Retail Focus May 2016

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May 2016 ÂŁ4.00

Reign Supreme

Sports retail

In-store marketing

VM & Display Show review

s in Paris

ear brand open

New York streetw

May 2016/issue 75 Sports retail : Project Focus on Hunter: Supreme: Heidi Klein : In-store marketing : VM & Display Show review : Focus on Flooring : Q&A with Gemma Ruse, StudioXAG

Features Regulars 28-29

Reign Supreme

New York streetwear label, Supreme has collaborated with Brinkworth and Wilson Brothers to design its new store in Paris, which has an unusual layout.


POP marketing


60 Focus on Flooring

Sports retail: Fit for the future



Leader Diary

11-14 News

17-18 Window shopping Inspiring window displays from the UK and around the globe.

20 23

Top of the POPS Karl McKeever Why there are fundamental lessons to be learnt from the BHS story.


25-32 Project Focus


Hunter: Supreme: Heidi Klein



As Style Psychology publishes its sensory retail design report, consumer psychologist and founder of the consumer behaviour consultancy Kate Nightingale discusses the science behind successful retail environments.

VM & Display Show review



StudioXAG co-founder Gemma Ruse on setting up the creative agency, the rise of digital and her love for big scale projects.

49-58 P roducts Products and services for the retail industry. | | | +44(0)20 7253 6238 | London EC1V 0DS


May ‘16

In April, JD Sports reported a 45 per cent jump in annual profits after a surge in sales of women’s sports clothing. The sports fashion retailer, which has opened new larger flagship style stores in London, Glasgow, Newcastle and Amsterdam, is one of many tapping into the growing athleisure wear trend. Even Beyoncé is jumping on the fitness fashion bandwagon with her new Ivy Park collection, which, incidentally, is available at JD Sports (alongside Topshop, Selfridges and Net-A-Porter in the UK). This month, we step into the world of sports retail and examine how the shopping journey in this sector is evolving (pages 35-37). At the VM & Display Show in April, we proudly presented the second annual Retail Focus Store Concept Award to Ted Baker for its Ted Baker & Moore store in Spitalfields, which opened in June 2015. Readers of Retail Focus voted for their favourite scheme from a shortlist of 12, which also included Lush, Oxford Street and The Cambridge Satchel Company, Seven Dials. If you missed the exhibition, you can check out some of the key trends in our review on pages 45-46. Also in this issue, we look at some of the current challenges and opportunities facing in-store marketing (pages 41-42), and Karl McKeever explains why it’s important to learn from the demise of BHS (page 23). You can keep up-to-date with the latest developments in retail design on our website at and across our social media platforms. Happy browsing!

Gemma Balmford Editor

Managing Editor

Display Sales

Gemma Balmford e. t. +44 (0)7908 895 906

Lee Cullumbine e. t. +44 (0)845 680 7405


Production & Web

Lyndsey Dennis e. t. +44 (0)7500 138 810

Terry Clark e. t. +44 (0)845 680 7405

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Chelsea in Bloom Chelsea, London 23-28 May 2016 Back for its 11th year, Chelsea in Bloom is produced by the Cadogan Estate in association with the Royal Horticultural Society (RHS) and will transform the streets of Chelsea with breathtaking floral displays. The annual competition has grown dramatically each year, with various retailers adorning their shop fronts with creative designs to compete for the coveted awards. This year’s theme is ‘Circus’, inspired by the Rio de Janeiro Carnival. The competition will showcase floral displays reflecting the participating retailers’ interpretation of the theme in their own unique style. DOYSQ

London Festival of Architecture London, Citywide 1-30 June 2016 London Festival of Architecture is a city-wide celebration of architectural experimentation, thinking and practice. The programme will feature exhibitions and events organised by London’s leading architectural, cultural and academic institutions alongside architects, designers, curators and community groups. The theme this year is ‘Community’. LFArchitecture

Missoni Art Colour Fashion & Textile Museum, London 6 May - 4 September 2016

New Designers BDC, London Part 1 29 June - 2 July 2016 Part 2 6-9 July 2016

Explore the creative process of Italian fashion house Missoni and the textiles of Ottavio and Rosita Missoni in the context of 20th Century fine art. View more than 60 years of fashion alongside paintings by leading 20th Century European artists, and textile studies, paintings and Arazzi by Ottavio Missoni.

Now in its 31st year, New Designers is an important date in the diary for discovering emerging talent. Every year, more than 3,000 of the most promising graduate talents from Britain’s leading design courses exhibit. The event features everything from illustration and animation to furniture and fashion.




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news moves offline with London pop-up event Online site opened its first ever offline shopping event on Friday 6 May at Old Spitalfields Market in celebration of its 10th birthday. The Open Door event ran for three days, transforming the historic market into an interactive shopping experience. Customers stepped through one of several immersive entryways, transporting them into a unique retail space where they were able to experience all of the online

Great Little Trading Co opens first physical retail space Online retailer Great Little Trading Co (GLTC) has brought its collection of children’s furniture, home accessories and classic wooden toys to the high street for the first time with a showroom in Wandsworth, London. Designed by Resolution Interiors, the 560 sq m showroom space features a series of inspirational room sets where children can interact, discover and play with the products. A large, welcoming entrance greets customers, where there is the opportunity to make small impulse purchases. The space houses around 80 per cent of the product line, with the company’s CEO, Jamie Reeve saying that it was about getting the right balance between space and product.

retailer’s key categories, from prints, art and homeware to garden accessories, and health and beauty. More than 100 small, creative businesses that sell through the website took part in the pop-up space.

Demonstrations and workshops took place over the three days, with sellers from the site on hand to supply everything, from food and drink tastings to hula hoop sessions, creative workshops, music and much more.

The store deliberately avoids technology gimmicks. Instead, friendly and knowledgeable staff are on hand to advise and assist, and place orders on ipads for next-day delivery. ‘We want to show customers how we make it simple, we make it look good and

we make it better,’ says Reeve. ‘No one else on the high street is dedicating as much space, care or attention to children’s home furnishings and interiors.’ The company plans to open further sites across the UK, including Brighton, Liverpool and Birmingham.



In brief... The Swatch Group has opened a flagship in Times Square. Located at 1535 Broadway, the 399 sq m store will provide customers with an interactive experience. Jo Malone has opened a new boutique at Spitalfields on Brushfield Street. The store design fuses a classic feel with a modern twist. Brand design agency Missouri Creative has appointed Phil Heys as creative director. Heys will report directly to Missouri’s co-founders and creative directors, Stuart Wood and Paul Brennan. All three worked together at Fitch, where Heys spent 13 years, working his way up from senior designer to creative director, leading 360 degree branding campaigns for clients such as Adidas and Camel.

UNIQLO and Tate Modern announce partnership UNIQLO has announced a partnership with Tate Modern on the opening weekend of the new expanded gallery, which launches on 17 June 2016. The partnership will

Costa unveils Seriously Summer concept stores Coffee shop chain Costa Coffee is refurbishing three of its stores to mark the start of summer and the launch of its new summer food and drink menu. Designed in collaboration with SP Group, the Seriously Summer concept stores launched in London, Leeds and Glasgow on Thursday 5 May 2016. The decor includes full-sized window, floor, wall and table vinyls with tropical prints and flamingos, and brightly patterned coasters, cushions and plants. Hot pink neon signs light up the interior. The stores, on Great Portland Street, London, Briggate, Leeds

include a series of events and activities across the summer, which will reaffirm UNIQLO’s commitment to enabling London’s creative scene. The weekend will kick off a three-year partnership between UNIQLO and Tate Modern, which represents the coming together of two brands with a shared dedication to improving life, whether it be through innovative, high-quality,

and Sauchiehall Street, Glasgow, also incorporate selfie zones, where customers can pose in a Miami-themed setting complete with sun loungers, fake grass and flamingos. Caroline Harris, UK&I marketing director at Costa, comments: ‘We wanted to give select Costa stores a complete revamp to celebrate the start of summer and create an engaging environment for customers to enjoy our new summer menu. We hope the fresh look will encourage customers to see Costa as a seriously summer destination.’ The Seriously Summer interiors will remain in store until 27 June 2016.

affordable apparel or enriching, thought-provoking art. Following the opening weekend, Tate Modern will introduce ‘UNIQLO Fridays’, a series of special events involving music, arts and culture, open late to the public. The partnership will also see a number of events hosted by the UNIQLO WearHouse London, a creative space at the new 311 Oxford Street flagship store.

MVRDV creates glass facade for boutique store in Amsterdam MVRDV has designed a facade made completely of glass for a boutique store located on PC hooftstraat, an upmarket shopping street in Amsterdam. The design hopes to provide a solution to the loss of local character in shopping areas around the world. The ‘Crystal Houses’ scheme mimics the original buildings and comprises an extensive mix of bricks and the details of the window frames, but is stretched vertically to comply with updated zoning laws and to allow for an increase in interior space. MVRDV worked closely with a number of partners to develop the technologies for the scheme. Solid glass bricks were individually cast and crafted by Poesia in Resana, near Venice. Research


undertaken by the Delft University of Technology, in partnership with engineering firm ABT and contractor Wessels Zeist, led to the development of structural solutions and fabrication techniques, with the use of a high-strength, UV bonded, transparent adhesive from Delo Industrial Adhesives in Germany to cement the bricks together without the need for a more traditional mortar. All of the glass components are completely recyclable. Waste materials from the project, such as imperfect bricks, were melted down and re-moulded or entirely repurposed. Once the building has reached the end of its life span, the whole facade can be melted down and given a new life.


GINA opens refurbished London boutique

Luxury footwear brand GINA is set to open its newly refurbished boutique on London’s Sloane Street in May. Designed by Caulder Moore, the retail interior pays homage to artist Rudolf Stingel, presenting ‘historically decadent references in a distinctive contemporary and minimal aesthetic’. The interior walls are panelled in cut grey marble stone, while chevron flooring is assembled from silvered wood, and silk carpeting adds a luxury feel. The luxurious yet relaxed space is surrounded with gold and metal displays, giving an open plan, modernist vibe. A distressed real gold leafed feature wall has been hand rendered with the same level of passion and craftsmanship as the handmade shoes on display. A snakeskin-panelled screen with gilt display boxes provides a perfect backdrop for classic shapes and colours. Each area is carefully lit, to create drama and highlight the shoes and handbags. ‘It was great to adapt the GINA brand DNA and translate if for a new audience and think about how millennials approach luxury,’ says Maria Correia, creative director at Caulder Moore. ‘They are more open and relaxed, and I think this comes through in the design, with hints of glamour that appeals to existing customers too. The gold graffiti wall really sums this up.’

Ted Baker unveils flagship Grooming Room Ted Baker has opened the doors to its new flagship Grooming Room at Lancaster Place, London. This Grooming Room offers gents the red carpet treatment in an urban aesthetic with historic ties.

Covent Garden turns renovation into a work of art A new installation in Covent Garden is encouraging visitors to enjoy a moment of reflection. ‘Reflect London’ comprises 2,972 sq m of mirrors around the eastern facade of the Market Building and has been brought to life by specialist design agency, Sculptivate and creative advisors, Verracchia & Partners. The installation has been created to offer a new perspective of the historic site while concealing essential building works as the Grade II listed landmark undergoes its latest transformation. The renovation will include an iconic new restaurant from SUSHISAMBA. Visitors will be able to take a moment of reflection as 19th Century classical architecture and modern minimalism collide with the sky in a spectacle of

The space is based on the Lancaster Place building being a stone’s throw away from the original home of the BBC, and takes inspiration from the dapper dandies of television’s golden era. FormRoom produced a series of bespoke installations and sourced vintage items to style the slick interior. FormRoom created a starburst light feature above the coffee bar that harks back to the bygone headquarters of the BBC, with a contemporary twist. This feature is made out of a mix of sourced television aerials and antennas with red neon lighting. FormRoom also collaborated with the lead architect to produce a feature wall that sets the tone of this Grooming Room’s specific urban aesthetic. The exposed brick wall is clad in blackened steel with

reflected light. There are 67 mirrors in total at the Piazza, the angles of which will be adjusted as time passes to create an ever-changing surface reflecting countless viewpoints and endless perspectives of Covent Garden through the seasons. The installation will be in place for around eight months. ‘The refurbishment of the Market Building heralds a new era for Covent Garden so we wanted to take a moment to reflect and encourage our visitors to do the same,’ says Beverley Churchill, creative director of Capco Covent Garden. ‘We like to surprise so rather than opt for traditional hoardings, we’ve created something more visually arresting for our visitors to discover.’

cut-out displays for bespoke installations. Inspired by the silver screen, the team created sculptures made out of radio equipment, a vintage television displaying white noise and a miniature television containing a set model of the Lancaster Place Grooming Room.



Habitat unveils new-look Habitat has re-opened its Tottenham Court Road flagship store following a £1.5 million refurbishment. Designed in-house, the two-storey renovation features a new simplified layout and modern interior design scheme that strips the building back to its original architectural framework. A streamlined glass central staircase, bespoke ‘outline’ fixtures and a monochrome scheme with dark wood floors throughout aim to enhance the feeling of light and space in the store, as well as highlighting the signature bold and bright colour palette used in the retailer’s collections. Traditional ‘enclosed’ window displays have also been replaced with open vignettes, allowing shoppers to view the full store from street level.

The Unlimited Company launches store of the future


London flagship

Interactive touch screens have been introduced throughout the store to drive awareness of the recently upgraded Habitat website, while a statement video wall at the entrance of the store also showcases Habitat’s online content with in-house designed creatives, behind-the-scenes films and specially commissioned artworks. ‘We wanted to create a flagship that represents our brand today, demonstrating how significantly we’ve moved Habitat on creatively over the last five years,’ says Clare Askem, managing director of Habitat. ‘The new store now truly reflects what we stand for, designed in-house by our London studio to embody our values of good, fun design that is unexpected and forward thinking. It’s very different to

the Habitat that you’ve seen before and has been an opportunity to re-affirm our identity on Tottenham Court Road as a design brand. There are no gimmicks or distractions here — we’re letting the designs speak for themselves — in terms of quality and price point, in a new store environment where simplicity is key. I think we’ve really successfully brought together both online and offline strands of the business, understanding how our customers are shopping today and we’ve set a benchmark for how we plan to evolve the brand going forward combining offline and online retail. For me, Tottenham Court Road is the perfect embodiment of this future multichannel vision and marks a really exciting new chapter in the Habitat story.’

Mobility/independent living store The Unlimited Company (part of Simplyhealth) has implemented a new store design by Fitch that gives customers the chance to see, feel and try out products in an innovative way, using a variety of technology. The ultimate goal was to design stores that challenged the perceptions of health, age and disability, with the aim to help customers remain forever active and promote the possibilities of leading a limitless lifestyle. The space is designed for a variety of people and different ages. A central hub allows staff to welcome new and existing customers into the store, providing an opportunity to stop and discuss the aims of their visit. It is also a chance for the brand to highlight

key specialist talent in the specific area of each store, allowing an incredibly important sense of locality and support to the consumer. ‘This project is about shifting from a sense of disability to a feeling of living without limits. Treating customers as people, not patients,’ says a spokesperson from Fitch. ‘Developing a space that celebrates previously unappreciated products, showing everyday lifestyle aids and inspirational mobility products.’ Everything from the flooring to the whole layout has been thought of to make the space user friendly, not only for wheelchairs but for everyone. The first store of this kind recently launched in Bristol, and a programme will now follow to refurbish existing stores using the ‘store of the future’ design.

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Window shopping Inspiring window displays from around the globe

Fortnum & Mason To celebrate the Queen’s 90th birthday, Fortnum & Mason created a window display using a vintage image featured on Tatler magazine’s celebration issue front cover. As part of the scheme, Lucky Fox produced an oversized moving party blower, branded for Tatler, to add fun and humour to the occasion.

Chloe Working closely with scenic artists, Harlequin Design produced two windows for Chloe at Selfridges to coincide with the launch of the SS16 collections in store. The display included stone-effect walls, floors and plinths, and a large canvas graphic.

Selfridges To celebrate the launch of the 3,440 sq m Body Studio in April, Selfridges unveiled the ‘EveryBODY’ window campaign, featuring mannequins exercising. The Selfridges team created the concept design and worked with Elemental to bring the vision to life. The studio produced various elements for the full run of windows, including hand-finished balance bars with a brass effect.


visual merchandising

Vivienne Westwood The Vivienne Westwood windows on Conduit Street, London are inspired by the brand’s SS16 ‘Mirror the World’ campaign. The display features suspended 3D mirrored globes, supported with clear acrylic lattices. In the women’s store, a mannequin gracefully lays beneath the globe, while in the men’s store, the chromed globe is suspended inside an acrylic cube printed with a full colour map, which gives the sense of a reflected world. The scheme was produced in collaboration with StudioXAG, with a series of 10 windows across the UK and Europe installed in total.

Fenwick of Bond Street

House of Fraser

Entitled April Showers, this recent window installation at Fenwick of Bond Street showcases the current collection of raincoats, handbags and shoes. The scheme features five raincoat-clad mannequins, which are suspended below umbrellas alongside black metal cubes, used to display the collections. The floor and backwall are covered with a printed vinyl, with the wall hosting a large sun lightbox in the central window surrounded by rainclouds. The window is finished with large rainbow graphics and the hashtags #standoutinthecloud #wellhellobrolly and #splashout The scheme was produced in collaboration with Harlequin Design.

House of Fraser’s BAFTA-inspired window on London’s Oxford Street was embellished with crystal-cut chandeliers and theatre set-style decoration. Designed in collaboration with Blacks VM and La Rosa mannequins, the display showcased the retailer’s occasion wear collection and associated pieces.

Harvey Nichols


Harvey Nichols unveiled a run of dedicated menswear windows at the Knightsbridge store in April to support the new menswear department, which opened following a nine-month refurbishment. The space occupies the two lower ground floors of the store and marks the first stage of an ambitious four-year plan to renovate the entire store.

The Topshop Oxford Circus windows in London were recently transformed into a New York-style neighbourhood park gym for the launch of Beyonce’s new activewear label, Ivy Park. The display featured an army of Ivy Park mannequins housed in a large, bespoke industrial scaffolding structure, accessorised with vintage gym equipment and concrete style flooring. The scheme was created in collaboration with Blacks VM.

See more window installations online:


www. windowf r anc e. c om

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The solution TaylorMade Golf, renowned for innovations in performance-enhancing golf equipment, talks to the aspirational golfer, but it is especially popular with younger golfers who generally tend to be early adopters of contemporary technology retail environments. So the idea was a white, high gloss, eye-catching solution. The result is an impactful, modern display juxtaposed against a relatively conservative retail environment. A dramatically angled, fully recyclable display, along with a changeable media screen and six coloured lighting options to future-proof against upcoming designs, enhances and educates while simultaneously adding theatre. Taking inspiration from technology stores such as Apple, HRG’s modular design — which allows shoppers to view and interact with the whole club by displaying the products head up — has revolutionised the way that golf equipment is merchandised. 20

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Q&A column

Karl McKeever Learning from BHS As I sit here in the Visual Thinking office writing this month’s column, British Home Stores is teetering on the edge. Having just entered administration, the future for the retailer, and its staff, looks bleak. The result of a series of strategic errors and missed opportunities for revival that have put the biggest high street retailer since Woolworths on the chopping block. Strategically, a number of factors colluded to bring about the retailer’s fall from grace. The decision by BHS to move into food was always going to be an uphill struggle, especially given the challenges faced by the big four. The retailer was also wide of the mark with online shopping. But in truth, the biggest factor was this — as a retailer, and as a shopping experience, it has been starved of genuine investment for a decade. While it’s easy to point out the mistakes of a business after its demise, there are fundamental lessons to be learnt from the BHS story. It’s important to take heed of others’ failures, as these lessons, regardless of external market conditions, will be crucial ones for those other mainstream retailers out there that are starting to look a little ‘ropey round the edges’. Any struggling retailer seeking to transform its business must take the initiative and get on the front foot in order to stem the rot. It’s vital that retailers have the bravery and conviction, if needed, to reinvent their brand and target audience — even if in doing so they lose a few customers in the short term. The very worst thing that it can do is take small steps — decisive, radical action is required if a turnaround in fortunes is going to be noticeable to shoppers, and meaningful to both staff and investors, especially within an operation of BHS’s size. But, while focusing on the future is important, fixing and improving the here and now is just as essential. Existing stores that are trading poorly should be objectively critiqued, with both policies and retail standards within them improved, as a matter of urgency. This could have quickly addressed immediate negative customer perceptions and more importantly, improve sales and profit to generate more cash to reinvest in the business. Once the ship has been steadied, a new and revised proposition should then be implemented across the retailer’s entire portfolio. All too often when brands are trying to get back on track, Karl McKeever is creative director of visual merchandising and brand delivery consultancy Visual Thinking.

Email Karl at

all of the energy and money goes into a new concept store. While this may set the tone for future development, it does nothing for the existing estate on a wider scale. Shoppers need to see a visible difference, and quickly — requiring the changes that retailers make in such circumstances to be truly scalable so that improvements can be embedded efficiently and effectively. To borrow a football analogy, shoppers want to see you delivering results on a rainy Tuesday night in Stoke. To do that requires retailers to successfully engage store teams, the people ultimately responsible for making change happen. The customer-facing elements of the business must be motivated and inspired to ensure changes hit home with shoppers. When the media consistently reports falling sales figures, and the threat of administration and redundancies looms, those working on the shop floor can become uncertain, de-motivated and anxious. This negativity is contagious, and is easily transferred to shoppers in the store. Businesses of BHS’s size and history will have a wealth of talent, loyal ‘lifers’ who have much to offer and view their role as more than just a job. It is this dedication that retailers must tap into, in order to truly deliver real change across the entire business. You can have a winning strategy, but implementing it requires hard work and no half-measures. It’s no coincidence that Tesco overtook Sainsbury’s in terms of sales and market share, after it embarked on a nationwide store clean up and POS replacement. This is a strategy that has been rolled out by Tesco on numerous occasions after a poor period of trading. Doing the fundamentals well, but being brave enough to do so on a large scale and with the necessary investment, helps keep a brand refreshed in the eyes of shoppers. Over in Australia, retailer Big W embarked on its own transformation project last year, supported by the team at Visual Thinking who helped to redefine retail standards across all stores, reset visual merchandising policies and deliver training to the store teams to activate change. This gave the business a new lease of life, improving sales and helping to give Big W its ‘mojo’ back. It is this proactive, forward-thinking strategy that is the difference between reviving fortunes and ending up in the same situation as Woolworths and BHS. Ideally, all retailers should have a programme of continuous improvement so that they don’t find themselves needing a complete transformation of their brand and offering. The once proud BHS got comfortable, didn’t pay attention to the competition and then failed to act quickly or ambitious enough with its recovery plans. Inspiring staff, steadying the ship with quick in-store wins and then delivering a nation-wide programme of change may have been enough to save them — if implemented a couple of years back. Instead, we are where we are, and it will be another sad day for UK retail if another once famously proud British name does indeed disappear from our high streets. I just hope that others in a similar situation are already sitting up, taking notice and ready to learn from the mistakes of BHS to avoid another repeat anytime soon.


project focus

Hunter Ginza, Tokyo Design: Checkland Kindleysides Opening date: March 2016 Store size: 290 sq m

The new Hunter Ginza store takes the distinctive brand DNA of the London Regent Street flagship, using iconic references from the British countryside and reappropriating them in an urban setting that specifically channels the energy of Tokyo. Opened at the end of March in the new Ginza G5 retail development, the 290 sq m space is designed by Hunter’s creative director, Alasdhair Willis in collaboration with UK-based Checkland Kindleysides. ‘The store is designed to amplify the experience to the Japanese market, creating a less literal and more ethereal version of the original concept with more potent and distilled brand signatures,’ explains Joe Evans, creative director at Checkland Kindleysides. The store experience starts with a journey through an imaginary forest,


project focus

with only the sanctuary of the barn roof as shelter — a seemingly floating, architectural roof structure. The installation sits asymmetrically within the space, with light permeating through the rafters like sunlight through the canopy of a forest. The ground floor is punctuated by hand-crafted replica silver birch trees, which pass through the barn roof, piercing the ceiling into the first floor to reach the infinite and illuminated ‘sky’ — a 53 sq m cloud-printed, gridded light box surrounded by mirrored walls. The journey continues on the first floor through a playful interpretation of a traditional English box-hedged garden, where LED-illuminated hedges and an artificial lawn floor act as the backdrop to apparel ranges. ‘The idea was to create a sense of discovery and adventure, imagining almost a lost and found world, a forest growing up, through and around a rural building,’ adds Evans.


The store’s multisensory experience is enhanced through a 4m-high digital screen, featuring content from Hunter’s campaigns, films and recent events, as well as live broadcasts from events around the world. Referencing Hunter’s unquestionable relationship with the infamous British weather, the screen also displays regular weather updates from throughout the UK; each time accompanied by a coordinating soundscape that echoes throughout the store. The store design deliberately incorporates textures and colours that are out of place in a traditional retail setting, says Evans. ‘The colour palette is a simple distillation of brand colours; red echoes the iconic Hunter Original logo, green from the Hunter Field category and dark grey as a perfect backdrop to let the merchandising pop.’ Flexible merchandising systems

throughout the store can be adapted to switch between hanging or shelved configurations. In addition, bespoke fixtures have been designed to highlight product categories, such as the Gabion Boot lightbox wall, which showcases the Hunter Original boot range. Elsewhere, Hunter Field products are presented on a sculptural industrial conveyor, which complements the category’s more rugged purposeful character, while kids footwear is displayed on playful red ladders. In the centre of the space, the nests of tables are a contemporary interpretation of a saw horse, with abstracted painted trestle legs that cut into thick solid timber planks. ‘The store is a fantasy take on reality, executed in a uniquely Hunter way and we took care to incorporate design details that would heighten this feeling,’ concludes Evans. Hunter is a progressive British heritage brand renowned for its Original boot.

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Supreme Le Marais, Paris Design: Brinkworth; Wilson Brothers Opening date: March 2016 Store size: 130 sq m

In April 1994, Supreme opened its doors on Lafayette Street in downtown Manhattan and became the home of New York City skate culture. More than two decades later, the streetwear label is still going strong, with stores across North America, Asia and Europe, including a new unit in Paris. Supreme owner James Jebbia worked with Brinkworth and Wilson Brothers to design the space, which has an unusual layout, with a small room at the front and a corridor leading to a larger area at the rear of the building. ’Unravelling these challenges gave the opportunity to create a suitably unorthodox store,’ says a spokesperson for Brinkworth. Visible from the street, in the heart of the Marais district, the small entrance space is dominated by a looming two metre sculpture depicting a priest by renowned skateboarder and artist Mark Gonzales. Behind the priest, a wall installation by artist Weirdo Dave creates a contrasting backdrop, while a large monitor


project focus

Photography: Louise Melchior

shows skate films. ‘The juxtaposition of these various art forms and the absence of merchandise present an unexpected threshold to a retail environment,’ says Brinkworth. Since its launch, Supreme has been commissioning decks by established artists such as Jeff Koons, Damien Hurst, George Condo, The Chapman Brothers and Richard Prince. In the Paris store, a curated selection of decks is displayed vertically along one wall, charting a chronological timeline of the commissions. This wall runs all the way along the passage that bridges the entrance room and the main area to the rear of the store. The angled passage obscures the view from the street through to the back, so only when passing through it, does the daylight become stronger and the building opens out to reveal the bright and pristine space beyond. The original five metre-high glass roof floods the space with light and frames the entire back room. This stunning architectural feature has been faithfully restored to reveal the curved ironwork and Georgian wire mottled glass construction, typical of Parisian architecture. Views out give an indication of being inside the courtyard hidden within the surrounding buildings. The room is adorned with a single mural painted directly onto a wall, also by Gonzales. The display fixtures are made primarily with European oak and galvanised steel tubing. As with all Supreme stores, the garments are only displayed on the perimeter of the space, with clear and light merchandising for impeccable presentation of the product. ‘At the moment most retailers want to do more and more to make a store stand out, but I admire James’s confidence to only utilise the perimeter of a space to display the product,’ says Adam Brinkworth. ‘This has proven to be a unique and commercially successful approach for Supreme.’ The attention that Supreme and the design teams give to every aspect of the stores ensures that each one is the very best it can possibly be.


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Heidi Chelsea,Klein London Design: Kinnersley Kent Design Opening date: January 2016 Store size: 100 sq m Photography: Kate Berry

Luxury beachwear brand Heidi Klein has redesigned its Chelsea boutique in London in preparation for its next phase of international expansion. Working with Kinnersley Kent Design, the retailer has created a more lifestyle-oriented environment, inspired by the domestic interiors vernacular of a ‘Hamptons House’. The new overall environment of the Chelsea store is light and warm, transporting customers into an oasis of calm. The walls, flooring and ceiling are all in white, with an accent colour of soft gold taken from the branding. Green palms have also been used sparingly to add freshness and vibrancy to the interior. ‘Our main design evolution has been to move the interiors iconography away from a beach-inspired dressing towards a more refined, internationally applicable glamour,’ says Jill Higgins, partner at Kinnersley Kent Design and director of the project. The front entrance to the store, which is located just off Sloane Square, has been


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opened up and refurbished, with new fascia boards and branding. The full-height windows act as the ‘veranda’ area of the Hampton House concept, featuring screens that resemble grand-scale, domestic window shutters. Inside the boutique, a strong new merchandising system strikes a balance between maximum flexibility and creating the bespoke and refined look of a luxury brand. Around the perimeter, the fixtures incorporate brass rod detailing, echoing the ‘soft gold glamour’ highlight used throughout the scheme, and flexible shelving. Each item of the core swimwear offer is displayed in one size only, maintaining the brand’s spare, luxe aesthetic, while integrated drawer units hold stock in other sizes. Mid-floor merchandising units include a bespoke oval ellipse table with soft gold geometrically angular legs and inset seating beneath, as well as a perimeter table inspired by a hall console. ‘The product is vibrant and pattern-rich, and we sought therefore to design a space that very much creates a canvas for the product, using neutral tones with texture for visual interest,’ explains Higgins. Small mirrors have been integrated into the display areas, as well as full-length mirrors which are mostly located on the doors to help conceal the back-of-house area. Vertical wood panel detailing also adds visual interest wherever there is a gap between the merchandising units. The cash desk has been moved from


the front of the store to a more discreet back wall location and features bespoke pendant lighting in powder-coated white metal with gold-lined interiors. A relaxed lounge area outside the changing rooms again strikes a domestic furniture note, with bespoke-designed armchairs by Kinnersley Kent Design and side tables by Louise Bradley, featuring antique gold frames and mirror tops. Behind the seating area, an artwork wall features images from current Heidi Klein campaigns, which are also used in the changing rooms and among table-top merchandising. The fitting rooms have a more luxurious feel than in the store’s previous incarnation,

with more hooks, a hessian pouffe and white, framed wall panelling. The new store design marks a key stage in the expansion of the brand. ‘We set out to reinvent swimwear shopping into an exciting and enjoyable experience, while providing everything our clients desired in order to look and feel gorgeous on holiday; all under one roof,’ says Heidi Gosman, co-founder of Heidi Klein. Formed in 2002 by Heidi Gosman and Penny Klein, Heidi Klein first launched its one-stop-holiday-shop concept in Notting Hill in 2002 before opening a second boutique in Chelsea in 2004. The brand currently has four stores, including St Lucia and Montenegro.

sports retail



With an upsurge in fitness wear and the line between fashion and activewear blurring, sports stores are upping the ante with a host of store redesigns and in-store experiences. According to the Global Retail Sporting Goods Industry 2015-2020 report, the major drivers of the retail sporting goods industry are growth in disposable income, governments promoting sports activities and encouraging sports participation, and the rising number of health-conscious people. This in turn has led to sports retailers rethinking their store interiors, in-store experiences and brand offering. Combining retail space with in-store activities isn’t a new idea, but it is pushing the millenial generation towards physical retail. Retail stores are acting as social hubs for running or fitness communities. The likes of Nike organises running clubs, while Sweaty Betty offers more than 70 different free-to-attend classes, from yoga to bootcamp. At Nike’s Innovation for Everybody Event in March, the retailer announced a focus on personalisation for 2016. Nike is evolving its softwear, footwear and apparel to adapt to the strengths and needs of each user. The Nike+ app is designed as a VIP retail

Above: Designed in partnership with Shanghai-based architects Neri + Hu, The Body Studio at Selfridges is the store’s largest ever department. Image: Matt Writtle

Text: Lyndsey Dennis

and training experience, unlocking the best of Nike. Sports retailers have also been working a lot closer with fashion brands to create ranges of ‘athleisure wear’, as well as a number of celebrity endorsements popping up in store, such as Beyonce’s new Ivy Park line of fitness apparel. ‘Working with many global sports brands on various branding and retail design projects, its becoming more apparent that there is a demand for people to become fitter, healthier and happier,’ says Ollie Patterson, head of business development at Mynt Design. ‘People want to take control of their lives, but there is a need in the modern customer to define and share who they are via social media. We’ve noticed a few bigger sports flagships open in recent times with a real emphasis on customer-focused connective experiences. These stores will be successful as they satisfy the dynamic, ever-changing demands of their consumers; these stores do not stand still by any means and can react to customers’ needs, such as offering personalised experiences and delivering rich, live content across a multitude of touch points in store that can be enjoyed and shared via social media.’ Patterson notes in-store gait analysis

is a technological experience that is used more and more, and not just by independent specialist stores, to ensure customers purchase the correct footwear and soles for their particular running style. Customers can then share their experience and trainer selection with the world socially. ‘It’s beneficial for sports retailers to tap into the social sharing mindset and supply customers with more social experiences in store. It’s a great way to further increase brand awareness in a very tailored and personal way, whilst portraying a sense of authority,’ he says. ‘Product choice is also growing and, coupled with in-store browsing terminals and interactive pods, the shopping journey is becoming a much more fluid, personal and immersive experience,’ adds Patterson. ‘More and more products are “customisable” and customers want the ability to instantly share their own masterpiece. I think this is apparent not only in sports stores but retail in general. Equipping customers with the necessary tools to fulfil their social sharing desires is vital and I believe this will become more apparent this year in retail experiences.’ JD Sports has seen a 45 per cent increase in profit since its new store


sports retail

Sports mannequins At the VM & Display Show last month, Universal Display unveiled a new line of sports mannequins. The New Sport collection taps into the athleisure trends that have emerged recently, with major fashion houses designing for the casual yet luxe look. The sporty range is all about the body, contoured and toned, and the poses reflect today’s lifestyles in the gym or on the street.

Designed by Studio Dessuant Bone, Ron Dorff’s Seven Dials store is inspired by the Paris flagship store featuring a minimal, functional and sleek Scandinavian-inspired design with bespoke furniture that re-interprets the sports world.

openings across Europe and a surge in women’s sports clothing. The retailer is also one of only a handful of outlets selling Beyonce’s Ivy Park line of sportswear, alongside Topshop, Selfridges and Net-APorter in the UK. Brinkworth worked alongside JD Sports on a store design that would raise the aspiration of the brand, making it a sports lifestyle destination but always remaining true to its existing customer. Brinkworth improved the customer journey through considered, integrated technology as well as traditional retail touch points, fitting rooms and store layout. Sam Derrick, Brinkworth’s lead designer on JD Sports, says the design team had to ensure a platform for storytelling — JD is a house of brands so they had to ensure flexible systems were developed to tell multiple stories across the store. ‘There are more sports/streetwear influences in fashion these days and vice versa. JD is stocking more and more fashion labels, and brands like Supreme are crossing the streetwear/fashion divide like never before so you have to consider each project in context,’ says Derrick. For the larger JD stores, Brinkworth has introduced subtle changes between womenswear and menswear, such as the palette, materials and lighting, to create dedicated womenswear departments. ‘It was felt that an appropriate shift in the palette, rather than a separate concept, was the best way to appeal to


this expanding customer base,’ explains Derrick. ‘Urban environments were the key visual references we considered throughout the project, but a key part of creating this scheme was the idea of layering, adding textures, materials, graphics, etc — as happens in any urban environment.’ French-Swedish sportswear brand for men, Ron Dorff, opened its first UK store in Earlham Street, Seven Dials last month. Co-founder and CEO, Claus Lindorff says the new Seven Dials flagship has ‘everything a man needs before, during and after sports, combining Swedish functionality with French style.’ The store was designed in collaboration with French-English architects, Studio Dessuant Bone and is inspired by the Paris flagship store featuring a minimal, functional and sleek Scandinavian-inspired design with bespoke furniture that re-interprets the sports world. ‘The aim was to create an experience where sport and fashion meet the arts, and Swedish functionality meets French elegance,’ says Philip Bone, creative director at Studio Dessuant Bone. ‘A palette of black, white and light woods are used throughout the store, to further reinforce the values and philosophy behind the brand. Sports references are touched on throughout, with subtle elements designed within the furniture and displays, such as reinterpreted high school gym benches, gymnastic rings and a graphic

Displaysense provided mannequins for the launch of Ivy Park in JD Sports. The design team opted for high gloss female mannequins in white by Hindsgaul. Sculpted from real female models, they feature detailed, muscular definition and a timeless face. Made from premium fibreglass, the mannequins are durable, robust and stand strong on a 395mm round toughened glass base with a calf spike keeping the mannequin upright and sturdy at all times. They are available in a huge range of different colours or pose options with either a matt or gloss finish.

sports retail

Dates for your diary JD Sports is a house of brands so Brinkworth had to ensure flexible systems were developed to tell multiple stories across the store. Photography by Louise Melchior

The Athletix range of mannequins from Genesis feature defined, muscular bodies in typical poses from various sports. Whether sprinters, cyclists, skaters, basketball or tennis, the collection offers a mannequin for each sport.

For hsports, Mynt Design captured a balance of urban cityscapes and sports stadium influences, incorporating concrete, steel and dark charcoal wall finishes.

reinterpretation of the lines found in gyms and sports halls. We wanted to create an experience that was unique and that would define the Ron Dorff handwriting.’ Selfridges has opened its largest ever department, dedicated to holistic fashion and accessories — The Body Studio. The body-positive department is dedicated to a healthy lifestyle and is accompanied by a series of EveryBODY windows designed by Elemental Design featuring mannequins exercising. Designed in partnership with Shanghai-based architects Neri + Hu, The Body Studio spans 3,440 sq m and covers all things dedicated to the body, including lingerie, nightwear, hosiery, swimwear, sportswear and loungewear. Psycle at Bodywork has opened a pop-up fitness space on the lower ground floor of the Oxford Street store, hosting high energy spin classes, while YUNG CLUB holds immersive, multisensory yoga sessions. Wellness cafe Hemsley + Hemsley has also opened up in the space. ‘We asked ourselves a lot of questions about what we wanted to do with the categories of lingerie, swimwear, hosiery, and this kind of developing business with activewear, and we realised that actually the solution was to combine them in a really eclectic environment,’ says Judd Crane, director of womenswear and accessories. ‘Ultimately, the idea of The Body Studio did originate from a bricks-and-mortar sensibility. We wanted customers to enter

the space and really feel exhilarated.’ Selfridges has supported the physical retail space with extensive online content and campaigns, ensuring that all channels are working in harmony for the consumer. This is also the case with Decathlon Connect, a new 50 sq m concept store in Stuttgart, designed by kplus konzept. The store provides total immersion into the Decathlon universe, seamlessly linking the well known with the brand new, the online with the offline, and offers maximum flexibility in a minimalistic area. There are three designated zones in corporate colours that give structure to the brand’s space and provide quick orientation for customers: blue for Sports Experience, dark grey for the Retail Zone and white for the Daily Pick Up Zone. In the centre stands the Digital World in Decathlon blue. Order Seats with integrated tablets offer instant access to the online shop with its 35,000 products. Even the traditional store can be virtually experienced by the interactive game Run the Store, also developed by kplus konzept. Goods to touch and feel are located in the Retail Zone, while online orders can be picked up in the Daily Pick Up Zone. As the demand for people to remain fit and healthy continues, the gap between fashion and activewear is blurring, which in turn will evolve the way in which sports stores are designed, the brands they stock and the experiences they offer in store.


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The mystery of the subconscious mind As Style Psychology publishes its sensory retail design report, consumer psychologist and founder of the consumer behaviour consultancy Kate Nightingale discusses the science behind successful retail environments. Psychologists and other behavioural scientists around the world have been working tirelessly for decades to find out how the human subconscious mind works. It took the business world a bit of time to accept that, actually, we aren’t as rational in our thinking and decisions as we thought. It would be brilliant if we could calculate all of our decisions but it is not possible, not yet or maybe never. There is, however, a vast amount of information which, if applied to all business and creative decisions, can powerfully influence their effectiveness. Let’s look at some of that knowledge which can enhance customer experience in retail. As a big picture person, I’d like to start with some overarching evolutionary needs and behaviour trends. As species, we are very dependent on each other. We actually do get physically sick if we feel alone. Hence the commonly used term ‘social animal’. This has become increasingly important in retail environments to incorporate. Not only to allow customers to be social while shopping, whether it’s physically or digitally, but also to be social with the brand. Customers are increasingly interested in two-sided conversations with brands. That trend has been further juxtaposed by a growing individualism trend. People are more self-aware and more self-accepting. They are increasingly happy with who they are, rather than trying to fit into some socially prescribed roles. That means that customers are now in charge as they dictate what they like to buy rather than brands designing their lives. On top of that, the increasing use of digital technologies leaves our lives a bit meaningless on an interpersonal and sensory level. Our relationships are shallower, shorter and less meaningful. Our brains are being stimulated predominantly via two, maximum three, kinds of sensory input. Our attention spans and memory are being stretched but not deepened. This is not enough, and our evolutionary needs of closeness and equal sensory stimulation are waking up. This leads us nicely into some of the retail design trends as originating from these big changes to how we live. Firstly, we see that it leads to a need to connect with brands on a deeper emotional level. Our brains have always registered brands as human beings (we actually store in our brains mental models of brands, which look exactly the same as those of other people) and formed human-like relationships with brands. Historically however, brands didn’t use to engage in two-sided conversation so it all felt like unrequited love. Not anymore. However, consumers’ loyalty is not as easy to win now since they understand they are in charge. They control what they buy, or at least they like to think so. The trick for the retailer is to give them great options, great experience and reply to any possible questions which creates an illusion of

self-made decision. Part of it is customer journey personalisation. Allowing customers to choose their own route in a store rather than prescribing one which their subconscious mind can easily follow. You would still like to guide them to the right merchandise but do it in a way that doesn’t feel forced, like IKEA’s route. Allowing them to form and enhance relationships with other customers and your brand will further enhance their loyalty. This is where the blend between retail and hospitality spaces started to happen. They are becoming more of an experience, a day out, a place to hang out. Part of that experience is a well-designed and executed multisensory brand strategy. Scientists proved a while back that our subconscious mind can process as much as 11 million bits of information per second, whereas our conscious mind can barely manage 40 bits of information. This is the reason why pretty much 95 per cent of our decisions are subconscious. All of this information comes from our senses. This is why it is crucial to carefully design every sensory detail of your brand, as it not only affects your brand’s perception but more importantly consumer behaviour and therefore your bottom line. A well-chosen ambient scent matched with the gender of the products sold has been proven to increase dwell time by up to 50 per cent and spending by 140 per cent. Dim lighting can make customers more impulsive. Being hungry can make them spend about 64 per cent more on fashion and electronics. These are just some of the mysteries of consumers’ subconscious minds and what they have to do with retail design. Once we apply the understanding of these mysteries to business and creative decisions, we can see incredible results. It all starts with subconscious mind. sensoryretaildesign 39

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Text: Gemma Balmford

In-store marketing success is fundamentally built on understanding, finds Retail Focus. ‘If you embrace, influence and understand consumer passion, only then will you be on the correct path to deeper and more meaningful customer relationships,’ said Ian Irving, strategy director at creative agency Breed in his presentation with Benefit Cosmetics at the POPAI shopper seminar in April. ‘Understanding, influence and passion are the key to engagement and deeper relationships, which in turn (should) equal repeat business. Today’s consumers are taking more and more control over their consumption and experience choices. Brands need to ensure that social and digital are fully integrated into their retail strategy.’ Tim Ellis, head of business development at Momentum Instore, which also took part in the spring seminar, believes that while a number of retailers are making the move to providing an omnichannel offering, the perceived barriers of achieving this have led to slow progress for some of the more traditional businesses. ‘Customers are now looking for speed, simplicity and accuracy across all channels, and are increasingly walking away from companies that cannot offer this, putting those retailers at risk,’ claims Ellis. ‘Embracing and implementing omnichannel is a challenge for senior management staff. These key decision-makers need to understand that omnichannel does not equal online only; bricks-and-mortar stores remain hugely relevant when it comes to displaying products and profile building.’ With consumers now influenced by a number of channels in the path to purchase, it is harder to affect a brand switch or product upgrade in the physical environment, believes Darren Jackson, retail solutions director at APS Group. ‘POP needs to be part of a full omnichannel plan,’ asserts Jackson. ‘Consistency of creative and consistency of message is key to ensure brand recall. Your POP needs to stand out, be informative and engaging, but it also needs to be relevant to your customer.’ The starting point, says Simon Hathaway, global chief retail officer at

Cheil, is to understand that the point of purchase is now wherever your customer is. ‘Today’s shoppers expect retail to be everywhere. Instant and personal, and omnichannel retailers are starting to meet this need with multiple points of transaction. To win, you still have to have the right product at the right price, but you have to

make it very easy to buy.’ Point-of-purchase display designer and manufacturer Kesslers International recently commissioned independent research into consumers’ 2016 shopping habits, which found that 83 per cent of participants feel it is important for all brands to have an in-store presence. ‘This shows that despite

Top: arken P-O-P and Superdrug won the BEST Permanent Beauty & Cosmetics display award at the 2016 POPAI Global Awards. Middle: Sainsbury’s Beauty by Kesslers International. Left: HRG created a ‘stylish and disruptive’ display for TaylorMade.



Top tips increased accessibility to e-commerce, it is in store where consumers want to experience brands,’ says company director, Charles Kessler. The research further shows that the top five factors that enhance the consumer experience are: range and choice, getting a bargain, layout/ease of navigation, well displayed products and clear product information. ‘Soap & Glory is a great example of a high street retailer who really understand their target market and create a meaningful brand experience, which consumers cannot get via any other channel other than in-store,’ notes Kessler. ‘Soap & Glory effectively activate each of the consumer’s senses at the point of purchase.’ Not only does POP marketing need to complement, emphasise and ‘sell’ the product, it also needs to fit into its surrounding in-store environment. ‘Retailers need to offer consumers more reasons to visit their store and often look to brands to enhance the shopper experience at POP,’ observes Emma Dicks, communications director for shopper and retail marketing agency HRG. ‘Over time this can create a mutual relationship where both parties benefit; the retailer now has a destination and the brand gets a competitive edge, standing out on the shop floor.’ ‘It sounds obvious but you really do have to get into the mind of the consumer, which is what we did when exploring options for golf club and accessories manufacturer, TaylorMade,’ continues Dicks. ‘Going through its existing customer journey, it seemed odd that the golf clubs wouldn’t be at eye level, so we redesigned the display to accommodate this. We created a stylish and disruptive display, which really appeals to the modern golfer with its pleasing aesthetics, taking inspiration from technology stores with its clean and powerful approach.’ According to Dicks, the key to developing a successful POP display is understanding. Understanding the brand, the retail environment and its consumers, and what wants to be communicated. ‘The display needs to work for all stakeholders to maximise impact, and it needs to be relevant to the target audience and resonate with them, be that through the shape, structure or artwork,’ she says. Phil Day, director at POPAI UK & Ireland, agrees that it is important for brands to invest the time to create in-store experiences that truly reflect their brand, their shoppers needs, and the specific challenges of shopping a particular category or product. In recent years, the adoption by many of copycat in-store solutions as well as strict guidelines


Charles Kessler, director at Kesslers International, has four tips for creating an effective point-of-purchase display. > Create a truly engaging experience. Understand it is in store where consumers want to engage with brands. Immerse the brand’s values and make the display an extension of a brand’s positioning. > Know your target market. Understand your key audience demographic and their aspirations. Only then can you design something that will effectively resonate and encourage brand loyalty. > Create brand consistency. As in-store marketers, we need to understand the full customer journey and ensure all touch-points represent a consistent brand image. Online and in-store are not in competition. They need to work together to create a consistent and engaging brand proposition. > Stand out. Customers may go to a shop with the intention to buy deodorant but it is only once they are in-store where they will make that final brand selection This is where POP displays need to stand out and demand consumer’s attention to secure the sale.

in retailer-owned environments have diminished the point-of-difference in store. ‘Retailers and brands are constantly innovating with shopper technology and cardboard alike to create engaging retail experiences, but too much emphasis on adhering to guidelines can sometimes result in displays blending into the background of the store environment, rather than delivering the impact and standout that is so often required to turn browsers

Above: Momentum Instore installed new National Lottery POS items in 37,026 stores across the UK. Right: CJ Retail Solutions recently helped Boots complete its largest UK installation project to date.

into shoppers,’ says Day. ‘You only have to look at how the big four within grocery have struggled to (re)identify themselves recently. Often it is a case of: one moves, the others follow. But ultimately, this leaves everyone appearing the same, when what’s needed is the conviction to be bold and be brave to create engaging retail experiences that bring the true values of a brand to life, in a way that’s compelling and consistently delivered in-store.’

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show review


Text: Lyndsey Dennis

CREATIVE PLAYGROUND Highlights from the annual visual merchandising and display show.

Above: MAKE IT LONDON created a buzz with its swarm of wasps made from pencils. Photographer: Etienne Gilfillan

Left: More than 2,000 pencils created a ‘splash’ on Harlequin’s backwall from the living pool. The Business Design Centre in Islington was taken over by a creative playground in April for the annual VM & Display Show. The 26th exhibition welcomed a number of new exhibitors and extended even further into the Upper Gallery. Interaction was a key theme. VCG Colourlink invited visitors to create their own mood board and share a photo on Instagram. Stylo (who won the SDEA’s Best Stand Award) took photos of visitors in their selfie window, while StudioXAG tested people’s strength with a hammer and ball game. Sally Kemp from Hertford Regional College won the VM Graduate Challenge and a work placement with Harrods for her Midsummer Night’s Dream-themed denim display. Sarah Tickel, windows visualiser – store image department at Harrods, judged the competition and says: ‘Her focus on the brand identity was great. Sally created a window concept that was very creative, well considered and very Levi’s. Sally also considered the space very well. Framing the window to bring down the height was essential for such a tall bay. This she achieved and directed the eye into the space. Her graphics on the back were inventive and well made and formed a background for the story with a clever use of the logo.

Left: Sally Kemp from Hertford Regional College won the VM Graduate Challenge and a work placement with Harrods for her Midsummer Night’s Dream-themed denim display. Photography: Melvyn Vincent

‘I loved the making of her mannequin and her display of the stock. Quite a difficult task to get the clothes to look right both on the figure and flying from the suitcase but Sally managed.’ Joe Brown, senior interior designer at Ted Baker, was joined by FormRoom on the Retail Focus stand where he was awarded the Store Concept 2015 Award for the Ted Baker & Moore store in Commercial Street, London. The store was voted by readers of Retail Focus as the winner from a shortlist of 12. ‘Having contributed initial ideas, we were thrilled at the opportunity to realise the ambitious and complex designs for Ted’s innovative Commercial Street store. To be given the opportunity to fabricate four of the main displays was an exceptionally rewarding process and we continue to collaborate on many exciting projects,’ says Lucy Beacham, senior creative project manager at FormRoom. Amanda Britton, creative controller at Debenhams, visited the show with her team and feels the event is a great source of inspiration. She flagged up several stands that caught her eye. ‘Some standouts for me were Rare Basic’s very theatrical and textural stand, Blacks’ use of sharp shapes and acrylic — very architectural, and DZD’s mirrored maze. I also loved the giant letters on Tenn’s stand and the gorgeous chrome finishes by Spray Chrome UK, whose samples are sitting on my desk waiting for an opportunity to be able to use them. ‘We always try to get the whole creative team to attend the show, as it’s not only important to support it, but a great way of introducing new people in the team to the industry — it’s very exciting for them to see so much in one space!’ she says. ‘It’s a great venue for catching up with people — both suppliers and visitors. We now work with companies that we may not have heard of before because we got to meet them at previous events.’

Trends... Stationery A number of exhibitors had fun with stationery. Harlequin Design invited visitors to sharpen their pencils. ‘Working with a range of materials, we explored the idea of outdoor spaces in the summertime, mixing playgrounds with pools, court lines with cactuses and overlaying our studio stationery to reference our collaborative working process,’ explains Andrew Brown, partner at Harlequin Design. ‘We had over 2,000 pencils creating a “splash” on our backwall from the living pool.’ Millington Associates also incorporated the trusty pencil into its stand design, using them to spell out ‘DESIGN’ on the back wall. MAKE IT LONDON created a buzz with its swarm of wasps made from pencils. ‘We made the wasps as a swarm as we wanted to show that we can mass produce props or make one-off pieces,’ says Richard Graham, creative director at MAKE-IT LONDON.

Abstracts and geometrics VCG Colourlink’s stand was inspired by a raw aesthetic, concrete and marble finishes, which were combined with geometric shapes in coppers and greys. The back wall demonstrated UV print direct to wood, as well as multiple paper finishes. Visitors created their own mood boards using magnetic hexagonal plywood shapes. The backwall of Global Display’s stand featured a layered acrylic hanging installation with interlocking laser cut squares.


show review

Materials and textures

Left: VGL celebrated its 40th anniversary with a stand design mixing bold colours on different materials and textures.

The concept for VGL’s stand was the celebration of the company’s 40th anniversary. ‘We introduced bold colours onto different materials and textures,’ explains Alissa Sequeira, marketing assistant at VGL. ‘The flooring told the story of our 40 years at the cutting edge of print innovation.’ Rare Basic created a theatrical display using a variety of textures and materials to launch its new Velvet (male) and Silk (female) mannequins.

Foliage and flowers Trees and flowers popped up on several stands, including Replica, 4 Sight, CJ Prop Hire & Events and newcomer Tree Locate. The latter showcased its range of artificial plants, trees and topiary.

Technology After visiting last year’s show and seeing a gap in the market, Headworks booked a stand at the 2016 show to launch its 3D holographic mannequin. ‘It was fascinating to see peoples’ reactions as they walked past our stand — it literally stopped people in their tracks. It really captivated people and drew them in to give it a closer look,’ says Dominic Faraway, founder and creative director of Headworks.

Above: VCG Colourlink’s stand was inspired by a raw aesthetic, concrete and marble finishes, which were combined with geometric shapes in coppers and greys. Right: The backwall of Global Display’s stand featured a layered acrylic hanging installation with interlocking laser cut squares. Below: Graphica Display opted for a space theme comprising a rocket and robot in printed graphics.

Above: Rare Basic created a theatrical display using a variety of textures and materials to launch its new Velvet (male) and Silk (female) mannequins; Below left: Headworks unveiled its 3D holographic mannequin to the industry. Below right: Tree Locate showcased its range of artificial plants, trees and topiary.

The mannequin can talk about the brand or the clothing it’s wearing, and relay up-to-the-minute sales offers or promotions in store. The holographic head can be updated remotely via a central server so the messages are always fresh and relevant. Lucky Fox worked alongside multidisciplinary agency, Studio BLUP to introduce motion to an array of projects that were displayed on a series of screens on tripod stands intermixed with light boxes. Lucky Fox wanted its body of work to do the talking.

Metallics and reflection Metallics were a continuous theme throughout the show, from Panache Display’s new feline friend to spray finished mannequins by Tradelines and Global Display. We can’t mention reflection without acknowledging DZD’s mesmorising Hall of Mirrors installation, which received a lot of admirers.

Cut-outs Design agency 4D Projects specialises in 3D design and demonstrated its skills at layering and cut-outs, adding depth to window displays for the likes of De Beers. Graphica Display opted for a space theme and created a space ship and robot made from printed graphic cut-outs. The VM & Display Show returns to the BDC from 5-6 April 2017. 46



VM + DISPLAY SHOW ROUND UP Fonix Showcased recently at the VM & Display Show, Fonix is the chosen provider for retailers including Arcadia, Coast and Ralph Lauren. Fonix provides custom solutions for press days, window installations and interior store design such as curving screens and digital signage. Through constant research and embracing the latest technology, Fonix is able to deliver exciting and dynamic features for visual merchandisers. Stock includes high resolution indoor panels from 3mm to 10mm pitch. The company is able to provide the ideal solution, whether that’s AV hire for a SS17 press day or stunning technology for your Christmas displays. T. +44 (0)203 012 5566 E: Twitter: FonixLED

Display Logic/3D IMPACT Display Logic with 3D IMPACT are at the cutting edge of display technology. Visitors to the stand saw how the 3D evolution can really begin for their potential customers. With its 3D sculpting and modelling technology mixed with more than 20 years experience in the display industry, the team can deliver fast, innovative and cost effective solutions, developing display concepts into full manufacturing and installations, from joinery to CNC routing, acrylic fabrication, large format printing, vinyl graphic and cardboard engineering. T. +44 (0)1422 381 131 E. Twitter: displaylogicltd

arken POP arken POP has introduced a new forecourt Bannerview display. Designed to provide massive impact for exterior roadside and retail spaces, it offers great opportunities for advertising messages to be clearly viewed when placed strategically in large open areas. Available as 7m wide x 1m and finished in robust powder coated steel with fully updateable printed canvas banners, this sign provides great future-proof and ROI benefits. Bannerview can be supplied in any colour finish with small or large quantities available in four weeks, T. +44 (0)1638 565 656 E. Twitter: arkenPOP

bbrown bbrown is an expert in providing creative display materials to clients across the globe in retail, exhibitions, TV, film and events. Its stock product range includes innovative materials such as glitter fabric, 3D illusion film, PVC, decorative 3D tiles and light enhancing panels; ideal for creating wow-factor displays. bbrown Glitter, one of the company’s most popular special finishes, is ideal for adding glamour to any environment. It’s available in two different finishes and a large range of colours to suit most requirements, including pink, gold, green, red, blue, white, black, purple, silver and bronze. T. +44 (0)3705 329 020 E: Twitter: luvbbrown



SIGNAGE + DISPLAY Signwaves The Signwaves POW! Sign addresses the need for vivid and versatile brand positioning in forecourt promotion. The double-sided POW! fascia sleeve can be cut to custom shapes and vibrantly printed in three different sizes — the largest being up to 1.67m high. This sleeve is ideal for tactical marketing as anyone can replace it within a minute. With no need to re-purchase the base, and with three installation-friendly base options, huge savings can be made on purchasing additional sleeves alone. POW! is available very soon. Capture public attention and raise footfall by registering your interest with Signwaves today. T. +44 (0)1493 419 300 E: Twitter: Signwaves_Ltd

The Alan Nuttall Partnership The Alan Nuttall Partnership has launched a new website to showcase its diverse range of services and solutions, from store fitting to complete design and build projects. Visitors to are able to find out about everything from its award-winning innovative store fit-outs for retail spaces to its main and principal contractor service, as well as its comprehensive range of refrigeration, foodservice and signage and display solutions. T. +44 (0)1455 638 300 E. Twitter: nuttall_ltd

Messagemaker LED specialist, Messagemaker has signed a distributor agreement with Telefax Data Systems to provide real-time digital information and media for its LED displays. Ideally suited to the financial and foreign exchange industries, the OmniDisplay software developed and used by Telefax allows live information to be streamed direct into offices, receptions, retail centres and more. OmniDisplay delivers real-time digital media and live information to audiences via Messagemaker’s LED screen technology, integrating with leading information providers to receive data feeds. T. +44 (0)800 170 7780 E. Twitter: messagemakerLED

Crystal Display Systems (CDS) Crystal Display Systems (CDS) has launched its Transparent OLED (TOLED) called LucidVue for high-end retail digital signage. It eliminates the need for display lighting and showcase box. This development in technology creates so many more options for you to innovate in a world of display. The LucidVue can dramatically improve brand impact, astound your guests/customers, help you to set yourself apart from the competition or inspire the next generation. Possible applications for this new technology include retail promotion, hospitality, exhibitions, museum and entertainment, digital signage and many more. LucidVue TOLED displays are currently available in a 55in module and utilise the very latest production techniques. This self-emitting display enables a crisp image while also offering a high transmittance rate of around 45 per cent. T. +44 (0)1634 327 420 E. Twitter: CrystalDisplays



LIGHTING Zumtobel Zumtobel has provided an LED lighting solution for Gustav Bruynseraede’s boutique on Eiermarkt in Antwerp, where the distinctive collections of the Issey Miyake brand have been exclusively showcased since September 2015. Zumtobel’s miniaturised MICROTOOLS modular LED lighting system was specified, used to accentuate specific items and features. Enthralling lighting effects designed to follow a subtle dramatic scheme draw attention to the store, creating a feel-good atmosphere and helping extend the amount of time that the customer is likely to spend browsing. In the windows, dynamic lighting with various brightness levels gives the impression that the distinctive Issey Miyake mannequins are actually moving. T. +44 (0)1388 420 042 E. Twitter: Zumtobeluk

Bright Spark Solar The new Solar Patio & Plaza Light from Bright Spark Solar combines state-of-the-art LED, solar panel and lithium ion battery technology to produce powerful, reliable and free lighting independent of the mains. This exciting new luminaire is ideal for numerous applications from patios, courtyards and gardens to hotels, restaurants and pubs where its allaround 360° light distribution provides the perfect free lighting solution. With automatic dusk to dawn operation, the Solar Patio & Plaza Light shines at its full 900 lumens power for the first five hours before dimming by 25 per cent for a further seven hours, giving 12 hours night time lighting. T. +44 (0)1628 637 111 E:

Feilo Sylvania Feilo Sylvania has completed a project in sporting goods retailer, Decathlon. Syl-Line HSX units have been installed to provide high performance light, reflecting the top-of-therange sports products found within the south London store. As part of Decathlon’s expansion programme, a UK based lighting solutions business, Swann Lighting, was appointed to provide a lighting scheme for the Wandsworth store in the Southside Shopping centre. Showcasing cycling, running and outdoor equipment meant the quality of light on the shop floor had to be good, whilst minimising energy consumption and heat output. All lighting had to be quick and easy to install, use a trunking backbone system and have the option for integrated emergency lighting and DALI dimming. Feilo Sylvania worked in partnership with Swann Lighting to install a combination of Sylvania Syl-Line HSX units, mounted onto 3.4m Syl-Line trunking, and additional bespoke Swann Lighting luminaires; all installed to deliver impressive light output and fast installation times. T. +44 (0)800 440 2478 E. Twitter: FeiloSylvania


Display Lighting North West family jewellery emporium Mococo chose bespoke lighting from Display Lighting for its stores across the region. Mococo has opened a new store every year since 2006 and lighting is key to their store design. One of the luminaires specified was the CSVL Tubelight Multi, which is manufactured with two 1.5W LED spotlights mounted at 90 degrees to each other so that it can be mounted into the corners of counters and circular showcases; each of the spotlights are independently adjustable. T. +44 (0)161 207 3355 E. Twitter: DisplayLighting

Retail Focus RH Hacel.qxp_Layout 1 11/01/2016 16:50 Page 1

Linear Light Maximising the in store experience, the precision engineered, contemporary Linear Light horizontal lighting systems by Hacel provide stylish and versatile ambient and accent lighting solutions. Specified in black, Linear Light blends seamlessly with the dark ceiling to reflect the multifunctional retail architecture. Sophisticated Style, Intelligent Innovation

Introducing our New, Redesigned and Interactive Website at


TECHNOLOGY Info-CTRL Cath Kidston has selected Info-CTRL for Retail to manage all of its merchandising data, providing greater accuracy, security, visibility and efficiency for all of its merchandising operations. Info-CTRL is a unique system that enables master data to be held securely in the cloud and then downloaded directly into users’ spreadsheets. It means that each person in the merchandising, finance or supply chain teams can access information in real time, while continuing to use their own spreadsheets. T. +44 (0)845 5205 233 E: Twitter: InfoCTRL1

Futura Retail Solutions Santoro has selected the Futura retail platform and EPOS solution to spearhead its move onto the UK retail high street, with the opening of its first store in Bath. This move with its own retail presence celebrates Santoro’s 30th anniversary. Futura’s retail management platform will provide Santoro store managers with an easy-to-use, cost effective and powerful EPOS solution with live stock data and fast transaction throughput to improve performance in store, with a range of modules supporting CRM, gift cards and points-based loyalty programs. T. +44 (0)1189 841 925 E. Twitter: Futura_retail

DENSO Auto-ID DENSO Auto-ID Business Unit introduced three innovations at RBTE in March. The new QK30 scanner, combined with a QR Code by partner company Yoyo Wallet, makes an all-in-one cashless payment and loyalty system possible at the POS. Additionally, DENSO presented two innovative versions of the revolutionary QR Code: the FrameQR Code and the forgeryproof Secure QR Code SQRC. Another highlight was DENSO’s presentation entitled ‘The Future of QR Codes in Retail’. Visitors could learn more about innovative digital solutions for the retail business. DENSO’s solutions show how important it is that technology and retail develop strategies together and are mutually supportive. T. +49 211 88252 450 E.

Avire Avire has supplied LCD displays to two buildings in Shenyang, China, in partnership with Schindler. The lift safety and communication specialist has provided 37 C1 E-Motive displays for the China Resources MixC Shopping Mall, in Shenyang’s Golden Corridor Plaza. The 7in displays are installed in both the landing areas and lift cars. The 250,000 sq m, seven-storey structure features more than 200 shops, as well as catering and entertainment facilities. Avire has also supplied six 15in C2 multimedia displays from E-Motive for the landing stations in China Resources Land Mansion, a 70,000 sq m, 36-storey office building on Shenyang’s Golden Corridor. Avire designed the layout of both the C1 and C2 displays according to Schindler’s specific requirements. T. +44 (0)1628 540 100 E. Twitter: @Halmaelevators



56 PAGE CATALOGUE ON REQUEST The Urban Vintage collection from Andy Thornton includes a complete range of industrial-style retail display products including shelving units, garment rails, drawer units, cabinets, trolleys and display tables, plus furniture, decorative lighting and tin tiles. Send for your copy. Call: 01422 376000 Email: Online:



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FLOORING + SURFACES Fila Surface Care Solutions FILA’s surface care range includes a variety of treatments for floor renovation, from robust, textured porcelain to original quarry tiles and encaustics. All products are designed to provide high coverage and performance, whilst providing a safe application and protecting original surface characteristics. There are 36 surface care treatments — from stone and ceramic stain proofers, to grout protectors and cleaners. The range is recommended by 220+ leading tile manufacturers and stone suppliers. T. +44 (0)1584 877 286 E: Twitter: Filasurfacecare

Armourcoat Armourcoat has announced the introduction of a refreshed company website and logo to coincide wiht the launch of a major new product for exterior wall applications. PPX (Polished Plaster eXternal) is a polymer-filled limestone render system suitable for new build and renovation projects, producing stunning honed and textured finishes for external spaces. The introduction of PPX represents entry into a significant new market for the company. Armourcoat also offers a complete PPX External Wall Insulation (EWI) system to provide outstanding thermal insulation tested to stringent ETAG standards. T. +44 (0)1732 460 668 E: Twitter: Armourcoat

Amtico Amtico will be previewing one of its latest innovations in Luxury Vinyl Tiles (LVT) at Clerkenwell Design Week, on stand DP13 at St John’s Square Pavilion. In June, Amtico wil be launching a refreshed version of its Signature Collection, which has been carefully curated to reflect both customer demands and changing trends within interiors. Thirty new designs make up the 163-strong collection with the Wood, Stone and Abstract palettes. New Innovation Products on show will include Umbra, a master of shadow and drama. T. +44 (0)121 745 0800 E. Twitter: AmticoFlooring

Armourcoat Cafe Football, a 140-seat restaurant in Westfield Stratford has specified a new external render system from Armourcoat. PPX is a polymer-modified limestone render system suitable for new build and renovation projects, producing stunning honed and textured decorative surface finishes. Designed by Checkland Kindleysides, the restaurant is warm and welcoming, with hints of football culture running throughout the menu and decor. Armourcoat PPX (Polished Plaster eXternal) has been used to striking effect on the full width external facade, incorporating the distinctive Cafe Football branding used throughout. An urban concrete effect has been achieved with additional layering techniques to achieve the desired look. In addition, large branded planters in the same finish marks out the al-fresco dining space. T. +44 (0)1732 460 668 E: Twitter: Armourcoat



FLOORING Karndean Designflooring Making the decision to close its flagship New Street Birmingham store, specialist bookshop giant Waterstones looked to transform its high street shop into a brighter and more welcoming space for city centre shoppers by replacing dull, dark carpets with Karndean LooseLay. Tasked with re-designing the entire store, Waterstones’ in-house design team looked to Karndean Designflooring in place of a dated vinyl flooring. Waterstones opted for a modern feel when selecting the distinctive open grain patterns and soft, flaxen blonde highlights of Karndean LooseLay, Providence LLP108 across all five individual floors including the 42 seat café and interactive children’s area. ‘Having only nine weeks to refurbish 1,672 sq m, we were immediately impressed with the Karndean LooseLay collection for its quick and easy installation and extra-large plank design,’ says Karen Cook, shop development manager at Waterstones. ‘It was important for us to create a place where our customers and all book lovers will feel comfortable and at home. By opting for the natural warm look of real timber in a vinyl plank design, we were able to achieve the right ambience and avoid the practical drawbacks of maintaining a real wood floor. Likewise, the acoustic benefits and high wear layer will help us accommodate the increased footfall expected.’ T. +44 (0)1386 820 104 E. Twitter: KarndeanComm


International Decorative Surfaces

Luxury vinyl tiles from Polyflor’s design-led Expona Commercial range were recently chosen to create a sleek, modern look for innovative skincare brand GENEU’s flagship store on New Bond Street, London. Hard wearing Expona Commercial luxury vinyl tiles in the Exposed Concrete design were installed in the new Mayfair store where GENEU offers the world’s first in-store DNA test for personalised skincare. Managed by Karen Higgins Projects, this realistic stone effect floorcovering was used as part of the store design in main consulting and treatment areas. The Expona Commercial range featuring 55 wood, stone and effects design options with surface textures for added authenticity.

Featuring 15 new designs, the Tuscan wood flooring collection from IDS has been relaunched. The 37-strong collection includes the most popular sellers with the added injection of fashionable greys, smoked woods and herringbone parquet that keep it on point for the latest trends. Enhancing any new build or renovation project, the FSC certified collection comes with the assurance of a 10 year warranty for solid wood and a 25 year warranty for all other décors. Offering wide design and installation flexibility, the complete Tuscan range offers solid wood, multiply, engineered and Elite engineered flooring, together with wide planked and agedistressed options in Vintage and Grandé.

T. +44 (0)161 767 1111 E. Twitter: Polyflorltd

T. +44 (0)8457 298 298 E. Twitter: idsurfaces



NEW The Expona SimpLay collection of loose lay vinyl tiles and planks offers 38 authentic reproductions of beautiful natural and abstract materials presented in an adhesive-free heavy commercial product, designed to reduce installation time.

Find out more at Order your free brochure and samples from the Polyflor website or by calling 0161 767 2551

2506 Grey Country Oak Free of charge samples



focusFlooring on: A touch of opulence Amtico Signature Quill products in Sable, Kohl and Gesso have been used in a striking Herringbone pattern at Sears Balcony Champagne Bar at Selfridges in Birmingham. Andrew Kirk, Harrison’s lead designer on the project, says: ‘Amtico was a product chosen by the in-house team as it has been tried and tested in other stores throughout the UK. With the time restraints we were under to complete the new-look restaurant, it was apparent that using Amtico meant a quick, easy and clean installation. Using a quality vinyl product from the Signature range allowed us to create a bespoke, opulent design, which was perfect for the space.’

Retail floors receive a huge amount of footfall each day, so it’s essential that they are hardwearing, scratch resistant and easy to clean to remain looking at their best. This issue, we bring you a variety of flooring solutions that are keeping up appearances in store.

Finishing touches Osmo UK offers Polyx-Oil 2K Pure, a twopart hardwax oil that has been designed for professional use in high traffic areas. As well as providing more robust protection, the two component system includes a hardener that rapidly reduces the drying and curing times; a major advantage for commercial use such as retail environments. Polyx-Oil 2K Pure is ideal for high traffic areas due to its much tougher and hardwearing results.

Urban feel Since launching its Urbanist Collection last year, Ted Todd has been impressed at how creative and versatile the collection has proven to be, from football clubs to estate agents. Clients can choose from three widths of planks, herringbone or chevron in any combination of the 10 colours in the range, all with a slightly distressed finish. Even though they may have a slightly worn look, the air-dried lacquer finish ensures they are extremely durable with no colour fading. Each floor is delivered fully finished, meaning there is no additional on-site finishing ensuring fast installation and easy maintenance. It also has solid eco credentials, with all floors in this collection being FSC–certified.



Solid choice Junckers has supplied solid hardwood flooring to fashion company Noa Noa on Strøget in Copenhagen. To add a natural, warm feel to the monochrome interior scheme, the store designers opted for single stave blocks in black oak. The floor is finished in rustic black oil for a matt finish, which gives an instant vintage feel to the wood. The company has more than 100 solid hardwood flooring options to choose from, as well as the possibility to create a bespoke floor.

Setting the mood

Modern twist

Luxury vinyl flooring from Moduleo responds extremely well to wear and tear. It is very low maintenance and almost effortless to clean, making it ideal for use in retail environments. The company’s new Moduleo Moods collection is its latest offering and provides clients with a creative studio in which they can combine 10 flooring formats to create up to 110 wood and stone-effect designs. Moduleo Moods is due to launch later this year, but visitors to Retail Design Expo in March got a peek at the new range.

Kährs has introduced Chevron, a new collection of patterned wood floors. Offered in four on-trend colour tones, Chevron creates a classical parquet look with speed and ease. Matching frameboards can then be used around the edge of a room, to create a border for the design. Unlike traditional parquet staves that are glued down piece-by-piece, Chevron has a modern, plank format, measuring 1,848mm x 300mm x 15mm, which is fast to install. The angled chevron pattern and ‘parallelogram’ short ends create the continuous V-shaped design, which is further emphasised by a bevelled edge. All boards are brushed to create a tactile lived-in look, which complements the warm white, weathered grey, classic brown and dark brown colour tones and the lively oak graining.

Mix and match Shaw Contract Group introduces Vertical Layers, a collection inspired by the beauty of surfaces exposed to the elements of time. The range features five new carpet tile styles — Expose, Relief, Uncover, Tinge and Undertone — which bring in design effects such as paint peeling off wooden surfaces, oxidisation, and weathered and worn looks. The design-led collection can be mixed and overlaid, offering flexibility and allowing for continuity within the space. The designs are further enhanced by texture, adding an extra dimension to the surface and providing even greater diversity when combined with patterns.



Retail Supplier Directory, find the specialist retail products and services you are looking for from leading suppliers around the world. Retail Supplier Directory Visit the Retail Focus online directory at to discover a comprehensive list of the UK’s leading retail suppliers. Each listing contains indepth 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



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: 01273 582241 E: W: S.

Bespoke Display

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.

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, 020 3260 3888 E. S.

T 01892 890608 E: W S: spur_creative

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 814200 E: W: S:

Aluminium Fittings

Bespoke Display

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.

Original suppliers of display fabrics, textiles, PVC and polycarbonates for retail displays and exhibition stands since 1934 Backgrounds have been our background since backgrounds began and B Brown have more than 400 in stock.

Walker Bros (Elland) Ltd is an Engineering Manufacturing company specialising in sheet metalwork and plastic fabrication. We supply precision metal and plastic products, components and light fabrications to a broad range of industries and markets throughout the UK and Europe.

IGNITION is an independent creative company Our multi-disciplined team work together to deliver exceptional retail and commercial environments, global exhibitions and brands.

T. 01325 351 276 E. W. S.

T, 08705 340 340 E. W. S.

T: 0 01422 310767 E: W:

T, +44 (0) 1179 725168 E. W.

Aluminium Fittings

Walker Bros (Elland) Ltd is an Engineering Manufacturing company specialising in sheet metalwork and plastic fabrication. We supply precision metal and plastic products, components and light fabrications to a broad range of industries and markets throughout the UK and Europe. T: 0 01422 310767 E: W:

Bespoke Display

Hello Flamingo is a creative company for the retail and event sector, specialising in window displays, in store solution, POP ups, project management, design, manufacture and installation for bespoke projects at our fully equipped manufacturing workshop.

T: 01273 585768 E: W: S.

Bespoke Display

Brochure Holders

Design Consultancies

Design Consultancies

Brochure Holders International Limited is part of the global Taymar group recognised as a leading manufacturer of premium quality injection moulded leaflet holders and display solutions. Committed to on-going product development the Taymar group offers one of the world’s largest collections of ‘clear view’ wall, floor and counter standing brochure displays.

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)1473 229250 E: W:

T, +44 (0) 1858 414275 E. W. www. S.

Balloons & Bunting

Bespoke Display

Climate Control


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

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.

Air Control & Development Ltd are Daikin, Mitsubishi and Toshiba accredited contractors, specialising in providing quality air conditioning, ventilation and overdoor heater installations, service & maintenance within the retail sector.

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, 01494 774376 E. W.

T: +44 (0)8450 944 699 E: W: S:

T 01922 455523 E: W: S:

T: +44 (0)1638 565656 E: W:




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 0093 E: W: S.


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: W: S:

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.

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: +44 (0) 1634 292 025 E: W: S.

T 01892 890608 E: W S: spur_creative




Display - Digital

GDP display, manufactures, delivers and installs world-class retail environments, store fixtures, displays and visual merchandising equipment. GDP is truly Global, through its activities in many parts of the world. We have supplied high-end displays and furniture to successful retail brands throughout Europe, North America, South Africa and South East Asia.

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.

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.

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: +44 (0)1582 433 771 E: W: S.

T 01892 890608 E: W S: spur_creative

T, +44 (0)845 481 8020 E. S.

T: 01923 800666 E: W: S.



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 instore graphics, window vinyls and 3D bespoke window displays to full multi location campaign roll outs.

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: 0161 477 8501 E: W: S.

T: 01923 800666 E: W: S.


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 320636 E: W: S:




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.

Woodwood Group –Tx Frame UK are a specialist in tension fabric display systems and LED light boxes. We are able to deliver the highest quality service with a friendly but professional approach to ensure you receive the spectacular results you deserve.

Armourcoat is the world’s foremost supplier of polished plasters, sculptural effects and innovative surface finishes.

T, 01767 682756 E. S.

T, 01376 295 016 E. W.

T. +44 (0)1732 460 668 E. W. S.



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 3730073 E: S.


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: W: S.



Interactive Displays

Permanent POS


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.

> In house design and manufacture of permanent displays > Powder coated steel, stainless steel, plastics and print used in any combination > Rapid prototyping and batch manufacture > Confidentiality assured > Let us help you improve your product sales` Find out why our customers keep returning for more………

> In house design and manufacture of permanent displays > Powder coated steel, stainless steel, plastics and print used in any combination > Rapid prototyping and batch manufacture > Confidentiality assured > Let us help you improve your product sales` Find out why our customers keep returning for more………

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: 01482 345067 E: W: S. @JCR_POS

T: 01482 345067 E: W: S. @JCR_POS

T. 01325 351 276 E. W. S.

T: +44 (0) 1634 292 025 E: W: S.



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.

Custom made, 20mm deep LED Edge lit ‘Diamond’ light boxes, and 8mm deep ‘Garnet’ light panels for retail display, signage and advertising.

T: 0116 262 5933 E: W: S. LEDSolutionsUK

Literature Display Solutions

T: 0333 123 0345 E: W Web:



Hello Flamingo is a creative company for the retail and event sector, specialising in window displays, in store solution, POP ups, project management, design, manufacture and installation for bespoke projects at our fully equipped manufacturing workshop.

T: 01273 585768 E: W: S.

Retail Consultancy


GENESIS MANNEQUINS design and produce high-class and trend-lead shop window mannequins, busts and displays for the international fashion industry. Additionally we offer style, trend and product consultation as well as a comprehensive after-sales service.

T: +49 (0) 5752 1803 0 E: W: S:


Panache revised logo 1


Brochure Holders International Limited is part of the global Taymar group recognised as a leading manufacturer of premium quality injection moulded leaflet holders and display solutions. Committed to on-going product development the Taymar group offers one of the world’s largest collections of ‘clear view’ wall, floor and counter standing brochure displays. T: +44 (0)1473 229250 E: W:

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: W:

Since the ‘glam’ days of the 1970s, Panache Display has been a lead player in the global fashion business producing ever-changing looks to set its own trends in mannequin design and visual display - while establishing an enviable reputation for quality, as well as, creativity.

T, +44 (0) 1788 543 331 E. W. S.

T: +44 (0) 20 8752 2520 E: W: S:




Air Control & Development Ltd are Daikin, Mitsubishi and Toshiba accredited contractors, specialising in providing quality air conditioning, ventilation and overdoor heater installations, service & maintenance within the retail sector.

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 instore graphics, window vinyls and 3D bespoke window displays to full multi location campaign roll outs.

Specialist Stockist of Aluminium Extrusions and Mild Steel Fittings for the shopfitting industry.

T 01922 455523 E: W: S:

T: 0161 477 8501 E: W: S.


We are a global retail agency. Visual Thinking develops strategy, skills, hearts and minds to deliver retail excellence and transform brand performance.

Extensive stock held of: *Slotted uprights *Aluminium slatwall *Perimeter Sections *Corner sections *Design and bespoke service. T: 01273 582241 E: W: S.

VM - Training & Tools

We are a global retail agency. Visual Thinking develops strategy, skills, hearts and minds to deliver retail excellence and transform brand performance.

T, +44 (0) 1788 543 331 E. W. S.



After a stint of freelancing in the VM industry, Central Saint Martins graduates Gemma Ruse and Xavier Sheriff set up StudioXAG in 2009. The team specialises in art direction, design and fabrication for retail environments and produces some of the most exciting window displays in the UK. Here, Ruse talks recent work, the rise of digital and her love for big scale projects. RF. What drew you to a career in VM and retail design? GR. I love that it’s a really fast paced industry and you can go from receiving a brief to seeing your designs in store in a matter of weeks. I trained in fashion design and found the nature of working on the same collection for six months a bit tedious. I love working across lots of different projects for different brands and stepping into the aesthetic of each. It’s also a great opportunity to see your work in a highly visible public forum. RF. Where do you look for inspiration? GR. Everywhere! Exhibitions, books, magazines, films, the internet, basically everything around me. I recently travelled to the Salone del Mobile in Milan, which was fantastic this year. I also take a lot of inspiration from all the materials and scenarios that surround me daily, whether it be a printed mesh on a building site or the way a table leg is constructed in a restaurant, I am constantly taking photos of materials and techniques to use on a current or future project. RF. What materials do you enjoy working with the most? GR. Personally, I love to work with cardboard, paper, fabric. I love being able to make a 2D sheet into a complex 3D shape with some clever cutting, folding and sticking. I also really enjoy the process of sculpting, though it’s not something I do very often. As a studio, we work with wood a lot and I love how solid and secure big timber shapes are; a lot more forgiving than paper/card! RF. What trends are you noticing in VM right now? GR. The rise of digital is impossible to ignore. The integration of technology is becoming more and more prevalent. In some cases it can be a bit gimmicky but in others it really enhances the shopping experience. Charlotte Tilbury’s new Covent Garden Flagship store is a good example. We worked with them on the design of the physical space and the brand really cleverly integrated cutting-edge technology to create a seamless consumer experience combining both physical and digital. RF. Are there any that you wish would disappear? GR. Permanent window systems with an updating campaign graphic, too boring!


RF. What would be your dream project? GR. I love to work on really big scale projects. Last year we designed a year’s worth of installations to launch the newly built Lotte World Casual Mall in Seoul, South Korea. The scale of the project was huge, with enormous in-store displays filling four floor atriums; the windows alone were over 20m-wide each. It’s such a joy seeing your ideas brought to life on a big scale, when you are so familiar with the tiny versions on your computer. It would be amazing to do more jobs like that and to work more internationally. It would be incredible to design and build a huge installation at the Salone del Mobile next year. RF. What’s been your most ambitious project to date? GR. It would probably have to be the Christian Louboutin 20th Anniversary at Selfridges, or Charlotte Tilbury’s Beauty Festival in the same space. Both took over the Selfridges concept store and four windows along Orchard Street. Each project came with it’s own specific set of challenges. Either those projects or the time we took over all Galerie Lafayettes’ windows to launch Diesel’s Loverdose fragrance. The whole project was turned around in just over five weeks from brief to install. RF. What are you working on at the moment? GR. We have just finished lots of installations over the past couple of weeks. You can see our Mirror the World windows in Vivienne Westwood stores across the UK, a tropical print takeover of Karen Millen’s flagship windows, plus a Kenzo pop-up shop at Selfridges. I can’t tell you what’s coming next but we are as busy as ever and working on a really exciting huge project that will go live this September. Watch this space!

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