling, the store threshold is becoming increasingly
important. That’s according to a trend report by innovation advisory
service, Stylus which predicts a shift towards ‘mood recalibrating’
entry zones that set the tone for the entire brand experience. ‘As
the pressure to differentiate steps up, the experience of entering
the store space will become as essential as the one delivered once
inside,’ says the report on future store environments. The entrance,
it claims, should be considered a physical portal in which to
establish a brand new journey.
The study, which focuses on store layout, mood and ambience,
quotes a number of retail designers who believe that future stores
will embrace more agile and exploration-focused formats, rejecting
traditional retail logic. ‘These days we all imagine ourselves as
networks, not grids and aisles like traditional stores, so it makes
total sense to bring a looser mentality into the store space,’ says
Ron Pompei of New York-based Pompei AD in the study.
More explorative approaches to retailing are already prompting
alternative concepts in which store interiors are carved up
according to time or changing functions, for example, and not
according to traditional product groupings, notes Stylus.
For Green Room Retail, planning a store layout starts before the
store threshold. ‘As brand experience experts with digital expertise,
we always consider the holistic journey of the consumer in the
multichannel world,’ says insights manager, Samuel Langley-Swain.
Earlier this year, the design consultancy worked with online
sportswear retailer, Pro-Direct to bring its brand experience to life
with a new ‘digital mortar’ store in London. The flexible
environment is made up of grid systems of digital screens and
product display panels, which flex to present brand product stories,
themed collections or full store takeovers. As the store evolves,
Pro-Direct intends to launch a mobile app to interact with
the space using beacon technology to create a personalised
experience for the consumer.
‘An effective way technology can be incorporated into store
navigation is through digital signage,’ says Langley-Swain. ‘This is
particularly useful if product displays are likely to move around the
store when re-merchandising or re-zoning products. The Pro-Direct
store is packed with technology and digital signage, allowing for
the store’s ambience to be changed instantly to reflect new product
launches or campaigns.’
With the ability to now complete a transaction anywhere in
store, using either staff handheld devices or shoppers’
NFC-enabled mobile phone of wearable devices will reduce the
importance of the traditional ‘cash and wrap’ counter, believes
Craig Phillipson, managing director of Shopworks. This, he says,
will create challenges as well as opportunities in store layout
planning as the journey through store becomes more fluid without
the necessity for the traditional ‘end point’ provided by tills. ‘This in
itself is a huge opportunity to provide a more dynamic experience,
with staff free to interact with shoppers where and when it is most
relevant in their journey through the store with the shopper able
to avoid queues and transact where and when they are ready,’
says Phillipson.
Navigation technologyA trend report by Planet Retail suggests that shopper tracking and
indoor navigation technology is set to radically redefine interaction
between the retailer and the consumer. ‘Static retailers have been
investing in traditional methods of shopper tracking technologies,
such as camera monitoring [and] infrared motion sensors for quite
some time,’ says Sarah Herrlein, senior retail technology analyst
at Planet Retail and author of the report. However, with the rise
in smartphone usage, operators are now able to track shopper
movements through their store while simultaneously being capable
of facilitating customer convenience through indoor navigation
features and bespoke promotional opportunities,’ she adds.
‘With smartphones, retailers can initiate a one-to-one
communication with the shopper, delivering personalised
messages and tailored offers along every step of the path-to-
purchase,’ says Herrlein. ‘By offering indoor navigation as well,
retailers can actually kill two birds with one stone. They can provide
shoppers with convenience facilitating tools and collect valuable
In-storenavigation:
WhichWay
to
go?
41
navigation
Top : Online sportswear retailer, Pro-Direct worked with Green
Room Retail to bring its brand experience to life with a
physical store.
Middle: Shopworks has used a combination of clear layout, low
level floor units and simple colour-coded navigation to aid
wayfinding in Akzonobel large format paint stores.
Bottom: Galeries Lafayette launched its first mobile app
designed to aid wayfinding in 2014.
shopper insights at the same time.’
This summer, Paris department store Galeries Lafayette
launched its first mobile application designed to help
shoppers plan their trip and navigate their way around the
70,000 sq m space. It joins a growing number of department stores
and shopping centres, in particular, that are offering wayfinding
apps to enhance the consumer experience.
‘While wayfinding apps give consumers a smoother
in-store experience, for brands they deliver a substantial source of
consumer data and a route to more accurately targeted in-store
marketing,’ says Stylus. According to the research and advisory
firm, the future of wayfinding is closely linked to the prospect of the
‘Internet of spaces’, hyper-connected spaces in which buildings
and interiors will be able to communicate directly with mobile data.
‘Advances in this field will not only help consumers navigate in
store, but also help drive them into the store,’ says Stylus.
Marketing solutions agency, Cheil has three questions that
its answers before putting any new technology in store: Does it
enhance the shopping experience? Will it improve convenience?
And, is there an opportunity for dynamic pricing? If in-store
navigation delivers against this, then there is value to the
technology, says Simon Hathaway, president and global head of RX
(retail experience) at Cheil. ‘We are already using store traffic data
to improve layout and as we get more detailed data on shopper
behaviour this will only get better,’ he says.
For David Poole, joint managing director at integrated agency,
LIFE the application of technology solutions such as Bytelight,
iBeacons, RFID and GeoFencing has so far been questionable.
‘The enabling piece of technology that makes any solution work is
the device in shoppers’ hands or pockets - their mobile phone,’
he says.
‘Technology innovations are exciting and potentially game
changing,’ adds Poole, ‘but it’s not technology alone that will drive
retail revolutions. It is the well informed and intelligent application,
consistently delivered.’
Call: 0845 680 7405 to advertise
42
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43
Rethinking the digital experience
It’s time to think differently about the in-store digital experience, argues Steve James-Royle, founder and creative director at design agency The Yard Creative.
We just don’t see the point of doing in-store digital experiences.
That is, we don’t if you’re just going to stick in an iPad or a touch
screen to give customers access to your website. What’s the point?
We’d much rather surf the web from the comfort of a sofa with a
beer, safe in the knowledge the kids are, at last, in bed.
At EuroShop earlier this year, everyone was talking about
the impact of digital on the physical space. Yet, few were
saying anything new (unless it was back-end operational
processes....yawn). This got us thinking and we reckon there is
an answer that makes digital in the real world totally unique:
tactile digital experiences.
Think about the main reasons we flock to physical retail
spaces; we like to touch, smell and discover things. Plus, it’s
convenient and social. Now think about pretty much every digital
experience you’ve ever had in store. It’s cold. You’re never really in
it or part of it, just a mere controller of pre-determined routes.
Try to imagine a digital experience that is activated by
something physical rather than touching a button or a screen. A
digital experience that you can - or almost believe you can - feel.
This is a tactile digital experience.
Our first ever experience of this was Disney’s Alien ride in
Florida, back in 1992. As you sat in an auditorium, the audience
‘felt’ the virtual alien as it supposedly ran around the room
through synced surround sound and high pressure air jets. We
now know this as haptic technology and it will become part of the
home 4D cinema experience within the next five years.
Although this is a theme park ride, its parallels with retail are
vast. Landlords and brands want theatre in the retail world. They
want experiences that you are a part of, that you can feel.
Get up to speed with 2014 and there have been some
superb examples of tactile digital experiences. Audi City’s
RFID-enabled car configurator has changed the way you buy an
Audi today. Pick up any colour swatch, place it on the table and
your personalised Audi, which is displayed on screen, instantly
changes colour. You didn’t touch any buttons, it just did.
Klepierre’s inspiration tunnel is another wonderful example,
whereby a whole new immersive experience is kick started by the
products you have just bought. Through ID recognition and push
notification messaging you are invited to a world of inspiration
that again would be impossible to do within the restrictions of the
real world.
Also worth mentioning is a recent experimental installation
at the Digital Revolution exhibit at the Barbican. The last room
was almost pitch black, filled with smoke and had lasers pointing
downwards. Step up to the laser and you could knock it away from
you by pushing it, kicking it or bumping it. You could almost feel it
as you touched it; it felt like it had a physical entity. What made
it a true tactile digital experience is that it’s impossible to
recreate online.
Not all tactile digital experiences work out though. A high
profile example of this is Burberry Live on Regent Street. Pick up
a handbag and hold it in front of a magic mirror, which becomes
a screen and shows you the bag....turning around. That’s it. The
same bag you’re holding is now turning around on a screen.
The content of the digital has to go way past what the physical
space will allow to truly heighten the shopping experience, or it
just feels gimmicky. Worse still, savvy customers feel price tags are
bloated to pay for the unhelpful technology.
Don’t get us wrong, there are some awesome digital
experiences out there that aren’t just touch screens that work
beautifully. Inamo’s projection tables, the Boots app, the Pepsi
Max bus shelter, Disney MagicBand, Emart Sale Navigation; they
all offer more to enhance the real world experience. Tactile
digital experiences just go that bit further and push it in a whole
new direction.
So, how do we define a truly worthwhile tactile digital
experience? There are three key components:
1. It has to be initiated by something physical
2. It has to go further than the limitations of physical space
3. It can’t be recreated online
We are currently working on a tactile digital experience for one of
our clients, who is striving to change the UK public perception of
health retail. This experience will allow customers to engage in a
sector that currently seems almost impossible to understand and
in a way that just seems natural.
At a time when everyone is talking about saving the high
street and reshaping the physical space with digital, these types
of experiences may very well bring the excitement back to bricks
and mortar, and provide a reason to step away from the mouse.
Go the real world!
www.theyardcreative.com
opinion
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
POP
45
Martin Kingdon, director general of not-for-profit trade association
POPAI UK & Ireland, said he was ‘delighted and inspired’ by
the best practice showcased at this year’s POPAI Awards, which
recognise the importance of point-of-purchase display and
shopper marketing in driving commercial success in store.
Winners of the eighth annual event were announced in October at
a celebratory gala dinner, hosted by comedian Marcus Brigstocke
at Tower Hotel in London.
Speaking previously, Kingdon said the awards do more than
simply recognise great work already done; they also provide
encouragement and inspiration across the sector to push new
boundaries in retail marketing.
The winners of each category were selected by a panel of
judges made up of leading retail marketing practitioners from
both brands and retailers, including the likes of Unilever, Marks &
Spencer, L’Oreal, Heineken, Boots and Tesco.
The Delta Group and Gratterpalm walked away with the
award for Best Temporary Display of the Year 2014 for their Asda
Halloween POS campaign, while Fastrak Retail UK was awarded
Best Permanent Display of the Year 2014 for its counter Lottery
terminal for Camelot Group.
Other gold winners on the night included Argos with Dalziel
& Pow in the flagship & store category, APS Group for the Ford
Showroom upgrade in the travel, leisure & automotive category,
and Green Room Retail for its British Gas retail kiosks in the short
run category.
Congratulating the winners, Kingdon said: ‘We have seen
some shining examples from companies who have demonstrated
outstanding creativity at the point-of-purchase and as a result
have delivered clear benefits in terms of retail performance
improvement and shopper engagement.’
For full information on this year’s gold, silver and bronze
award winners, visit: www.popai.co.uk/awards
POPAI Awards
2014The retail marketing industry gathered in London in October to celebrate point-of-purchase excellence and creativity.
Top to Bottom:POPAI 2014 awards trophy;
Argos with Dalziel & Pow won
Gold in the flagship and store
category; Best Temporary
Display of the Year went to
Asda for its Halloween POS
campaign; Best Permanent
Display of the Year went to
Camelot Group’s counter
lottery terminal; The team
involved in the Temporary
Display of the Year.
Concrete effect Raw fi nish on mannequins
Mannequins & Display Accessories
01780 761947 / 01780 758807 [email protected] www.thevmsource.co.uk
Flooring + SurfacesFlooring + Surfaces
Retail Design CollectiveTaking place at the Metropolitan Pavilion as well as showrooms
throughout New York, the A.R.E. Retail Design Collective brings
together three days of product presentations, conference
sessions and networking events. New for 2014 is a free
WindowsWear Fashion Window Walking Tour as well as a
collaborative installation at the Metropolitan Pavilion that will
showcase products from participating showrooms.
www.retaildesigncollective.com Twitter: A_RE
47
ALUWith a portfolio of ready-made ALU products and fully
customised fixtures, ALU is an international company that offers
end-to-end retail services, including product and production
engineering, manufacturing and logistics, and retail store
execution. Since December 2012, ALU is also the exclusive
distributor of the timeless and elegant ABC Mannequin
collections in America. With headquarters in Italy, ALU serves its
customers through a worldwide network of distributors as well
as through subsidiaries in New York, Paris, Amsterdam,
São Paulo and Mexico City. For United States, Canada, and
Mexico, ALU’s head office and showroom is located at
50 Greene Street, New York, NY.
T. (212) 924 8713 E. [email protected]
www.alu.com Twitter: ALU_Italy
VisplayForget about boring tables when it comes to creating mid-floor merchandise displays.
The new structural system Kado 15 from Visplay offers flexible, modular configurations -
even for wall displays! The base elements can be combined in any manner, and extended
or modified to suit your needs. Don’t miss your chance to see Visplay’s latest innovations at
the A.R.E. Retail Design Collective from 3-5 December in New York City. The company will
also be exhibiting for the first time in the UK in 2015, at the new Retail Design Expo, which
takes place from 10-11 March at Olympia London.
T. +44 (0)207 288 9570 www.visplay.com E. [email protected]
www.youtube.com/shopfittingsystems
products
Retail design collective
CNL MannequinsCNL Mannequins will showcase its premium mannequins,
forms and display items during the Retail Design Collective
at the Metropolitan Pavilion on the second floor, room 2E. As
one of the leading global mannequin companies, based in
Southern California, CNL produces high-quality, fashionable
mannequins, forms and display products in a wide range of
materials.
E. [email protected] (UK) www.barthelmessuk.com
E. [email protected] (USA) www.cnlmannequins.com
3-5 December 2014, New York City
Call: 0845 680 7405 to advertise
48
Dragon Display Systems Designed andManufactured
in the UK
Tel 01952 290055 • Fax: 01952 290056 • [email protected] Systems Ltd
Manufacturersof flexible walland centre-shop hangingand shelvingsystems,particularly forclothing-related trades:fashion, lingerie,outdoor,sportswear &urban.
Advert 86mm wide x 127mm deep
www.dragondisplay.co.uk
Cooke BrothersCooke Brothers has introduced two new shelving strip options
in addition to its ever-popular shelf support range of products.
The Shelving Lite range is made from lightweight anodised
aluminium and is available in a wide selection of finishes and
profiles, including both surface-mounted or rebate fixing. Further
requests from customers for shorter lengths of shelving strip has
led to the company supplying the Shelving Lite in new standard
lengths of 1,140mm, thereby reducing wastage and the necessity
to crop down the usual 1,829mm length. A further addition to the
shelving system is the option of solid stainless
steel patterns, which is now available
across the company’s two most
popular profiles, flat (7470) and raised
(7472).
T. +44 (0)1922 740 011
www.cookebrothers.co.uk
49
Andy ThorntonAndy Thornton offers a selection of display carts and trolleys,
like this industrial mill cart in reclaimed pine with cast
iron wheels. These versatile carts are ideal for displaying
merchandise such as fashion items and decorative
accessories. They offer plenty of storage space and can
be easily moved around a store. The carts are part of the
company’s rapidly expanding Urban Vintage range of visual
merchandising display equipment, which includes shelving
units, cabinets, drawers, tables and garment rails. Andy
Thornton also supplies original shop counters and cabinets,
industrial style lighting and decorative metal tiles for cladding
ceilings and walls.
T. +44 (0)1422 376 000 E. [email protected]
www.andythornton.com Twitter: andythorntonltd
ONELANONELAN has enhanced its digital signage range and now offers audience measurement integration
powered by Quividi. It delivers a rich set of data to understand how passers by engage with digital
signage content. Reporting covers, for example, the number of opportunities to see, the number
of real viewers, attention time and dwell time. This data can then be analysed by gender and age
class. It provides a real-time video analytics solution that helps media owners, retailers and brands
to finely count and qualify their audiences. VidiCentre automatically builds an informative graphical
dashboard accessible via a simple web browser to reveal trends and correlations. The audience
measurement solution uses the latest face and body detection technique and runs on ONELAN’s
24/7 Net-Top-Box.
T. +44 (0)1491 411 400 www.onelan.com E. [email protected] Twitter: onelan_ds
products
VM + DISPLAY
arken P-O-P Internationalarken’s wide range of illuminated displays includes the
Purelite LED light box line, now the company’s best-seller.
It has a contemporary aluminium frame (shown in powder
coated black), making it ideal for a wide selection of outlets,
from fashion retailers to cinemas and nightclubs. Purelite is
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
50
products
lighting
GreenstockThe Greenstock lamp company has launched a first in the shatterproof
market of affordable IEC standard T5 and T8 shatterproof fluorescent
tubes. Companies that need the glass retention of shatterproof lamps
in their industry now have the assurance of IEC standard lamps at
the same price as non-compliant lamps being offered elsewhere in
the market. The EcoCoat shatterproof tubes from Greenstock are fully
approved following IEC testing. Greenstock is able to supply a copy of
the independent Certificate of Conformity and Drop Test results.
T. +44 (0)845 2570 444 E. [email protected]
www.greenstock.co.uk
ReggianiA complete refurbishment of the New Look store at Westfield
West London has made extensive use of Reggiani’s
comprehensive range of luminaires, as well as the company’s
design expertise. The store has also just been announced
as the winner of the World Retail Awards Store Design 2014
category. The general lighting brief was relatively
non-prescriptive, with a requirement simply to use a series of
horizontal and vertical track in broken lines on the ceiling to
avoid creating a tunnel-like finish, along with extensive use
of barn door fittings to create a dramatic theatrical effect.
Working in partnership with New Look creatives, Reggiani was
able to select the most appropriate luminaires for each space
in creating the overall lighting design.
T. +44 (0)20 8236 3000 E. [email protected]
www.reggiani.net
Universal Fibre OpticsUniversal Fibre Optics’ versatile MetroLED lighting system is ideal
for display case illumination. Whether you require spotlights that
can be independently moved and tilted to highlight specific
aspects of your display, linear lights that provide a complete wash
of light or a combination of the two, the MetroLED system can be
assembled to meet your exact requirements and reconfigured as
often as required. 3000K, 4000K and 6500K colour temperatures
are available and can be dimmed independently of one
another thanks to the dual
circuit power that the
MetroLED system
incorporates.
T. +44 (0)1890 883 416
www.fibreopticlighting.com
Twitter: universalfo
Display LightingJewellery lighting specialist Display Lighting has introduced
the Quantum III Miniature compact LED spotlight, with three
integral LEDs emitting a 45-degree beam, The fitting bathes
displays in a powerful spotlight of illumination, and the 50mm
diameter head is highly adjustable through 350 degrees.
It has customisable LED colour temperature options; cool,
neutral and warm white or a mixture of the three.
T. +44 (0)161 207 3355 www.display-lighting.com
Twitter: DisplayLighting
confidential and independent help for personal and work problemswe are here 24hrs, 365 days
we are here for you
Or get in touch via: Text HELPLINE to 88010 | [email protected] | www.retailtrust.org.uk
retailRIGHTproviding people for retail
retailEAPleading wellbeing for all
whetheryour
problemsareBIGor
small
retailTRUSTimproving lives for all involved...yesterday, today, tomorrow
Retail Trust is a registered charity in England and Wales (1090136) and in Scotland (SCO39684)Company No 4254201 (Company Limited Guarantee) Registered in England and WalesRegistered Office: Marshall Hall, Marshall Estate, Hammers Lane, London, NW7 4DQ
call our free helpline
0808 801 0808
Cats A4_1 Ad_RT Lion & Kitten A4 30/08/2013 09:11 Page 1
52
products
flooring
SikaSika has provided a robust and impressive flooring solution for a hair and
beauty wholesaler in Greater Manchester. Alan Howard Hair and Beauty
Supplies in Stockport required easy-to-maintain and aesthetically pleasing
flooring for its 750 sq m trade supply warehouse. Specialist installer, Quest
Industrial Flooring turned to Sika to provide the ideal solution, which began
with Sikafloor 161 - an economic, two-part low viscosity epoxy resin primer
for the concrete substrate, offering easy application and short wait times.
Sika Comfortfloor in pure white was then applied.
T. +44 (0)800 112 3863 E. [email protected]
www.sikaflooring.co.uk Twitter: SikaLimited
KarndeanThe original conveyor belt sushi bar restaurant, YO! Sushi,
has specified the UK’s market leader in luxury vinyl flooring
Karndean Designflooring in place of real wood at various
locations throughout the country. Its new restaurant on
Kensington High Street features Karndean’s Da Vinci
Australian Walnut in all walkways and individual restaurant
booths. The deep chocolatey tones and ebony lowlights of
Australian Walnut successfully create a rich backdrop in key
areas. ‘Not only is Karndean harder wearing than wood and
doesn’t suffer from expansion and contraction, but it’s also
easy to maintain and retains its appearance beautifully,’ says
Jon Parry, construction manager at YO! Sushi.
T. +44 (0)845 605 5880 E. [email protected]
www.karndean.com Twitter: KarndeanComm
JunckersWhen fashion company Noa Noa needed a new floor for its
concept store on Strøget in the centre of Copenhagen, it turned
to Junckers for high quality, solid hardwood floor. To add a
natural, warm feel to the monochrome interiors scheme, the
store designers opted for Single
Stave Blocks in Black Oak; Junckers’
updated take on the traditional
parquet floor, using longer than
average staves. The floor has been
finished in Rustic Black Oil for a matt
finish, which gives an instant vintage
feel to the wood, with a patina that
will only get better with time.
T. +44 (0)1376 534 700
www.junckers.co.uk
Twitter: junckersfloors
GradusGradus has launched an online resource that offers
informative advice to help users select the correct stair nosing.
The mini website is designed to show how correctly specified
and installed stair nosings can help to prevent accidents
on stairs, providing a safer and more inclusive environment
for building users. The site includes a three-step guide to
selecting the correct stair nosing, important extracts from key
guidance and videos from industry experts.
T. +44 (0)1625 428 922 E. [email protected]
www.createsafestairs.uk Twitter: Gradus_World
www.theretailfactory.co.ukCall now 0844 8009 305
Opening a new store ?We can supply all your needs in just one delivery... savingyou money!Vist our online shop with over a thousand products available and in stock or call our Sales Team today
• Distribution • Shop fittings• Bespoke design• Display systems• Mannequins• Point of sale• Printed bags• Printed hangers
54
products
surfaces + finishes
MuraspecMuraspec is an international leader in the design, manufacture and
distribution of wallcoverings and interior surfaces. With more than 125 years
of British heritage, its name is synonymous with inspiring design and quality.
Muraspec wallcoverings are designed and manufactured in the factory in
Kent and can be found in the finest hotels, shops, offices and residences
worldwide. The company has thousands of different designs and colours in its
range. Other decorative solutions include Impressions 3D Sculptured panels,
Lumicor decorative resin panels Strataflex laminate film and coated fabrics.
T. +44 (0)8705 117 118 E. [email protected]
www.muraspec.com Twitter: Muraspec.
JunckersThe beauty of wood is often used to add warmth and texture
to an interior, not only on floors but increasingly on walls and
other vertical surfaces. This emerging trend has been used
in several Waitrose branches, where Junckers Walnut planks
add a lively, natural element to the shop interior. Waitrose’s
in-house store design team incorporated Junckers’ Walnut
and Beech planks on the bakery and juice bar counters,
juxtaposing timber with on-trend metro tiles, steel detailing
and pendant lighting to stunning effect.
T. +44 (0)1376 534 700 www.junckers.co.uk
Twitter: junckersfloors
AvoniteWhen you want your project to stand out from the crowd, why not
custom specify the colour of the solid surfacing as in this elliptical
reception desk for Bayern Munich football club. The solid surface
was manufactured to the club’s corporate red using the Chromatix
colour matching service from Avonite. With Chromatix, the Glass
and Petals translucent solid surface in the Studio Collection can
be custom-matched to a specified colour using the Pantone
Matching System. The translucent material can also be back lit
for added individuality. Chromatix by Avonite is available from
International Decorative Surfaces,
the UK’s largest surface materials
distributor with 12 branches
nationwide.
T. +44 (0)0845 603 7811
www.avonitesolidsurface.co.uk
FormicaFormica Group presents its refreshed ColorCore by Formica
Group range, featuring an extended colour palette and
texture choice. The updated range includes a high FSC
product claim, combining environmentally conscious
design with greater creative scope. With the homogenous
colour eliminating the dark line associated with conventional
laminates, ColorCore has earned its reputation as an
innovative material, used by architects and designers as well
as artists, jewellers and furniture makers.
T. +44 (0)191 259 3512 E. [email protected]
www.formica.com
Talk to us today call 0844 8009 305 or email
The Retail Factory provide a unique...
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
JS Air CurtainsEssensse from JS Air Curtains is an attractive and economic
air curtain suitable for a range of environments, including
small shops, restaurants and banks. Essensse can deliver
up to 2,900 cu m of air, enabling it to seal doorways up to
2.5m high when mounted above an entrance. Easy to
install,the compact unit is finished in white RAL 9010 as
standard with other colours available on request. The air
curtain is controlled via a wall-mounted controller with
multiple units able to be operated from the same control
system.
T. +44 (0)1903 858 656
www.jsaircurtains.com
Twitter: JSAirCurtains
57
PC AbaclixPC Abaclix specialises in intricate cutting for bespoke products
in the retail and building refurbishment industry.
The company’s high precision machines have the capability
to cut complex patterns from wood, acrylic and metals through
to solid surfaces, allowing for custom-made detail on any
application, be it a ceiling, wall, counter or floor.
PC Abaclix has also developed seamless inlay skills with
various materials perfect for corporate logos and bespoke
patterns. Recent projects include Boodles, Commonwealth
Games, Arabian Oud and Museum of Bologna.
T. +44 (0)1702 299540 E. [email protected]
www.ProCutuk.co.uk
PEL ServicesPEL Services has been appointed by three world famous luxury fashion
brands to fit our their stores with sound, security and fire alarm systems
in New Bond Street, London, one of the most expensive strips of real
estate in the world. Fire alarm and access control systems have been
installed by PEL in Hugo Boss, Fendi and Jimmy Choo, with CCTV,
intruder alarm and Electronic Article Surveillance systems, plus Bose
music systems fitted at Hugo Boss and Jimmy Choo. Hugo Boss also
benefits from a state-of-the-art video wall.
T. +44 (0)0333 123 2100 E. [email protected]
www.pel.co.uk www.pelav.co.uk
products
selection
IDSThe new website, www.surfacestyling.co.uk, from International
Decorative Surfaces (IDS) puts paid to time-consuming
trawling around multiple websites for the right interior
surfaces. Now they are all in one easy to navigate site
offering thousands of different finishes, textures, sizes and
specifications. The website offers a one-stop-site for leading
interior surface material brands and is compatible for easy
viewing on all platforms, including smartphones, tablets and
computers.
T. +44 (0)845 603 7811 E. [email protected]
www.surfacestyling.co.uk
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digital display
focus on:From self-service kiosks to large format video walls, digital signage is becoming commonplace in retail stores and shopping centres. In fact, the total digital signage market is expected to be worth $14.87 billion by 2020, an estimated CAGR of 8.94 per cent from 2014 to 2020, according to a report by MarketsandMarkets. The technology is often used in retail to inform and entertain consumers, with the aim of boosting sales and enhancing the overall shopping experience. This month, we browse some of the latest in-store installations, from Virgin Media’s window displays to Debenhams’ nine-screen video walls.
Digital Display
Case in point Digital display is at the heart of the new
Case store at Heathrow Terminal 2. The
travel goods retailer worked with experience
design company, Mood Media to build
a store that would showcase the ranges
of some of its premium brand partners,
including TUMI and RIMOWA, and engage
with consumers. The content is seamlessly
synchronised across five visual columns,
made up of 25 46-inch screens. The new
Case store concept was developed in
collaboration with Raylian Store Design.
www.caseluggage.comwww.moodmedia.com
www.raylian.co.uk
Debenhams goes digital As part of the transformation of Debenhams on Oxford Street, London, AV specialist
AVMI supplied a range of digital media solutions, including four nine-screen
video walls at the main entrance, above the ground floor escalators and in the
homewares department. The ground floor feature area also incorporates a cluster
of five ceiling suspended displays. The screens are used for promotions, as well as
showcasing new product lines, entertaining shoppers and inspiring the customer
journey, and can be viewed and updated easily from a remote location.
www.debenhams.com www.avmi.com
From Russia with love European value fashion retailer, Takko Fashion is using some 168 BrightSign XD230 players
to drive video walls and screens in its 28 new Russian stores. Interactive Multimedia
Solutions (the BrightSign reseller in Russia), has supplied six players in each store, which
drive a 3x3 video wall in the window and a similar wall placed centrally in the store. An
additional four screens are located around the store, with content uploaded regularly
via the BrightSign network. ‘This is a completely new market for us, and we are keen to
create a strong presence,’ says Evgeniy Kozlovskiy of Takko. ‘Takko uses digital signage
extensively in its Russian stores to enhance the experience of its young and
fashion-conscious customers.’
www.takko-fashion.com www.brightsign.biz
59
Sweet charity Age UK is using digital screens in 150 of its charity shops to display
live news and weather as well as highlight its various products
and services. The digital signage, from Amscreen, uses simple
plug-and-play technology, meaning there is no disruption to
business operations on installation. ‘The OptimEyes technology
has really allowed Age UK to understand customer demographics
and tweak marketing communications to target those customers
appropriately,’ says Helena King, head of affinity and product
development at Age UK.
www.ageuk.org.ukwww.amscreen.eu
digital display
Bright and clear In the last 12 months, Virgin Media has introduced a number
of in-store interactive touchscreen video walls to enable
customers to browse and compare the various products
and services on offer. The company has also installed
digital screens in its stores windows nationwide, following a
successful trial in January 2014. The bespoke screens, from
Esprit Digital, are designed for all light conditions, meaning
consumers will not experience any viewing difficulties
through exterior shop windows in ambient sunlight. ‘These
bespoke screens from Esprit are a key part of our strategy
to attract new customers and drive them into our stores,’
says Paul Williams, retail director for Virgin Media. ‘The
brightness and clarity are excellent.’
www.virginmedia.comwww.espritdigital.com
Touch point NEC Display Solutions Europe has added
ShadowSense touch technology to five displays in its
Professional (P) Series large format range, enabling
them to work in bright ambient light conditions. Ideal
for interactive retail signage, wayfinding and self-
service kiosks in shopping centres, the multitouch
displays are built with a robust design and allow fine
tuning of the touchscreen parameters to suit specific
customer requirements and application uses.
www.nec-display-solutions.com
61
Keep it simpleAt a time when consumers are hit hard by multichannel campaigns, it’s important to keep the message simple, argues Mark McKeown of Impulse POP
It is widely accepted that the retail buying culture is changing.
In our industry, this is what differentiates the good and the great,
whether it be the brands themselves or the experts advising them.
What is so intriguing about our industry is the necessity to
evolve. When we started Impulse, the criteria for success was
simpler. We could get away with relying on good looking displays
located well within the store, to achieve its intended ROI.
We are now in a world where most purchases are researched
and the main problem for brands is keeping engagement of
clients in store, to the point of purchase.
Consumers are now hit by multichannel campaigns as they
enter a store, so brands have a harder time engaging and
keeping interest to the point of purchase.
I think we, as a society, run the risk of over complicating
the process, and regardless of the target market or cost of the
product, just keep it simple.
Our business operates at both ends of the spectrum regarding
product, and whereas the premium brands may inspire more
exciting creative, employing a good mix of digital and physical
assets in store, it is also as demanding and potentially rewarding
to be given briefs for some of the more budget FMCG brands.
Our shopper research still maintains that you must keep the
message simple.
It’s refreshing to see a shift in consumer loyalty. Where the
likes of Tesco were monopolising grocery, we have realised we
can get better ‘value’ by looking at alternatives.
A large extent of our volume work now goes into emerging
budget stores, including The Range, B&M Stores and Poundland.
It appears from our own research that the buying process is more
old fashioned here. Dwell times are longer in store, and due to
out-of-town location, easy parking promotes visits to these stores
being more of a planned outing rather than an impulse visit. So
consumers will be expected to make the purchase in one visit –
display mechanics are designed around this principle.
This ‘value’ may not always be price driven. John Lewis has
proven this, and although its mantra about price is accepted,
I think we also accept that we will end up spending more in a
John Lewis store, and are happy to, based on the trust the brand
exudes. This requires a different approach in store.
My point in all of this is that the best success still comes from
keeping it simple.
By all means spend money on shopper marketing (it’s
important to know your customers), and employ multichannel
resources, but don’t lose sight of the fundamentals.
When screens were first used in store, a lot of the messaging
was lost as customers were completely swamped by digital
content on entering a store.
We now run the risk of doing this in the newly evolved digital
marketplace, and how this is used will determine the next
generation of shopper.
www.impulsepop.co.uk
comment
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
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: 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
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
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
RGB Products
Bespoke Display
We provide a bespoke manufacturing service for Point of Purchase and Exhibition Display products. Using our CNC Router and other machinery, we can prototype and produce your merchandising displays and products.
T, 01403 783670E. [email protected]. www.rgbproducts.co.uk
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
Bespoke Display
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: 0 01422 310767E: [email protected]: www.wbelland.com
RGB Products
CNC Routing
We provide a bespoke manufacturing service for Point of Purchase and Exhibition Display products. Using our CNC Router and other machinery, we can prototype and produce your merchandising displays and products.
T, 01403 783670E. [email protected]. www.rgbproducts.co.uk
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
Directory
64
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 designs, 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
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: 0 01422 310767E: [email protected]: www.wbelland.com
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
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
POP/POS
POP/POS
POP/POS
We are creative-led manufacturers of highly innovative and effective point of purchase displays. We understand the importance of increasing sales and encouraging interaction at the point of purchase and specialise in creating retail display stands for a number of sectors including Consumer Electronics, Cosmetics, Health & Beauty, & Tobacco.
T: +44 (0)1638 565656E: [email protected]: www.arken-pop.com
POP/POS
We are the leading retail implementation agency with unrivalled expertise in Installation, Retail Audits, Merchandising and Field Marketing. If you think your campaigns might benefit from a complete service, you should talk to us.
T: +44 (0) 1625 569 200E: [email protected]: www.momentuminstore.comS: www.twitter.com/momentuminstore
POP/POS
POP Install
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
SlatwallPOP Install
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
POP Install
Retail Consultancy
Slatwall
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: 0 01422 310767E: [email protected]: www.wbelland.com
VM
VM - Training & Tools
Our aim is simple: To provide GOLD STANDARD Installation and Merchandising of Display Equipment at competitive prices.
T: 0161 941 2239E: [email protected]: www.plan2install.co.uk
From small, lightweight point-of-sale display turntables for short term use, to larger turntables designed for durability and reliability over many years, Movetech UK has a turntable to meet your needs.
T: 01204 537680E: [email protected]:www.movetechuk.comS. www.twitter.com/movetechuk
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
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
100% provides services in the UK & Europe covering:
• Display Installation• POS Updates & Maintenance• Store Audits• Transport & Warehousing• Project Management• Online Reporting
T: +44 (0)161 929 9599E: [email protected]: www.100percentgroup.comS. www.twitter.com/ 100percentgroup
POP/POS
With over 24 years experience and knowledge within the industry, we pride ourselves on offering a tailored service for retail solutions such as Mannequins, LED Lighting & magnIQ our patented magnetic wall system.We work with many different sectors, including; Designers, Stylists, Architects and Visual concept team buyers.
T +44 (0)20 8348 9888 E: [email protected] W: www.rarebasic.comS: www.twitter.com/rarebasic
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 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
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
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
Q & A
66
New York luxury design house, Coach is in the process of
transforming from an international accessories business to a
global lifestyle brand, across all product categories, store
environments and brand imagery. Here, the brand’s global visual
director, Samar Younes talks craftsmanship, the hybrid customer
experience and emerging trends.
RF. How long have you been global visual director at Coach?
SY. Two years and four months.
RF. What drew you to the brand?
SY. I was always a big fan of the Bonnie Cashin Coach designs
and learned that the classic silhouettes were getting
relaunched in stores and reinvented as part of Coach’s early
stages of brand transformation. I decided to join Coach
because I was excited about the revival of a quintessential
American brand with such a rich heritage. I’m especially excited
by the current chapter of transformation under the creative
direction of designer Stuart Vevers that focuses on a new
effortless, younger, cooler, edgier direction and is absolutely
something I’m very inspired by and relate to well.
RF. How important is it for you and the team at Coach to
collaborate with artists, designers and craftsmen on
your schemes?
SY. Since Coach was established in 1941, it began as a family
run workshop. In a Manhattan loft, six artisans handcrafted
a collection of leather goods using skills handed down from
generation [to generation]. In essence, cross collaboration
with artists, designers and artisans is second nature to Coach
and a huge part of its DNA, and I highly value taking on a
collaborative and integrated approach to all designs I work on.
RF. Who or what inspires you?
SY. Art with a capital A! I’m passionate about architecture,
sculptures and art installations. I have such admiration of old
world craftsmanship, which is often a huge source of inspiration.
I love traveling whenever I can, within the US or around the
globe exploring new cities and towns, discovering places and
immersing myself in various cultures that engage all my senses.
I’m always inspired by Beirut, my birth city and it’s imperfect
charm, similarly NYC for it’s cultural diversity and energy. I find
inspiration and beauty in the imperfect, the mundane or in the
most gritty or unexpected places. I’m also obsessed with form
and raw materials, and love exploring and hands-on testing
the potential and qualities of their characteristics; I’m a very
tactile person!
RF. What are your thoughts on integrating digital into the store
experience?
SY. The future is all about the hybrid customer experience; the
experience in which customers engage with a brand in store
in the new ‘digital, interactive, mobile, social’ realm. It is
particularly useful when targeting multiple demographics and
cultures, and reaching a global audience. I do believe it adds
a valuable new dimension in engaging the customer and has
tons of potential. However, the digital experience has to be so
purposeful and be an integral part of the design as well as
strike the perfect balance of high tech and low tech/touch of
hand for it to work well. It also needs to be very brand specific
and avoid a cookie cutter formula, so that it feels catered and
personalised to the brand.
RF. What advice would you give to small, independent retailers that
don’t have large budgets?
SY. It’s really simple. If it’s good design, clever and beautifully
crafted, it will work no matter what the budget is. Craftsmanship
and strong composition is key, so the product is presented
in the best possible light. For 10 years of my career I worked
for Anthropologie, a retailer known for creating gobsmacking
windows on a very low budget. The formula for the success of
the windows is reinventing mundane humble material in artful
installations that are beautifully crafted and well composed
to frame and highlight the product effectively. You just need
to have the patience, attention to detail and eye for good
composition to execute simply and really well.
RF. What trends do you see emerging in 2015?
SY. The biggest trends I see emerging are pop-ups that focus on
experimental spaces that integrate art, culture and events.
Implementing art and culture into retail spaces is becoming
a major means of driving foot traffic into stores and pop-ups.
Flexible store design concepts are another growing trend
that allow retailers to change pop-up themes and windows
frequently. In some cases pop-ups encourage repeat visits with
art-themed events such as live art installations and interactive
art workshops, which take place on a weekly basis for example.
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RETAIL AUDITS INSTALLATION MERCHANDISING FIELD MARKETING
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