Retail Focus September 2014

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Features Regulars Head over heels

Designed by the late David Collins, Harrods Shoe Heaven spans almost 3,900 sq m and houses more than 100,000 pairs of shoes from some of the world’s finest footwear brands.

Regent Street 31 RIBA Windows Project

61 Dover Street Market

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Leader

16-17 W indow shopping Inspiring window displays from around the globe.

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22-29 Project Focus

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Harrods Shoe Heaven: Curzon: Pro-Direct

Diary

11-14 N ews

Top of the POPS Karl McKeever As the third series of TV show The Fixer hits the air, Karl explains how he would begin to fix the independents.

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35 Lighting supplement

Beacon technology

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Opinion

While the digital age has brought with it the social media tools to amplify brand association, it is the physical space where consumers live the experience, says Darren Turrell of Embryo Studio.

Focus on: POP & display

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Q&A

John Cheston, group managing director at Smiggle, on launching in the UK and what sets the stationery brand apart from the competition.

63-67 Products Products and services for the retail industry.

www.retail-focus.co.uk

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September ‘14 As this issue goes to press Apple is set to announce the iPhone 6 smartphone, running the new iOS 8 operating system. The new device is rumoured to incorporate NFC technology and as such, Apple is thought to be in the process of updating its in-store iBeacon sensors and NFC readers.

Apple first began rolling out the technology across its retail stores in 2013. A handful of UK brands and retailers are also trialling the locationbased technology in an effort to improve and enhance the in-store shopping experience for customers. This month we look at some of the challenges and opportunities of implementing beacons in retail (pages 56-57).

As part of the London Design Festival, The Royal Institute of British Architects (RIBA) has this month unveiled its fifth annual RIBA Regent Street Windows Project, which partners up-and-coming architects with retailers to create captivating installations. Brands participating on and around Regent Street this year include Hackett, working with Jerry Tate Architects, Topshop with Atmos and Gant with Sybarite Architects. Take a look at all 15 stunning window displays in this issue, on pages 31-33.

Also this month, we look at how London concept store, Dover Street Market is celebrating its 10th anniversary (page 61) and we step inside Pro-Direct’s first physical retail space (pages 28-29). That’s on top of our annual Lighting supplement (pages 35-54).

Enjoy!

Gemma Balmford Editor

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Display Sales

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diary

Alexander McQueen: Savage Beauty The V&A, London 14 March - 19 July 2015

Bird’s Nest Headdress, made with Swarovski Gemstones by Philip Treacy and Shaun Leane for Alexander McQueen AW 2006

Alexander McQueen: Savage Beauty is the first and largest retrospective of the late designer’s work to be presented in Europe. Spanning his 1992 MA graduate collection to his unfinished A/W 2010 collection, McQueen’s designs will be presented with the dramatic staging and sense of spectacle synonymous with his runway shows. The exhibition is based on the original version of Savage Beauty at the Metropolitan Museum of Art, New York organised by the Costume Institute in 2011 and is in partnership with Swarovski and supported by American Express. Tickets go on sale on 25 April 2015.

V_and_A www.vam.ac.uk/savagebeauty

VM & Display Awards Grand Connaught Rooms, London 3 October 2014

POPAI Awards The Tower, St Katharine’s Way, London 9 October 2014

MAPIC Palais des Festivals, Cannes, France 19-21 November 2014

Now in their tenth year, the VM & Display Awards celebrate the best in visual merchandising and retail display. Taking place at the Grand Connaught Rooms in London on Friday 3 October, awards categories will include Best Christmas Window, Best In-Store Branding, Best Window Graphic and Best Sale Window.

The retail marketing industry will gather in London in October to celebrate the best of British and Irish point-of-purchase design. The POPAI Awards 2014 ceremony will take place on Thursday 9 October at The Tower Hotel in London and will be hosted by TV comedian and actor, Marcus Brigstocke.

This year MAPIC celebrates its 20th anniversary. Taking place in Cannes, the event is a key meeting point for retailers looking for partners, and property developers and owners looking for retailers to enhance their sites. The three-day event incorporates meetings, conferences and an exhibition.

VMDisplayShow www.vmanddisplay.com

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popaiuki www.popai.co.uk

MAPICWorld www.mapic.com

THEORY

news

Selfridges opens in-store cinema Selfridges London has collaborated with Everyman Cinemas to open what is thought to be the first department store-based cinema. Opened on 5 September on the Oxford Street store’s lower ground floor, the 60-seater, 325 sq m cinema will screen both national releases and a regularly updated and curated themed film programme.

Entering beneath a classic illuminated canopy, visitors are greeted at the concierge desk and invited into the architecturally designed interior. The venue features an adjoining bar area furnished with an assortment of bar stools, banquet seating and club chairs, and offers a selection of wines and snacks from the Selfridges’ food hall.

The screening room incorporates an eclectic mix of Everyman’s trademark sofa seating and offers a state-of-the-art sound and vision experience.

The cinema takes over the Ultralounge, Selfridges’ dedicated special events and

experiences space which, for the past nine years has played host to many initiatives, including young British artists shows curated by Kay Saatchi, exhibitions by urban artists, Vivienne Westwood’s iconic shoe exhibition retrospective, and an exclusive immersive 3D musical experience by musician Brian Eno. Commenting on the opening, Retail Focus columnist and VM specialist, Karl McKeever says: ‘Clearly, there is a growing need for retailers to reimagine the retail space in order to increase dwell time and, indeed, provide more reasons for shoppers

to visit in the first place. Too many retailers turn too quickly to shopper technology in their attempts to bring retailtainment to the in-store experience. A cinema in-store is, in some ways, idiosyncratic for retail’s digital age of mobile technology, augmented reality and Apps, but with its indie vibe, choice of films and synergy with the retailer’s wider masters – showcasing influential designers – it’s perfectly weighted for the brand, and a great example of how to deliver real theatre in-store through imaginative temporary retail installations – and do it well.’

adidas Originals opens London flagship adidas Originals has opened a new flagship store on Foubert’s Place, just off Carnaby Street in London. Adapted from Sid Lee’s original design concept by rpa:group, INK Associates and Eyelevel, the 295 sq m store is the latest destination in a global series of Neighbourhood outlets, which aim to connect to the city’s unique district and provide an authentic hub for creativity and inspiration. adidas has partnered with a range of local talent for the store launch, including photographer Charlotte Rutherford, street artist Malarko, animator Andy Baker, multimedia artist Anna Lomax, photographer Nina Manandhar, and spoken word artist, George the Poet.

James Breaks, head of design at rpa:group, comments: ‘The new adidas stores worldwide are highly conceptual spaces, designed to creatively interact with the surrounding urban

environment and encourage consumers to engage with the retail space itself. In all of the new concept stores adidas has provided authentic hubs for creativity and inspiration and this is well illustrated in the London store.’ adidas originals has so far opened Neighbourhood stores in Berlin, Shanghai and Seoul as well as London.

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news

In brief...

Retail spending at Network Rail’s 19 managed stations has grown for the ninth quarter in a row. Hotel Chocolat, Isle of Flowers and The Harry Potter Shop and specialist foods from Wasabi, Nampo, Mi Casa and Patisserie Valerie have led the growth.

UK mannequin specialist, proportion>london has announced the completion of a management-led buyout.

Mark Henderson, former CEO and current chairman of Savile Row tailor, Gieves & Hawkes will join the business as chairman, while Keith Fox will continue in his role of managing director.

McArthurGlen, one of Europe’s leading owners, developers and managers of designer outlets, is to submit a planning application to Ashford Borough Council to add around 9,290 sq m of retail to Ashford Designer Outlet. It is Ashford Designer Outlet’s first extension since the centre opened in 2000 on the outskirts of Ashford, in Kent.

Netherlands-based ARCADIS is to acquire global architecture and design firm, Callison in the third quarter of 2014. The global natural and built asset design and consultancy firm also owns EC HARRIS, RTKL and Langdon & Seah.

Ted Baker redesigns Regent Street store British fashion label, Ted Baker has reopened its Regent Street store in London following a makeover. Designed in-house, the 555 sq m space - called Ted’s Crown Jewel - is spread across two levels and draws inspiration from the surrounding area.

Key interior design elements include a decorative brass accessories unit on the first floor, which is lit from the base and surrounded by bespoke diamond and emerald-coloured glass pendants. The unit features a large rotating emerald in the centre, which is being lifted by eight magpies who are effectively stealing Ted’s Jewel in the Crown.

In keeping with the theme, the cash desk upstairs houses a selection of jewellery, keepsakes, stones and gems

displayed in vintage jewellery boxes that open and shut at regular intervals.

To celebrate the opening, Ted Baker collaborated with digital agency, Plastic Interactive to offer customers a virtual game experience, with the chance to win a £1,000 shopping spree.

John Lewis to trial own-brand opticians Department store chain John Lewis is to open two John Lewis Opticians in its Stratford City and Cardiff branches this autumn. The new optical service is the latest step in the retailer’s strategy to expand the retail offer in its shops and follows the launch of Kuoni concessions in eight John Lewis branches as well as a number of catering collaborations.

Commenting on the move, Sean Allam, director commercial operations, John Lewis says: ‘We want to give our customers compelling reasons to visit our shops and believe that the time is right to launch a service that provides the right mix of fashion leading product and top quality eye care. John Lewis

shoppers rely on us to provide the very best in customer service and product assortment and John Lewis Opticians takes that one step further, offering top class eye care coupled with a range of world leading brands.’

The concessions will offer brands including Giorgio Armani, Prada and Ray-Ban as well as a wide range of children’s frames.

Radley unveils new store concept British handbag label, Radley is to roll out a new concept across its UK and international stores. Designed in-house, the stores will house the company’s colourful handbag collections as well as accommodate the growth of key new categories, including watches and eyewear.

Radley’s Covent Garden flagship store in London is one of the first British stores to be revamped with a further six UK stores due to be transformed over the next 12 months. Overseas, the brand’s first store in Taiwan has been

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built around the new concept, while the second - due to open in November - will also feature the new concept.

Lucie Watkins, head of creative at Radley, comments: ‘We like to look everywhere for inspiration and where better to look than our birth place and home town. From the brick walls, to the lampposts and cast iron railings, we have tried to bring a little bit of London in to each of our stores.’

The new concept also incorporates in-store iPads, offering customers the opportunity to click and collect.

news

Harrods to launch new perfumery retail concept Harrods will unveil a new retail concept for perfume connoisseurs at the end of September as part of the London store’s multimillion pound refurbishment.

Occupying 472 sq m on the sixth floor, the Salon de Parfums will present some of the world’s finest and rarest scents, alongside bespoke perfume creation and personalisation services.

Designed to create a more intimate retail experience for perfume connoisseurs, the department has an elegant colour palette that draws on soft greys and

warm natural tones. A long, tile-floored corridor will lead between 11 dedicated brand boutiques, the entrances to which are set at intervals on either side.

Architectural columns, embedded vitrines and decorative light fittings embellish the corridor walls and add to the rarefied atmosphere.

At the end of the corridor is a fragrance gallery, an oval-shaped room featuring luxurious seating and a statement crystal chandelier.

‘The launch of the Salon de Parfums

Christian Louboutin reopens first London store

on the sixth floor is a landmark addition to Harrods’ perfumery portfolio,’ says Mia Collins, head of beauty at Harrods. ‘As fine fragrances become ever-more desired for their sophistication and power to captivate the senses, we were inspired to develop a unique perfumery concept. The Salon de Parfums will consist of 11 individual boutiques and a fragrance gallery offering exclusive services. This will create an immersive fragrance experience without parallel.’

Luxury French designer, Christian Louboutin has reopened his first London store on Motcomb Street in Knightsbridge. Designed by Pentagram, the 42 sq m modern, stylish and sumptuous space houses the brand’s women’s shoes, bags and small leather goods.

The interior features a plush, signature Christian Louboutin red carpet with rich, soft cream ottomans incorporating subtle accents of red piping.

Polished brass alcoves showcase the shoe collection, while bags are displayed on brass stands along the wall as well as in a windowed compartment of a solid brass cash desk.

A scalloped leaf embossed feature embodies the back wall and rises into the ceiling.

The store design is further enhanced by stylised art deco furnishings and a bespoke light sculpture created by French sculptor, Patrice Dangel.

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news

JHP creates new duty free store for Dufry Global duty free retailer Dufry has worked with JHP Design to develop a new store format at São Paulo’s Guarulhos International Airport in Brazil. Opened in readiness for the 2016 Olympic Games, the ‘grand affordable bazaar’ houses some of the world’s best fashion, beauty, confectionery, fine wines, watches, electrical goods and accessory brands.

‘Brazil is unique in that due to very high import taxes, its airport “arrivals” stores generate far more revenue than those in departures,’ says a spokesperson for JHP. ‘The result is that arrival stores are vast and of almost hypermarket scale, representing the ultimate meeting of luxury and commodity. A grand array of products are bought literally by the trolley-load with some of the highest basket values in the world.’

Barber Design creates new store format for SimplyBe and Jacamo The new store concept features the latest in digital media and payment technology, and incorporates spaces for events, product demonstrations, digital branded zones, and consultation points.

‘We set out with Dufry to revolutionise the Brazilian travel retail sector,’ says JHP’s managing director, Steve Collis.

‘A visit to the new Dufry store provides a stimulating experience that blends glamour with great prices, commodities with luxury products.’

Internet and catalogue home shopping company, N Brown Group has collaborated with London-based Barber Design to develop a new store format for its SimplyBe and Jacamo brands. The first joint store to feature the new concept opened in Belfast in August, with a flagship store expected to open on London’s Oxford Street this month.

The company also plans to open stores in Merry Hill, Edinburgh and Norwich later this year.

Next creates template for future Home and Garden stores Next has unveiled the latest development of its fashion, home and garden format at Hedge End in Hampshire. Designed

by Dalziel & Pow, the concept unites the retailer’s full fashion offer with an expanded homewares department, a Costa-operated cafe and garden centre.

The new store is the first in the retailer’s estate to be built entirely from the ground

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up and to feature the new womenswear department concept.

‘The architectural design developed in association with Stanton Williams Architects breaks from the generic “shed” structures usually associated with out-oftown retailers,’ says a spokesperson for Dalziel & Pow. ‘Clad in natural limestone, the building has a premium, contemporary

aesthetic and distinctive, ownable architectural identity.’

Spanning three floors and an internal mezzanine level, the 5,184 sq m Hedge End store is among the largest in the retailer’s UK estate and previews a number of stores of this scale and quality in the coming months.

visual merchandising

Window Jigsaw This abstract photography scheme at the Jigsaw store in Kensington, London is the first of the brand’s AW14 windows. The display is the first of five tailoring focused windows.

shopping Inspiring window displays from around the globe

Coach This ‘Colorful Creatures’ display at Coach celebrates high summer with a playful range of oversized, beautifully crafted animal heads in vibrant seasonal colours. Staying true to the unique nature of Coach’s craftsmanship, the design explores subtle yet bold colour uses and material combinations such as foam, felt and metal. Brilliant colours, unique shapes, and patterns with expressive faces are what make these creatures fun, unexpected and bold.

Debenhams The Autumn 2014 windows and interior scheme at Debenhams is inspired by Chanel’s AW14 supermarket catwalk show at Paris Fashion Week, as well as Anya Hindmarch’s Mini Mart on London’s Mount Street. Each window has a colour theme that works with the season’s keys colours, including Winter Greens, Sweet Pastels, Blue Wash and Lipstick Reds.

Debenhams collaborated with a number of suppliers, including PLANarama who created the walls of the supermarket, all of the printed 3D supermarket products and the hanging signage.

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visual merchandising

DAKS For the third instalment of DAKS 120th anniversary window display, Millington Associates has brought the outside in, capturing a seaside landscape to act as an inventive yet traditional backdrop to the clothing.

Rubaiyat Modern Luxury Luxury retail store, Rubaiyat Modern Luxury has worked with UK-based Prop Studios to create a series of carnival-themed window displays for a department store in Saudi Arabia. The display was designed by visual and creative manager, Amra Alabdalilsharif and manufactured and installed by the Prop Studios team.

The Body Shop The Body Shop worked with Lucky Fox to produce this summer window at its Oxford Street flagship for the launch of the new Body Sorbet and Vitamin E Aqua Boost Sorbet ranges. Ice creams and sorbets act as a central focus, encapsulating the play on words and the cooling, fresh feeling of the product.

Karl Lagerfeld Chameleon Visual has installed the first of its IKON windows at the Karl Lagerfeld store on London’s Regent Street. The windows, which feature a photograph of the designer, have gone live across all 10 Karl Lagerfeld stores.

Banana Republic For the launch of the Roland Mouret for Banana Republic capsule collection, the Banana Republic windows featured large graphics completed with carefully styled mannequins, wearing the signature pieces. The display was created in collaboration with Harlequin Design.

Photography: Melvyn Vincent

See more window installations from London and Paris on the blog: www.retail-focus.co.uk/blog

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POP

p o t POPS e h t f o

Company: Pope Wainwright

Client: Goo.ey

Display Title: Goo.ey at Selfridges Technology Walkway

Sector: Technology

Locations: Selfridges London

The brief: London-based creative and strategic agency, Pope Wainwright was tasked with developing a system of furniture for mobile skins and cases brand, Goo.ey for a pop-up launch site in Selfridges, London. The units needed to combine copy, digital and real product experience while clearly defining the Goo.ey product proposition.

The result: The team created a set of larger-than-life Goo.ey skins, housed in clear acrylic casing with transparent communications to the outside. The free-standing, flat-pack units were self-illuminating due to the darker nature of the space in Selfridges. A central unit, constructed from mirror as a nod to the popular use of the product being used for multitasking and taking selfies, contained a digital screen to communicate the potential and circumstances for the product. The pop-up site was installed on the technology floor in Selfridges at the end of July and remained in place for one month.

www.popewainwright.co.uk

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Q&A column

Karl McKeever As I write this, the third series of the hit BBC Two TV show ‘Alex Polizzi - The Fixer’ is due to air. Those of you who follow my columns will know that I have been Alex’s retail advisor on the show since it started, helping small businesses to revitalise their proposition, customer experiences and retail delivery to improve their commercial performance.

Every year that I take part in this series with Alex goes to further highlight the key issues often connected to the plight of independents. This year, people could be forgiven for thinking that companies in this series would be in better shape, due to the UK’s improving economic outlook. On the ground though, this was not really the case. Yes, the companies had survived the recession but they were not heading for success.

A recurring trend that is apparent on The Fixer, which I’ve also witnessed first hand elsewhere, is that many owners of struggling independent retail businesses are not originally from a retail or commercial background. They tend to run their stores as a result of a strong emotional attachment to the business idea itself, rather than their previous retail expertise. This means some of the essential knowledge, experience and skills required to thrive and survive are deficient, and is partly the reason why people run into trouble. At the turn of the Millennium, retailers could set up almost any shop and make money. That’s not the case now and even though the market has improved, it’s still survival of the fittest, and independents (existing or start-ups) need to consider some key points.

Firstly, owners need to clearly differentiate their proposition.

This means having a great business concept and offering this in a distinct, better or more compelling way to others who may do something similar.

People should be realistic about their offer, and concentrate efforts on getting the core of the business right first. They should be focused on doing a few things well, and remain so, and become expert in these areas. Additionally, they must take time to build a reputation and a loyal following instead of venturing out into too many areas at once.

Stores must also look the part. Business owners see their shops all day long and can become ‘snow blind’ to failings and aesthetic fatigue. Customers see them afresh daily, and view them for what they are. With this in mind, retailers should regularly refresh the look of their stores to make sure these are tuned into customer needs, seasonal trends and to maximise sales opportunities.

Finally, staff should go out of their way to give great customer service. People always remember ‘golden moments’, where retailers over deliver. Shoppers always retell stories of poor in-store experiences. Take it from me as a savvy shopper and a well-travelled retail consultant, excellent service will pay a huge PR and goodwill dividend, and with instant online reviews, never underestimate the power of positive consumer feedback.

I have always helped businesses on The Fixer with these key principles, but I have often been asked if there is a specific type of retail business that I think is most likely to succeed over the next few years. My answer is always that any business with a service premium is likely to be best placed for achieving lasting success.

Shoppers once again have a little more money in their pockets and are much more likely to invest in services that save them time, effort or worry - basically brands or offers that fulfill a specific need, or make their lives better, easier and more enjoyable.

It’s a fact of modern life that many people are stressed and in some way a little out of control. Businesses that aim to help us to make the best of our daily lives offer something positive for everyone, and that has to be good for business too. So, if I was to invest in a specific sector, I would choose one that supports this in the manner of health, fitness and wellbeing. Within this, the outsize clothing and accessories market is still in its infancy and likely to grow. Also, specialist food producers and eateries are becoming increasingly popular as people seek healthy and convenient dining choices, where quality food and social experiences are combined.

And, not forgetting the UK Asian sector, which will become increasingly important over time.

Prospective retailers need to keep their eye on trends, as businesses with specialisation and relevance have an often enduring appeal. Take the present crop of successful retailers.

Who would have thought that baking, sewing and knitting would have become so popular again? Whole industries have now become reborn based on these recession, thrift and artisan trades, so retailers should look at what’s coming up on the horizon and research what will be likely to take off next.

Karl McKeever is creative director of visual merchandising and brand delivery consultancy Visual Thinking.

Email Karl at karl@retailfocus.co www.visualthinking.co.uk

How I would begin to fix the independents

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project focus

Harrods Shoe Heaven Knightsbridge, London Design: David Collins Studio Opening date: August 2014 Store size: 3,900 sq m It apparently takes just three minutes to get to heaven. Harrods Shoe Heaven that is. The new luxury retail space on the fifth floor of the London department store spans almost 3,900 sq m and houses more than 100,000 pairs of shoes from some of the world’s finest footwear brands.

Designed by the late David Collins, the space is more five-star hotel than shoe department with its marble floored corridors, velvet banquet lounge seating, plush carpet, private shopping suites and art deco features.

‘We have worked closely with Harrods to create a retail concept that reflects the brand’s global reputation for delivering a superlative shopping experience to the world’s most discerning clientele,’ says Simon Rawlings, creative director at David Collins Studio.

The new department is one of the biggest projects undertaken

by Harrods to date and incorporates 17 bespoke boutiques, presenting collections from more than 50 leading designers and brands, including Chanel, Dior, Christian Louboutin, Manolo

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Photography: Courtesy of Harrods

project focus

Blahnik, Louis Vuitton and Valentino. For the launch, Harrods also unveiled a limited-edition Silver Lining collection, showcasing 37 of today’s most iconic shoes in silver.

‘With shoes becoming an ever increasingly important part of the way a woman dresses, and indeed a key part of our business, we are creating a truly fabulous shoe destination in Harrods to celebrate this,’ said Helen David, Harrods fashion director of womenswear, accessories, fine jewellery and childrenswear, ahead of the opening. ‘From stilettos to sneakers, Harrods Shoe Heaven will be home to all the best shoes from the world’s leading and need-to-know designers. The space will be more “penthouse” and less “shoe floor”, creating a luxurious and sophisticated environment with flagship shops for all of our biggest brands.’

At the end of September, Harrods will also unveil a new retail concept on the sixth floor for perfume connoisseurs as part of the store’s multimillion pound refurbishment. The 472 sq m Salon de Parfums will contain dedicated brand boutiques for 11 leading names, all connected by a long, tile-floored corridor.

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project focus

Curzon Victoria, London

Photography: Sim Canetty Clarke

Design: Afroditi Krassa Opening date: May 2014 Store size: 1,060 sq m

Boutique cinema chain, Curzon is on a mission to reinvent the movie experience with its new multiuse space at Buckingham Gate in Victoria, London. Opened in May, the five-screen flagship cinema is a hybrid of cultural hub, cafe, lounge and library with additional

A charming feature of the new shopfront is a cinema curtain that is used as a projection screen for those passing by to enjoy a glimpse of old movies. The classic marquee is built in a digital format, so that it can display a static image of an analogue marquee as well as dynamic, non-static content. ‘It is about sparking interest when least expected and giving something back for free,’ says Krassa.

The space is arranged over four levels with an intricate staircase linking each floor. ‘The idea is to create different “paces” for different levels, easing customers down to the auditoria,’ explains Krassa. ‘The big idea behind the design is for people to enjoy the Curzon experience beyond the auditoria and film, and feel comfortable in an intimate, upmarket yet relaxed environment.’

The ground floor is designed to be a fast pace, busy and vibrant area, dominated by an over-sized marble bar, which doubles up as a ticket office, and communal table.

The upper mezzanine, known as the Sound & Vision library,

flexibility for pop-up events, gigs, Q&As and lectures, and is the latest in a line of openings for the brand, which specialises in the distribution of art films.

Curzon worked closely with London designer Afroditi Krassa to develop a new design concept for the Victoria branch that would represent the brand’s values, such as ‘classic, sophisticated, comfortable and curated’ with a sense of humour and an emphasis on its library of movies, contents and online Home Cinema service.

Based on this brief, Krassa has taken the most iconic cinema features, the marquee and the cinema curtain, and reinterpreted them, fusing their analogue qualities and classic feel with new technology to bring them new meaning and function.

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project focus

is where customers can relax and browse the archive of free-to-watch films, movie magazines and books, and listen to curated sound content that is refreshed monthly. An unused corridor has also been transformed into a small private hiring screening room, complete with private bar.

‘The space gets slower, softer and darker as you approach the auditoria in the lower levels,’ continues Krassa. ‘[We] wanted the space to be dark and magical to optimise projections and create dramatic lighting, such as the double-height backlit anchor wall, going from ground floor to the upper mezzanine.’

The overall aesthetic is dark with deep colours and sophisticated materials, such as porcelain tiles, Jacobean Oak timber and brass details, which combine with softer finishes like drapery and leather cladding. The palette is based on dark blues and greys, with accents of burgundy in reference to the classic burgundy velvet curtain. ‘The look and feel of the interiors references design and architectural heroes such as Eileen Gray and Gio Ponti,’ says Krassa.

After defining the design concept, Krassa developed a visual language that drew inspiration from the Curzon brand itself, which is based on witty wording and great use of typography. The brand logo and main brand font is Futura, a Bauhaus geometric sans serif designed in 1927.

Krassa is also involved in the design of the new three-screen Curzon Canterbury cinema, due to open this autumn.

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project focus

Pro-Direct Foubert’s Place, London

Photography: Real Spirit

Design: Green Room Opening date: July 2014 Store size: 160 sq m

Online sportswear retailer Pro-Direct has brought its brand experience to life with a new ‘digital mortar’ store at Foubert’s Place, near Carnaby Street in London. Opened in July, the two-storey space is designed to shake up the football category and capture the dynamic feeling of walking into a physical realisation of Pro-Direct’s website.

‘Our vision was to create a live, connected retail theatre for the world’s most beautiful game,’ says Adrian Lake of Pro-Direct.

The new store concept, created in collaboration with Green Room, showcases soccer brands such as Nike, Adidas and Puma in a flexible digital environment that acts as a blank canvas for branded content. ‘By placing digital at the heart of the store, through digital window displays, product merchandising and immersive, interactive content, we have been able to present the beautiful game in a beautiful way,’ says Green Room’s creative director, Paul Mynard.

The digital environment is made up of grid systems of digital screens and product display panels, which flex to present brand product stories, themed collections or full store takeovers. ‘The design of the space centred around an infinity black high gloss grid pattern, bringing the Pro-Direct website look and feel into real bricks and mortar design,’ explains Mynard. ‘All walls and ceilings line up exactly and have the same level of reflectivity.’

The store features 1,000 removable powder-coated, metal fronted tiles, LED DMX controlled lightboxes and lit product display cases. The ceiling is a bespoke designed tongue-and-groove system, sprayed in black mirror gloss while the floor is a poured

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polished resin matching the same RAL as the walls. To continue with the infinity theme, there are also grey backed smoked mirrors running down the entire stairwell and around the columns in the basement.

The basement houses a selection of the latest football boots and is used for player appearances, launch events, and live match screenings.

As the store continues to evolve, Pro-Direct will also launch a mobile app to interact with the space using beacon technology to create a personalised experience for the consumer.

project focus

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RIBA

RIBa

Regent Street

Windows Project 2014 If you go down to Regent Street in September, you’re sure of a nice surprise. Following months of preparation, The Royal Institute of British Architects (RIBA) has launched its fifth annual RIBA Regent Street Windows Project to coincide with both the London Design Festival and London Fashion Week.

The project, which partners up-and-coming architects with retailers to create captivating installations in the windows of shops, restaurants and cafes along and around Regent Street, runs until 21 September. From rolling clouds to moulded mannequins; clattering destination boards to recast wine bottles, this year’s outdoor exhibition sees the windows of 15 fashion retailers, perfumeries and restaurants transformed to feature unique architectural installations that reflect the brand and engage with shoppers.

‘Architects are experts at using space creatively and imaginatively – from huge buildings to the smallest of home extensions,’ says Tamsie Thomson, director of the RIBA’s London Region. ‘Architects think creatively about getting the most from a space and a budget. Regent Street sees huge footfall with over one million people each week. We’re delighted to be giving such exposure to some of London’s most respected and imaginative architects, while adding a new cultural element to the shopping experience.’

Brands participating this year include Hackett working with Jerry Tate Architects, Topshop with Atmos, and Gant with Sybarite Architects, who have drawn inspiration from Gant’s heritage.

Architects partner with flagship retailers to create impressive window installations along one of London’s most important shopping thoroughfares.

Photography: Agnese Sanvito

The windows

Aquascutum by vPPR vPPR Architects have created a backdrop of moving clouds for the display of Aquascutum’s iconic trench coats. Recalling Turner’s expansive radiant skies, vPPR’s installation celebrates Britain’s overcast weather with animated clouds and splashes of autumnal tones, matched to Aquascutum’s latest season’s colours.

Hackett

by Jerry Tate Architects

Topshop by Atmos At Topshop, window plinths melt into molten shapes that ooze and flow into furniture, transforming into long benches that invite the visitor to rest amidst the restlessness. The seats form steps which invite the visitor into the window, to mingle with the mannequins and play model for a moment.

Based on a traditional timber and ribbon children’s toy, Jerry Tate Architects have created a giant moving Jacobs Ladder for Hackett’s two shop windows.

Held at one end and woven by an intricate arrangement of interlaced ribbons, the ladder works by rotating the top blocksetting off a tumbling effect as each block flips over the next to reveal a hidden image on the reverse side of the ladder.

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RIBA

L’Occitane by Emulsion

Brooks Brothers by Squire and Partners

Inspired by the dramatic terrain of Corsica, habitat of the Immortelle flower used

by L’Occitane in its premium skincare collections, architecture practice Emulsion have created a landscape of delicate geometric layers alluding to the Immortelle’s natural environment.

Squire and Partners’ installation for Brooks Brothers draws on the company’s historical brand reference of the Golden Fleece as a symbol of world trade, natural raw textile and the company’s trademark since 1850. A crafted sculpture comprising 2,000 hand-made sheep suspended on golden threads illustrate the immaculate detailing of a Brooks Brothers product, while a cast bronze sheep - created by British sculptor Jonathan Sanders - grazes on the pavement providing an element of playfulness and interaction.

Tibits by Edgley Design Tibits vegetarian restaurant on Heddon Street employs a ‘pay by the weight’ food concept to encourage self-awareness of consumption and reduce waste. Edgley Design have embraced this spirit by reusing waste products from the restaurant for their installation. Empty glass wine bottles are creatively reimagined to form something new and beautiful.

Hobbs by Donald Insall Associates For Hobbs, Donald Insall Associates have created an installation that responds to both Regent Street’s rich history and modern regeneration. As part of Regent Street’s ongoing regeneration, the block is clad in scaffolding over the AW 14 fashion season as the historic façade is cleaned and restored. Donald Insall’s concept demonstrates it’s ‘business as usual’ for Hobbs. The architects have reflected Hobbs’ rich history and British design with a photographic montage recreating Regent Street and Hobbs’ proud history. They have playfully contrasted this with the modern brutalist and brightly coloured scaffolding by bringing the scaffolding through the windows to invite the shopper inside.

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Karen Millen by EKM Works Karen Millen’s Regent Street store façade is home to EKM Works installation ‘Grace’, inspired by Karen Millen’s AW 14 campaign. Grace brings the Karen Millen woman to life and is an evocative snapshot of the energy and character of the location surrounding Karen Millen’s Shoreditch atelier in London’s East End. 3D scanned mannequins are animated, sliced and projected to generate a feeling of dynamic movement and to mirror the day-to-day adventures of Karen Millen’s modern, urban muse.

Penhaligon’s by Al-Jawad Pike Al-Jawad Pike’s installation for Penhaligon’s draws on the rich history of perfume making and its origins in distillation and chemistry. Inspired both by the evocative fragrances and the raw ingredients from which they are extracted, Al-Jawad Pike have created a labyrinthine construction of blown glassware, held within a 3D lattice of copper pipe. The glass vessels contain the raw ingredients of Penhaligon’s 32 fragrances while the copper references the first ambelic retorts and other distillation apparatus that were historically used in perfume making.

RIBA

Jack Spade

by Mobile Studio Keen to draw inspiration from Jack Spade’s strong and iconic New York heritage, Mobile Studio has created a surreal installation of ‘a city within a city’ for Jack Spade’s store front on Brewer Street.

The windows have been transformed into a miniaturised world ‘bridging New York and London’.

Banana Republic

by Make Architects

Illy by Raw Architecture Workshop ‘81 Years of Hard Work for 10 Seconds Of Pure Happiness’. Founded in Trieste, Italy in 1933, IIly has invented, developed and refined every single detail from bean to cup in their pursuit of the art of coffee. The installation by Raw Architecture Workshop broadcasts and emphasises the time, energy and effort that has gone into each and every Illy espresso.

Make Architects’ window installation for Banana Republic unifies the brand’s key themes for the AW collection.

Through the use of an optical illusion, a dynamic threedimensional window display is created that engages the passer-by.

Longchamp by Brisac Gonzalez Brisac Gonzalez’s display for Longchamp consists of an array of rectilinear translucent frames that create a series of hollows with a fleeting iceberg-like quality. The newly launched Longchamp leather bags in carmine red, tan and dark mauve reside in three of the largest cocoon-like cavities that gently taper.

Gant by Sybarite Architects Drawing influence from Gant’s heritage, Sybarite Architects have sought to enthuse Gant’s windows with its luxurious philosophy. Initial inspiration was drawn from the hull of a boat, which the practice has morphed into a sculptural form to showcase an emerging human figure. ‘We felt from an early stage our window needed to be as far removed from the usual theatrical type windows which usually grace Regent Street,’ says a spokesperson for Sybarite. ‘The challenge of straddling the line between window dressing and architecture has been a wonderful test. Gant has a traditional lineage stretching back to the Ivy League in the US and we wanted to push their look and brand as far as we could. Gant’s open mindedness and willingness to allow us to strip right back the heart of the brand has enabled us to create something striking and different.’

Folli Follie by Denizen Works Folli Follie’s core philosophy is the original design and sale of a fun, versatile, and affordable jewellery luxury collection designed to meet the varied and dynamic needs of trend-conscious women and girls worldwide. Denizen’s installation, titled ‘I see...Folli Follie’, is based on best-selling Folli Follie pieces set in resin as a collection frozen in time and representing the success, both past and future, of the brand.

33

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lighting

Light

of day Pros &

cons

of na

tural l i

News Bikini Berlin Maison Ullens Opinion: Facade lighting

ghting

The Retail Shopfitting & Display Summit will provide you with a platform to enhance your company and share the long-term vision of the retail shopfitting business by setting tomorrow’s standards today, and to prepare for future developments, innovations and technology.

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Media Partner

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Welcome Convenience retailer

Spar has recently replaced fluorescent lighting in 250 of its stores with Nualight’s Blaze LED solution (page 39). The fittings are thought to cut energy use by 67 per cent and enhance the shopping environment with brighter, fresher and more natural lighting. According to a soon-to-be released report by the National Association of Rooflight Manufacturers, in many situations, sales tend to be better in naturally lit locations. This is because ‘colours are more vivid and true, making goods appear attractive and encouraging customers to spend more time in these areas’. In this special lighting supplement, Francis Pearce reports on the use of daylighting in retail (pages 47-48).

In addition, we take a close look at the lighting schemes for new concept mall Bikini Berlin in Germany and the OMA-designed Maison Ullens flagship store in Paris. Lighting designer, Paul Nulty also discusses the merits and challenges of facade lighting in retail.

Gemma Balmford Editor

41 Bikini Berlin

39

News

47-48

43 Maison Ullens

Light of day

39 News The latest from the retail lighting industry.

Lighting

41 Project Focus: Bikini Berlin

www.retail-focus.co.uk

43 Project Focus: Maison Ullens

Editor Gemma Balmford e. gemma@retailfocus.co t. +33 (0)7 61 03 21 33

45 Opinion: From the outside in

Production & Web

Terry Clark e. terry@retailfocus.co t. +44 (0)845 680 7405

Display Sales Lee Cullumbine e. lee@retailfocus.co t. +44 (0)845 680 7405

Cover image: Professor Paolo Di Trapani of the University of Insubria in Como has developed an artificial skylight or window called Coelux.

Paul Nulty of Paul Nulty Lighting Design highlights the advantages and challenges of facade lighting.

47 47-48 Light of day Taking a piece of clothing to the window to see what colour it is, is still a feature of shopping but retail is waking up to daylight indoors, writes Francis Pearce.

You’re in capable hands when you entrust your project to bridgford interiors. With a breadth and depth of experience that enables us to tackle any project, anywhere... we will be sure to provide the complete fit-out solution. Contact us to discuss the successful delivery of your next retail, leisure or hospitality project...

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news

Spar stores convert to LED lighting Spar has replaced fluorescent lighting in a number of its stores across the UK with Nualight’s Blaze LED solution. The fittings, which have been installed in 250 Spar convenience stores, are said to cut energy use by 67 per cent and enhance the environment with brighter, fresher and more natural lighting.

Glasgow City Chambers to host Jonathan Speirs Memorial Lecture The first annual Jonathan Speirs Memorial Lecture will take place in Glasgow on Thursday 25 September, with Mark Major

giving the inaugural lecture on the topic of ‘Light + Dark = Architecture’. The event will be held at Glasgow City Chambers and is free to attend. The Society of Light and Lighting has established the lecture series

CLD Distribution merges with Iberian Lighting

Commercial and architectural LED lamps and lighting distributor, CLD Distribution has taken a substantial shareholding in Iberian Lighting. The merger of the two companies, whose main commercial premises adjoin each other in Hastings, East Sussex, establishes a significant lighting presence in the larger engineering design and manufacturing group, Penn-Elcom.

‘CLD Distribution’s and Iberian’s

products genuinely complement each other,’ comments Roger Willems, chairman of Penn-Elcom. ‘The merger signifies ambitious and exciting plans to grow the group’s lighting division by offering our clients a complete endto-end lighting solution. This will range from LED and other energy saving light sources, control gear to oversized lighting shades and custom-made luminaires.’

in memory of Jonathan Speirs, a founding member with Mark Major of lighting design practice, Speirs + Major. For more information, visit: www.cibse.org

Harvard launches cloud-based EyeNut hub Harvard Engineering has turned to the cloud for the central control of its wireless monitoring and management system for indoor lighting, EyeNut. Every EyeNut installation requires one hub, a central server which was previously a physical device. However, the hub will now be cloud-hosted to provide further benefits to users of the EyeNut solution, including improved security, stability, accessibility, and flexibility, as well as a reduction in installation time and in the number of hardware units required to be maintained on site.

EyeNut gives users full control and monitoring of indoor lighting, resulting in energy and cost savings. The hub hosts the user interface, reporting and analysing data from the installation, and is capable of supporting access from multiple users across multiple sites.

EyeNut was unveiled at LuxLive in November 2013, winning the Controls Innovation of the Year Award at the Lux Awards.

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project focus

BikiniBerlin, Berlin Germany Lighting design: B+M Elektrobau Architect: Hild und K Lighting supplier: Elation Professional Bikini Berlin is a new concept mall (named after the swimwear garment due to its two-tier architecture) in the western area of downtown Berlin, Germany and one of the few still preserved contemporary witnesses of Berlin’s turbulent history during the post-war period of the 1950s. Opened in late 2013 following a three-year renovation, the development comprises boutiques, offices, and a cinema as well as restaurants and service providers, and a huge 7,000 sq m landscaped roof terrace.

The centrepiece of the complex is the 200m-long Bikinihaus; a light, open colonnade and architectural symbol of Berlin’s west cityscape. The urban site, with its steel frame construction and green colour scheme, contains a selection of retail stores and restaurants unique to Germany with an integral part of the space dedicated to modular wooden specialty shops known as Bikini Berlin Boxes, which can be rented for a period of three to 12 months. Here, Netherlands-based Elation Professional has supplied around 1,000 Opti Tri White and 50 Opti Tri RGB LED luminaires to illuminate the long, open space.

‘There was only one requirement really and that was for all the

lighting fixtures to be reliable LED lamps,’ says Maik Simmchen, project manager at B+M Elektrobau, which was responsible for the electrical planning and execution for the space.

According to Elation, the Opti Tri White is a high-output LED luminaire with a high CRI that blends 18x 9W cool white, warm white and amber LEDs to produce a uniform projection of flat white light. The fixtures are track-mounted in rows beneath the ceiling, illuminating the commercial retail and walking areas below, including the Bikini Berlin Boxes and staircase up to the second level.

The fixtures, used to complement the natural light that floods in from the steel construction’s abundance of windows, are said to draw a total power of only 160 watts per unit. On the ground floor, colour-changing Opti Tri RGB LED luminaires have been installed to add colour during the holiday shopping seasons and for special events, while IP-65 rated ELAR 180 Par WW luminaires have been installed on the sixth floor to project down onto the second floor outer deck for warm white light projection. These particular fittings have also been used to light up the forecourt of the Zoo Palest, Bikini Berlin’s historic cinema.

The entire Elation lighting system is controlled via five Art SSC lighting controllers with expansion module ART IO units. ‘The lowmaintenance 1024-channel Art SSC control solution fits in well with the installation’s low energy requirement because it uses minimal power as all operating and programming is done through a web interface,’ says a spokesperson for Elation Professional.

Photography: Bayerische Hausbau; Franz Brück

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project focus

Photography: Courtesy of Zumtobel

Maison Ullens Paris, France Lighting design: OMA, Zumtobel Architect: OMA, DATA Architects Lighting supplier: Zumtobel Located around the corner from the fashionable Avenue Montaigne in Paris, the OMA-designed Maison Ullens flagship store exudes exclusivity and intimacy. Opened in January 2014, the 100 sq m space is separated into public browsing areas and private experience zones by an ivory white Onyx wall. The public browsing area is further divided into two spaces of different atmospheres - the central room, which features several hanging areas and a display table, and the accessories room, which draws attention to details of the fashion products.

Contrasting the open and orthogonal space in the store, the private zones form a warm and intimate sequence of cocoon-like spaces that include a fitting room, a small bar, and an exclusive salon.

Inspired by the French fashion label’s innovative application of materials in its designs, the store employs a careful choice of finishes, including marble, leather, teak, terrazzo and brass, which build the tactile qualities of the space while referencing French history and craftsmanship. For the brand’s first flagship store, artist Elisa Strozyk has also custom-designed and handmade porous wooden curtains for the windows.

OMA partner, David Gianotten comments: ‘The meticulous

spatial articulation, the choice of materials and the injection of art and bespoke furniture create moments of surprises in Maison Ullens, enhancing a luxurious personalised shopping experience’.

The customised lighting solution, provided by Zumtobel, is designed to provide the appropriate ambience in the various areas of the boutique. PANOS infinity downlights and CARDAN LED spotlights have been installed throughout the space to provide uniform and pleasant ambient lighting. In certain places, accents are created by the modular MICROTOOLS lighting system.

Other fittings used to help highlight the products and enhance the interior design include the minimalist yet powerful VIVO XS LED spotlight system and the SUPERSYSTEM E1 lighting solution.

‘Our close communications with Maison Ullens have enabled us to translate the design brief into a space that elaborates the brand’s identity,’ says project architect, Inge Goudsmit.

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opinion

From the outside in Paul Nulty of Paul Nulty Lighting Design highlights the advantages and challenges of facade lighting.

If executed well, façade lighting has the power to captivate the passer-by and entice them in store. The precise use of illumination, colour and design can showcase a retail outlet, giving it a place of presence among its neighbours and, because light is one of the most influential design elements on our emotions, it has the ability to influence behaviour.

Even so, façade lighting is not as popular as it once was; today’s retailers are choosing instead to focus on interior lighting and this is largely due to the cost of energy consumption attached to lighting the front of a building and because it is very easy to get wrong.

There are many technical, sustainable and sympathetic considerations involved in lighting a building’s façade.

Irrespective of the store’s brand or interior design, façade lighting needs to be subtle and sophisticated. It needs to be low-energy and considerate to its environment.

As a lighting designer, I would recommend that façade lighting is only applied to buildings with architectural merit.

Retailers need to be honest about what they are able to achieve.

Ideally, the question of whether to light a façade should be asked at the start of the design process. With so much focus on the overall vision, items in the budget can be easily overlooked.

Technically, façade lighting will often involve cabling that, if not concealed, and at a great cost, will spoil the final effect. When making modifications to a façade, whether on a listed or modern building, retailers may need to liaise with English Heritage and/or conservation officers.

It is imperative to review the appropriate brightness of a façade in relation to adjacent buildings and whether it is in keeping with the environment. What the retailer needs to observe is whether their vision will have the same desired effect throughout the evolution of natural daylight as it adapts and transforms throughout the day and the changing seasons. The light needs to complement the varying tones and light levels of natural light and work with it.

There are three vital design questions that a retailer should be asked at the outset: What surfaces do I want to illuminate and why? How do I want my audience to react to the environment that I create? How do I achieve this technically; what hardware do I need?

There are also two different types of lighting scheme: Objective, where the purpose of the lighting is to enhance the architecture, and Subjective, which causes the architecture to recede from focus and turn the lighting into the main feature.

Many retailers assume that façade lighting will automatically create a ‘wow’ factor and so will make the mistake of over lighting.

Over-illumination is the single biggest problem that retailers face; suddenly a high-street is a cacophony of colour and light that doesn’t work in harmony. Rather than inspire or entice an audience, it repels it. This used to be more of a problem 20 years ago when the words lighting and design were incongruous. Even today, we are still educating clients about the application and influence of lighting. As well as a lighting designer, I call myself a dark designer; often, less is more. So influential are illumination levels within design, it has the power to cheapen a brand rather than reinforce it.

Similarly, 20 years ago there was not the same emphasis on sustainability. The need to be sustainable is a cross-industry and cross-sector requirement, and it is especially important for retailers. Not only do they need to use the most energy efficient lighting to keep costs down, but their customers want to see them practice sustainability; today’s consumers don’t except the brands they love to show disregard for the environment.

For me, façades that stand out include the Louis Vuitton store in Hong Kong. This is a great example of subjective lighting; it relies on a huge video screen, and its incorporation of design and technology demonstrates timelessness. It may not seem subtle but it is harmonious with its surrounding. Also the Reiss HQ in London, which has been designed using LEDs to illuminate the Reglit glass. Most notably though, is the superbly lit Regent Street in London, which is a fantastic example of objective lighting enhancing the splendour of architecture and demonstrating the level of consideration, subtlety and understanding of its environment.

When executed well, façade lighting can work wonders, turning the front of a retail store into an extension of its interior. On a bleak day shoppers trudging by in a grey drizzle are suddenly stirred by an inviting and engaging illumination on the front of a large building. Giving the impression that something exciting awaits, it is then they will step inside.

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daylighting

Lightof

day

Above: Professor Paolo Di Trapani of the University of Insubria in Como, has developed an artificial skylight or window called CoeLux. Right: Waitrose in Bracknell, lit by BDP with sunpipes.

Taking a piece of clothing to the window to see what colour it is, is still a feature of shopping but retail is waking up to daylight indoors, writes Francis Pearce.

Rooflight Manufacturers. It says that ‘in many situations sales tend to be better in naturally lit locations; colours are more vivid and true, making goods appear attractive and encouraging customers to spend more time in these areas’.

In 1999, research for the Pacific Gas & Electric in the USA that looked at 108 stores found those with skylights had 40 per cent higher sales than those without. Four years later, a second report concluded that natural lighting contributes to customer loyalty. The explanation could simply be that the naturally lit stores were newer and generally better designed, and therefore more inviting, but when customers were polled, most felt them to be cleaner, more spacious and more open.

Peter Van Der Kolk, the business development director of lighting controls company Helvar, says that the direction of light, colour temperature and overall illuminance levels in a space can have a notable effect on a person’s mood.

‘This does not mean that it is just the intensity of artificial light, but also the colour temperature that can have a noted effect when looking to increase a person’s alertness levels. This makes sense when you consider natural light as this in itself varies in terms of both intensity and colour

Sanna Fisher-Payne

‘People stay in retail environments longer when they have access to daylight; they are in a better mood and they spend more,’ says Mark Ridler, lighting director at architecture practice BDP. ‘The perception is that daylighting will give you energy savings in combination with lighting control but the main reason for using the two is that you can make money.’

Many leading UK retailers now specify rooflights ‘for all new build projects to ensure a high percentage of evenly distributed natural light within the interior,’ according to a soon-to-be released report by the National Association of

temperature, not only over the course of the day but also in line with seasonal changes,’ he says.

‘In theory, all spaces would benefit from using daylight,’ says Cosmin Ticleanu, a daylighting expert from the Building Research Establishment. ‘It’s free energy and a healthy light source that renders objects in a natural manner. It’s also very important for staff and their mood and behaviour, which is reflected in service.

Training is helpful but they also have to be in good mental shape,’ he says.

Not all lighting experts are entirely enthusiastic about daylighting in retail, though. ‘We have done a lot of daylight modelling to help a shopping centre in Ireland fine tune their daylighting and control heat gain from its huge glass roof,’ says lighting consultant Mary Rushton Beales of Lighting Design House. She is far from convinced that daylighting is a panacea. ‘Daylighting is excellent where you have food courts and shopping centres but it takes more thought to integrate daylight. There is a large department store near me that has what was hailed as a groundbreaking daylighting scheme but every time I go there they have added more localised artificial lighting. For retail space to be successful you need to highlight products. I think you can save more energy and gain more benefits in a retail scheme or shop with a really, really carefully considered artificial lighting scheme than with a daylight scheme.’

And many smaller stores remain in the dark about all forms of lighting. ‘When the BRE looked at 100 retail spaces around the Watford area we noticed the illuminances weren’t right. For example, there was a clothing shop with hanging rails where the circulation area had 1400 lux but the clothes were in the dark. Often, the overall lighting strategy might not be right, particularly in the smaller shops,’ says Ticleanu.

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daylighting

Left: Gothenburg Duty Free main walkway Below: Waitrose Bracknell, lit by BDP Johan Live, Swedavia Photography

NARM has, however, been working with De Montfort University on issues such as the recommended minimum rooflight area needed to achieve a desired illuminance level, and the use of appropriate lighting controls to maximise the benefits of natural light via rooflights.

On a clear, sunny, summer’s day at noon, the light level outside can be 10,000 lux whereas you only need 1000 lux in a clothing or furniture shop to judge colours accurately. It takes 20 to 30 minutes for our eyes to adjust from broad daylight to complete darkness, so controlling the transition from light to dark and vice versa is an important part of lighting design, usually achieved by combining natural and artificial lighting. How ‘real’ colours look under artificial light depends on the source and its colour rendering index. Daylight has a CRI of 100 closely mimicked by halogen lighting (which is gradually being phased out by law, despite lighting designers’ protests), whereas an LED spotlight might have a CRI between 80 and 97.

Sweden’s Gothenburg Airport has a duty free store with a 1,000 sq m floor whose operators, the Nuance Group wanted the lighting to be energy efficient, help customers navigate and spotlight promotions. ‘Gothenburg Airport was one of the more challenging from a lighting point of view, as there was a large amount of natural lighting from the central atrium skylight as well as a suspended grid system ceiling,’ says lighting consultancy JPLD creative director, James Poore. The artificial lighting solution was designed around a family of fittings using Megaman’s LED AR111 halogen lamp replacement to save energy.

‘As well as significant energy efficiencies, the end result is a beautifully lit space that brings just the right level of drama and impact,’ says Nuance Group global head of shop design, Thomas McCrave.

Trinity Leeds, the 93,000 sq m retail

48

scheme by architect Chapman Taylor is split over three levels. Its new build east mall comprises three distinctive arcades that flow from the streets to a large central space, lit primarily by natural light during the day. But sections of the arcades are covered by the levels above, making it necessary to manage the transition from a bright, sunny street to a relatively low ceiling height and then back to daylight under the dome. ‘You have to manage brightness and contrast issues, for example moving from a daylighting into a covered arcade or mall,’ says BDP’s Ridler. ‘At Trinity we deliberately put in a lighting system that managed that contrast during the day, but at night swapped round to something much softer. Controls are crucial where you are managing the transition between window areas with a lot of natural illumination to maximise the contribution of daylight rather than keeping everything on 100 per cent of the time.’

However, ‘small shops are undoubtedly the most difficult conditions for daylight Sanna Fisher-Payne

because they tend to be long and thin and don’t have the opportunity to top-light because they have something else above them – often flats – but you also see the shop window blazing away in the middle of the day with no real benefit.’ The BRE’s Ticleanu agrees: ‘Retailers may be more interested in space for displaying product than worried about blocking the windows with shelving.’

Professor Paolo Di Trapani of the University of Insubria in Como, has developed an artificial skylight or window called the CoeLux, which reproduces the physical effects and optical phenomena of natural light using a combination of LED technology, sophisticated optics and nanostructured materials. It not only mimics the dynamism, direction and diffusion of sunlight but has settings for northern European, Mediterranean and tropical light, making it a potential solution – particularly for smaller shops – that could satisfy daylighting doubters and protagonists alike.

R_Focus_RH_Manta_Hacel.qxp_Layout 1 20/06/2014 14:20 Page 1

M a n t a : L E D S i n g l e Po i n t

w w w. h a c e l . c o. u k

CRI 80 & CRI 90 versions Energy efficient n Contemporary style n Designed and manufactured in the UK n n

products

lighting Hacel Combining contemporary design edge with an energy efficient ‘state of the art’ Zhaga single point LED Module, Hacel is proud to present the Manta LED Power Spot.

With CRIs of 80 and 90 available, the luminaire has three wattage variations of 12W, 17W and 24W. The decorative chrome feature can be replaced with any of the four optional vibrant Fluorescent trims to coordinate with corporate colours. A low loss Anti-Glare Baffle is also available as an option. Offered in white, black or graphite powder coat finishes (RAL based corporate colours available on request).

T. +44 (0)191 280 9911

E. sales@hacel.co.uk www.hacel.co.uk Twitter: Hacel1

GE Lighting GE Lighting has launched the GE LED T8 range of LED tubes as a straightforward solution for retailers and commercial building owners looking to upgrade their lighting systems. Designed for easy retrofitting into standard T8 fluorescent luminaires with electromagnetic ballasts, the LED tubes offer up to 60 per cent energy savings and a quick return on investment. Capable of operating in broad ambient temperature ranges, the GE LED T8 tubes have a narrower and more targeted beam angle to reduce light loss. They also benefit from zero flicker and stroboscopic effect making them ‘kind’ on the eyes.

T. +44 (0)800 169 8290 www.gelighting.com Twitter: GELightingEU

Universal Fibre Optics Universal Fibre Optics’ versatile MetroLED lighting system is ideal for display case illumination. Whether you require spotlights that can be independently moved and tilted to highlight specific aspects of your display, linear lights that provide a complete wash of light or a combination of the two, the MetroLED system can be assembled to meet your exact requirements and reconfigured as often as required. 3000K, 4000K and 6500K colour temperatures are available and can be dimmed independently of one another thanks to the dual circuit power that the MetroLED system incorporates.

T. +44 (0)1890 883 416 E.info@fibreopticlighting.com www.fibreopticlighting.com Twitter: universalfo

Havells-Sylvania Lumiance, part of the Havells-Sylvania Group, has revolutionised the humble spotlight and reached new levels of originality with the launch of the state-of-the-art Optimo.

Designed to deliver the optimum in creativity, Optimo perfectly complements high street and pop-up shop interiors through to hospitality applications and supermarkets, to provide a luminaire that remains a step ahead of trends in today’s fast-paced retail spaces. Optimo is available in various colour and size options and uses Sylvania’s best-in-class lamp technology.

T. +44 (0)0870 606 2030 www.lumiance-lighting.com Twitter: HavellsSylvania

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lighting Helvar Using its 910 lighting routers to control DALI luminaires throughout the new Nike Factory store in Norwich, Helvar has provided a complete lighting control system that enables quick switching between six different lighting scenarios. Across the store, four of Helvar’s 910 routers were installed – each of these carries two DALI lines, with each line being equipped to control up to 64 points. Connected to an Ethernet cable, the routers allow for ‘individual intelligence’, meaning a series of lighting scenes can be remotely selected via the touch panel, which is itself connected via an Ethernet cable.

T. +44 (0)1322 222 211 E. Peter.Vanderkolk@helvar.com www.helvar.com

Luxonic Luxonic has completed a 10-month programme and a £¾ million investment in expanding its production facilities in Basingstoke to allow for increase in demand for LED luminaires. Engineering is at the heart of the factory and two mezzanine assembly areas have been installed, increasing production area by 30 per cent.

Almost every Luxonic luminaire has been redesigned around LED technology from high bays to ceiling and wall fittings.

T. +44 (0)01256 363 090 www.luxonic.co.uk E. info@luxonic.co.uk

GE Lighting The Beaney House of Art & Knowledge, Canterbury’s central museum, library and art gallery, has recently undergone a £14 million restoration project, which included the installation of GE Lighting’s products in an LED upgrade. Chosen for its advanced flexibility and efficiency, GE Lighting’s Infusion Generation 3 LED module was installed throughout the Grade II listed building, offering significant annual energy savings and reduced maintenance costs.

T. +44 (0)800 169 8290 www.gelighting.com Twitter: GELightingEU

Commercial Lighting This high output track/surface mounted spotlight from Commercial Lighting is specifically designed around the very latest high efficiency LED modules and is supplied with fully compatible integral driver for optimum performance and longevity. It is just one of the latest exciting products in the Sovereign range of high performance British-designed and built LED projectors and is the perfect replacement for 70W or 150W metal halide units. The unit is available with a wide range of accessories, including barn doors, louvers, coloured filters, spreader lenses, and in a range of BS/RAL colours making it perfect for any display application requiring high quality light with minimal energy consumption.

T. +44 (0)1489 581 002 E. sales@commercial-lighting.co.uk www.commercial-lighting.co.uk Twitter: CLSlight

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promotion

VISUAL IMPAct We are IPOS. We specialise in retail. We offer our clients a single streamlined service, managing all aspects of POS across design, print, production and installation.

The IPOS team is built up of dedicated account managers, a studio of creative designers, a print production department with the latest print and finishing equipment and a team of highly skilled fabricators and installers.

Over the years we have gained an enviable reputation for creating and manufacturing bespoke in-store displays throughout the UK, Ireland and Europe for many well known brands and retailers.

Our success is built on the relationship we have with our clients and our understanding of what works in a retail environment.

The IPOS creative design team excel in taking a brand’s lead creative and converting this into an eye-catching display that works independently or across multiple retail locations. A good example of this is the ‘Craft of Movement’ campaign that we designed, produced and installed for one of our longest standing clients, Onitsuka Tiger. This was rolled out across the multiple locations for our favourite retailer and client, schuh.

The campaign consisted of simple vinyl installations alongside more involved 3D spaces, such as schuh’s flagship store on Oxford Street. This needed video content, branded bicycles, 3D characters as well as bespoke building and sourcing of props.

The installation teams worked across 12 locations making sure that all areas were live and ready to go for the product launch date.

As with all campaigns of this nature that we undertake, both OT and schuh were blown away with the visual impact, along with the huge uplift in sales that the activation created.

We are constantly seeking out new ideas and materials to suggest to our clients in order to gain the most impact.

If customers see the same display week after week then the display becomes inefficient, so working closely with our clients and keeping them up to date with new products is an important part of our service.

Why not check out our website www.ipos-design.co.uk and see what we’ve produced for our enviable list of clients.

Find out what we can do for you...

Tel: +44 (0)161 477 8501 Email: info@ipos-design.co.uk Web: www.ipos-design.co.uk

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beacons

Beacon technology:

Revolutionising

retail?

Beacon technology presents certain challenges but the opportunities are great, finds Retail Focus.

A study published earlier this year by eDigitalResearch found that almost half of mobile consumers are willing for retailers to send messages to their smartphone via beacon technology in store. Of those surveyed, one third said that personalised, direct messages sent straight to their smartphone when out shopping would ‘likely’ or ‘very likely’ influence their purchase decisions.

Bluetooth low energy (BLE) powered beacons are the latest in a line of mobile technologies used for location-based services, and they are already being trialled by a number of retailers looking to transform the in-store experience. US department store chain Macy’s began testing the technology towards the end of 2013, and in May this year New York drugstore chain, Duane Reade released the first update to its app for iPhone, including the integration of iBeacon for 10 select Duane Reade stores. UK retailers such as Tesco, Waitrose and JD Sports are also piloting the technology at select locations.

‘As retailers and brands get to grips with what [iBeacon technology] is and how it works, consumer opinion demonstrates that it could potentially revolutionise the in-store and high street shopping experience,’ says Derek Eccleston, commercial director at eDigitalResearch. ‘We found last year that half of smartphone owners regularly shop through retail apps and have them installed on their mobiles. It opens up the potential for retailers to digitally reach outside their stores and tempt smartphone owners in, increasing footfall.’ iBeacons, says Rachelle Headland, managing director at shopper marketing agency, Saatchi & Saatchi X, enable retailers to join up the bricks and clicks consumer journey, personalise the experience for customers and at the same time improve understanding of how people are shopping across all store formats and platforms. ‘iBeacons and other technology platforms can deliver an extra dimension to the store experience that Below: MiBeacons, a division of Mubaloo, is a mobile consultant and application developer.

Facing page: House of Fraser, Bentalls and Hawes & Curtis are among the first retailers to trial Iconeme’s VMBeacon.

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is personalised to the individual,’ she says. ‘This could be an immersive piece of content, reviews and ratings, social feeds to provide a friend/trend/crowd context or complimentary products and different ways to use the product. It is a tool that can inform and inspire shoppers, providing the information they want, at the time that they need it.’

However, brands and retailers must first overcome the challenge of getting customers to download the app. ‘Once the consumer is open to receiving push notifications, retailers must be careful not to bombard consumers with offers and messages,’ warns Chris Chubb, digital director at design consultancy, Green Room Retail.

‘If consumers allow companies and retailers to send them messages and gather their data, then this can lead to some pretty exciting opportunities for businesses,’ continues Chubb. ‘Retailers could monitor all aspects of the customer journey (depending on how many iBeacons are installed in the store) from dwell time in each area of the store to conversion times at point of purchase.

Not only this, but retailers can target new customers and capitalise on passing footfall with limited time offers or exclusive deals for new customers.’

In August, House of Fraser became one of the first retailers to trial Iconeme’s VMBeacon-enabled mannequins, designed specifically for visual merchandising. Unveiled earlier this year, the technology enables customers to receive details via their smartphone about the clothes on display and allows retailers to engage directly with consumers who are shopping in, or passing by, a store.

Customers who have the Iconeme app and are within a 50m

beacons

range of the VMBeacon-enabled mannequin will receive an automatic alert about the content they can access, including details about the clothes and accessories on display, and where they can be found in store.

‘We are always looking at ways to integrate new and innovative technology to help maximise customer shopping experiences,’ says House of Fraser’s director of multichannel, Andy Harding. ‘With such demand from mobile devices, it’s important we continue to bring new technology to our stores, and believe that the Iconeme App provides retailers with an opportunity to really engage with their customers.’

The new beacon technology is also being trialled at luxury shirtmaker Hawes & Curtis in London, and Bentalls department store

in Kingston upon Thames.

In the retail space, location-based technology will be about creating an immersive and engaging experience that surprises and delights consumers, says Chubb. ‘iBeacons will have to work hand in hand with in-store displays and products to give consumers a sense of feeling and therefore leads to purchase. The near future applications include providing consumers with product information, deals or offers on specific and tailored products. There is also the potential for click-and-collect customers to avoid queues, and immediately be greeted with their parcel.’

As time goes on, Headland believes we will see more and more of this type of technology come into play. ‘The technology is still in its infancy, but the potential is great.’

Dispelling the myths Mike Crooks, MiBeacons development director at mobile app development company Mubaloo, dispels five common myths surrounding iBeacon technology.

1. Beacons send content to a device.

2. iBeacons are for iOS only.

Wrong. Beacons simply broadcast a signal. That signal is then interpreted by a mobile device and, if it matches up with an app on the users device, triggers an action in the app. If a device has an app installed, designed to pick up the specific signal ID, a set action will be triggered. The action may be to send a notification, navigate to a specific section of an app, or to just sit in the background and take no action at all.

The beauty of this is that it can work offline (without cellular or WiFi), just triggering the right action in-app. This will be very useful for areas where WiFi or cellular isn’t available. Alternatively, it can also work with back-end content stored in the cloud when the device is connected. The end goal of beacons is to provide contextually relevant information and experiences to the end user, in return for business intelligence.

Not strictly true. iBeacons is Apple’s trademark that hardware manufacturers can certify to Apple’s specification, allowing the manufacturer to use the term ‘iBeacon’. The actual technology being used here is called Bluetooth Smart. This means that beacons can work with apps on any Bluetooth 4.0 device that includes support for BLE in the OS (Apple is first to the market here.)

3. Beacons can be used for triangulation.

False. Devices can only derive the proximity from the BLE signal being emitted from a beacon. There isn’t currently a way to properly use beacons for triangulation.

Beacons know whether a user is far, immediate or near. They don’t know the exact distance.

When it comes to indoor location, beacons will help with navigation by understanding which beacons are nearby

to determine where a user is (e.g. in the entrance lobby or in aisle 12, section five of the depot.) It’s for this reason that triangulation isn’t really needed.

4. Beacons will drain your battery.

False. Bluetooth isn’t the battery hog that it used to be; the clue is in the name ‘Bluetooth Low Energy’.

5. iBeacons can prompt an app to be downloaded.

False. Beacons can’t trigger apps to download. It won’t be possible for Amazon to get users to open their app when people walk into a retailer’s store (although Amazon could provisionally use outdoor adverts near to retail stores to encourage users to open it, if they wanted to.) Apps won’t be able to download automatically when a user gets near to a beacon. Beacons can only work with the apps they are designed to work with. User security and safety has been considered here.

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www.iconeme.com 17/09/2014 12:47

opinion

Experience design: Know your audience While the digital age has brought with it the social media tools to amplify brand association, it is the physical space where consumers live the experience, says Darren Turrell, founder of experience design consultancy, Embryo Studio.

I’ve been a raver, goth, indie kid and into a few other subcultures in-between. Certainly with my own individual twist, but I can’t deny that I fell into the music, fashion and often the lifestyles associated with each.

Some brands manage to capitalise on scenes and movements like these. I remember being in my early teens and walking into Hyper Hyper in High Street Kensington. The music was super loud, akin to a club, and the genre played was exactly what my crew and I were into at the time. The market style worked as a setting and staff were more ‘clued up’ than us; being a few years older.

They embodied the movement in attitude and looks, and we wanted a piece. Much of the clothes in store were a little too ‘out there’ for my taste at the time: leather trousers, rubber tops and heavy fake fur stuff. But I wanted some of the action, opting for the simplest thing I could find, a white cotton T–shirt that set me back three times the going rate. My Mum claiming she could have got one from C&A (think Primark of the early 90’s) for half the price was an unhelpful dis. But anyway, that T-shirt was worth every penny to me and graced the fields and dance floors for many years to follow.

So there you have a personal account of how brands can connect with niche social groups and those on the fringes. Some make the mistake that this is exclusive to fashion. Arguably, they are closer to ‘lifestyle’ and can deliver more retail storytelling or ‘theatre’, but it’s relevant to any sector. Know your audience and create environments and experiences that they connect to.

Whether it happens in a natural authentic way or strategically, culturally relevant physical environments are for me, the most important medium for any brand.

While the digital age has brought us all the social media tools that can amplify ‘brand association’, these physical spaces are where you live the experience. You’re not looking at a screen but immersed within the whole.

It’s with some surprise that I meet brands today that don’t appreciate this or, worse still, don’t know who they’re trying to communicate with. ‘Everyone’ is not a good enough answer.

Everyone is no one. Bland, beige, lifeless. How can you elicit

a response from a group of people if you don’t know what they’re into? Ultimately, there is no place on the high street for brands who are unsure of this. Neither is there space for brands who don’t know how to articulate their story through the use of creative experiences.

Helping you define this is the first stage of any experience design process. The answer is half analytics and half creative magic. In regard to physical retail spaces, it’s about considering the environment as a whole. So, where many design agencies finish with the physical elements, we use experience design thinking to amplify the environment through the use of sound, music, digital, interactive, and scent. Sometimes even art installations. But always immersive and ensuring everything works in harmony with the physical space.

Once in place, environments become more memorable and more relevant; able to transform to mean different things, to different people, at different times. Whether it’s for an immersive brand experience, amplifying a campaign, or offering two-way interaction for information. Experience design thinking provides a creative canvas for all of these things.

Experience designers should have a broad understanding of retail design, audience behaviour, technical hardware, software and sensory tools; collaborating with clients and introducing relevant case studies, best practice advice and partner recommendations. Managing the entire project within an organisation to realise the dreamer’s dream.

embryodesign.wordpress.com 59

Dover Street Market

Dover Street Market:

The Next Ten Years The original Dover Street Market in London reopened this month following a transformation ahead of its 10 year anniversary.

by Phoebe English’s SS15 collection.

Each floor has event spaces devoted to different designers that will change every week, while temporary market stalls offering special products for the anniversary are scattered throughout the building.

The basement now features a dedicated Nike space and Tokyo’s Good Design Shop (a collaboration shop between Comme des Garcons and D & DEPT), while the Rose Bakery on the fourth floor has

Opened in September 2004, Dover Street Market in central London was initiated as a fresh approach to the upmarket retail environment. At the multilevel fashion store in Mayfair there are no set criteria. The diverse collections include established labels and emerging talent, through to traditional products that transcend fashion.

Indeed, the most important underlying factor is that every brand has a strong vision and something original to say. And in keeping with the Dover Street Market concept, the design houses are given the freedom to determine their own brand spaces, while artists, film and theatre designers are frequently invited to intervene

in existing spaces.

‘I want to create a kind of market where various creators from various fields gather together and encounter each other in an ongoing atmosphere of beautiful chaos; the mixing up and coming together of different kindred souls who all share a strong personal vision,’ says Rei Kawakubo, the mastermind behind the design-led department store and the Comme des Garcons fashion label.

Housed in a converted Georgian building, the 1,200 sq m emporium covers six floors and holds all the Comme des Garcons brands, alongside specially selected designers and artists. The interior regularly evolves, with the store closing twice a year to undergo a seasonal redesign known as Tachiagari (meaning ‘beginning’ in Japanese).

At the end of August 2014, the store closed for three days to undergo a major transformation ahead of its 10 year anniversary. Throughout September, the design-led space will host a series of events, installations and special products under the general heading of ‘The Next Ten Years’.

As part of the celebrations, a new large event space on the first floor has been handed over to Louis Vuitton for the entire AW season, as well as an expanded jewellery section and wallet display on the ground floor. The windows have also been given over to Nicolas Ghesquiere’s first Vuitton collection before being taken over

been extended. New fitting rooms designed by artists such as RK + Peter Blake and SC Artroom have also been introduced on the first and second floors.

The month-long celebration began on 1 September with the worldwide launch of Pharrel Williams’ fragrance ‘Girl’ and the unveiling of an installation by Rei Kawakubo, symbolising with structures and messages of ‘The Next Ten Years’ and covering the whole of the facade of the building.

www.doverstreetmarket.com

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products

flooring + surfaces Armourcoat Decorative coatings specialist Armourcoat is sponsoring the Eco, Design & Build hall at 100% Design this month. The hall includes the central ‘materials landscape’ hub, designed and curated by Thomas Matthews in partnership with SCIN gallery. The hub aims to bring together the diverse areas of ecology, design and construction to discuss challenging and thought provoking industry issues. Experts will talk about varied projects from biological 3D printing with mushrooms to up-cycling car parks into bars. As part of the London Design Festival, Armourcoat will also exhibit at Super Brands for the first time.

T. +44 (0)1732 467 993 E. sales@armourcoat.co.uk www.armourcoat.com Twitter: Armourcoat

Geaves Eraora is a new range of deeply embossed, raw timber-effect melamine faced chipboard and high pressure laminates from Geaves. The surface is engraved deeply with a natural wood grain texture to give the contemporary finish. The perfect alternative to a natural wood surface, this cost-effective solution has a beautiful uniform finish that is easier to maintain than natural wood. The full range of coordinated products available, including HPL and ABS edge, gives users the flexibility to design seamless wood-effect interiors with a natural finish for a wide variety of applications.

T. +44 (0)1245 329 922 E. info@geaves.com www.geaves.com

Polyflor A selection of Polyflor products have been installed in the new branch of luxurious fragrance, skincare and bathing product retailer, Bath House. More than 40 sq m of Polyflor flooring has been installed in the front of house by Treadwell Flooring of Cumbria, including Expona Commercial, XL PU and Classic Mystique PUR. This high-end retail project also features a central bespoke design courtesy of the Polyflor design team.

T. +44 (0)0161 767 1111 E. info@polyflor.com www.polyflor.com

CD UK Corian Corian fabricator, Datum Contracts has completed its largest Corian project to date, for shopping centre company intu, at its centre in Uxbridge. Datum was required to manufacture a unique and challenging new customer service desk for the shopping centre, which has 12 million people passing through it each year. As part of intu’s national brand strategy, they’re investing heavily in World Class Service and as part of this needed a great customer service desk place from which to deliver this service. Supplied to intu by exclusive UK distributor, CD (UK), Corian was used to form curved and shaped ‘ribbons’ that flow from a central island desk and features various AV screens, seats and interactive activities, including Etch-aSketch tablets in low-level cupboards for children to explore.

T. +44 (0)0113 201 2240 E. info@cdukltd.co.uk www.cdukltd.co.uk Twitter: cdukltd

63

products

POP + display proportion>london proportion>london’s latest showroom presentation includes three brand new collections, plus additional developments in some of its signature ranges, illustrating radical thinking in fashion VM. Boudoir (pictured) is a sensual collection of lingerie bodies and accoutrements for exquisite underwear presentation. Bust forms designed with soft curves and irresistible appeal are supported by a full set of hosiery legs and lingerie boutique items. Adding an element of drama to this range, a unique visual waterfall fixture of interlocking legs can be used to punctuate the retail space like an astonishing piece of installation art. Other new collections include Capsule and Theory.

T. +44 (0)20 7251 6943 E. info@proportionlondon.com www.proportionlondon.com Twitter: Proportion

Barthelmess Featuring a range of more than 6,000 themed items, the Decorado catalogue by Barthelmess includes a huge selection of props, POS and visual merchandising equipment.

In fact, everything a retailer would require to create window and in-store displays throughout the year. The Decorado catalogue is updated twice a year for Spring/Summer and Autumn/Winter, so there’s a good chance we’ll have exactly what you’re after.

T. +44 (0)1234 241 822 E. lucie@barthelmessuk.com www.barthelmessuk.com Twitter: buk_vm

arken P-O-P International Unibox Ledge 105 from Unibox features the latest in LED edge lighting technology, making it possible to create sophisticated lightboxes which contain an easily reconfigurable, magnetic display system. Since its launch in April, Unibox has been working with the British design team at Tom Dixon to test its adaptability and experiment with the boundaries of Ledge 105 for their Portobello Dock store. Tom Dixon’s iconic designs are elegantly displayed on bespoke laser cut shelving, attached by the Ledge 105’s invisible, magnetic display system.

T. +44 (0)161 655 2114 E.marketing@unibox.co.uk www.unibox.co.uk Twitter: UAunibox

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arken is a one-stop shop for all of your poster display needs, supplying everything from illuminated window displays to poster frames. Products are available off the shelf, can be customised to your exact colour or size requirements, or bespoke displays can be designed in house to suit your needs. All products are manufactured to the highest quality at arken’s factory in the UK, allowing them to offer short lead times at very competitive prices, making them one of the most popular suppliers to leading retailers.

T. +44 (0)1638 565 656 E.info@arken-pop.com www.arken-pop.com

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Call now 0844 8009 305 www.theretailfactory.co.uk

products

selection Epson Epson has announced an upgrade in the TM-Intelligent family: the TM-iHub products. They act as a hub for a hassle-free, tablet-based, point-of-sale (POS) platform. This enables the TM-T88V-iHub and TM-T70-iHub to be used for issuing receipts to customers direct from tablets and other mobile devices running popular web browsers, as well as controlling other POS peripherals, including barcode scanners and cash drawers. This is the second generation of products in the successful TM-i range. While the TM-DT range of products provides legacy application compatibility for businesses the TM-iHub range focuses on providing a platform for tablet-based, POS solutions.

T. +44 (0)1442 261 144 www.epson.co.uk Twitter: EpsonUK

JS Air Curtains Essensse from JS Air Curtains is an attractive and economic air curtain suitable for a range of environments, including small shops, restaurants and banks. Essensse can deliver up to 2,900 cu m of air, enabling it to seal doorways up to 2.5m high when mounted above an entrance. Easy to install, the compact unit is finished in white RAL 9010 as standard with other colours available on request. The air curtain is controlled via a wall-mounted controller with multiple units able to be operated from the same control system.

T. +44 (0)1903 858 656 E. info@jsaircurtains.com www.jsaircurtains.com Twitter: JSAirCurtains

DORMA

Festive Promotions

As part of a major ÂŁ25 million refurbishment of a landmark Debenhams store on Oxford Street, the UK retailer had to ensure that customer entrances met their exacting requirements. With constant foot traffic, performance and durability of utmost importance, along with striking aesthetics, an automatic and manual door entrance package from DORMA was specified. In keeping with the impressive new exterior, a complete entrance package of 14 toughened glass door sets were specified, including seven manual pairs with DORMA floorsprings, six DORMA ED200i in-head automatic swing door operators and one all glass fire escape door featuring DORMA AD 4400 TGD panic hardware.

Christmas is coming! For all your festive requirements, including baubles, candles, crackers, eco friendly items, Santa hats, snowballs and snowglobes, contact Festive Promotions.

Samples, quotations, free visuals and company brochure are available on request.

T. +44 (0)1462 477 600 www.dorma.com Twitter: dormauk

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T. +44 (0)1865 744 711 sales@festivepromotions.com www.festivepromotions.com Twitter: FestivePromos

Retail Focus Sep 14_Layout 1 28/08/2014 15:16 Page 1

Retail Supplies from Morplan display props shopfittings carrier bags ticketing mannequins & more

● ● ● ● ●

QUALITY YOU DEMAND. PRICES YOU ENJOY. SERVICE YOU EXPECT.

0800 45 11 22 morplan.com Stores in London, Bristol & Glasgow

POP & display

focus on: POP + Display Flex effect Flex Tray from HL Display is a new flexible on-shelf system that merchandises and advertises products simultaneously. Suitable for a range of categories, including health and beauty, the trays come in a choice of sizes, with or without integrated walls and can be used with the low voltage, plug & play Ad Lite.

www.hl-display.com

Point-of-purchase displays are intended to draw attention to particular brands, products and events in store. A well-designed display - whether traditional or digital - will enhance the consumer experience and influence shoppers during the moment of decision. This month we browse a range of recent campaigns and POP solutions, including the new interactive CenterStage display from Samsung Electronics that blends the physical with the digital.

Take centre stage Samsung Electronics has collaborated with Cheil Worldwide and The Barbarian Group to create a digital in-store display that can be used to showcase the brand’s entire home appliance portfolio in true-to-life size. Called CenterStage, the interactive 4K UHD display enables Samsung to display product suites with little investment in showroom space. ‘By blending the physical with the digital, we are transforming the way consumers experience our products and making it much easier for them to shop for appliances,’ says Yoon C. Lee, vice president, Samsung Electronics. ‘With retail floors getting more and more cluttered, CenterStage offers virtual access to every Samsung home appliance on the market with an immersive UHD display, engaging graphics, and clear explanations of product features and benefits.’ The concept launched at an undisclosed store in the UK, in August.

www.samsung.com www.cheil.com

Philips LED the way Creative Instore Solutions (CIS), together with Philips Lighting Australia, have produced a series of in-store point-of-purchase activations that show consumers transformations in LED technology. The suite of displays, including counter, floor and hanging, are designed to provide brand consistency with a clean, modern aesthetic across both the trade and retail environment. The hanging unit with its single button test mechanism educates consumers on bulb options such as warm or cool lighting, while also showcasing the quality standards of the Philips brand.

www.lighting.philips.com www.creativeinstoresolutions.com

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POP & display

Sweet smell of Bella Freud For Bella Freud’s debut perfume collection, which launched in Harvey Nichols this summer, arken P-O-P created a custom-designed display featuring tall, free-standing highgloss black plinths. The display was installed in the fragrance department for a period of two weeks to coincide with the launch and showcased both the fragrances and candles. The display was supported by secondary promotional areas in the entrance window displays and a section in the fragrance retail area.

www.bellafreud.com www.arken-pop.com

Eco chic Luxury fashion label, Cinzia Rocca has installed a selection of cardboard furniture designs into a number of its store to showcase merchandise.

Created by Italian architect Giorgio Caporaso and supplied by E-Side, the furniture pieces include the X2 chaise longue with interchangeable finishes and the More Light modular shelving system with its honeycombed texture and contrasting hard candy lacquered facade. Like the X2 chair, the modular shelves’ exterior is interchangeable so that the overall look can be switched according to seasons, trends and complementary colour palettes.

www.cinziarocca.com www.e-side.co.uk

In the frame German accessories company, Reisenthel opened its first own-brand store in April in the new Bikinihaus complex in Berlin.

The 90 sq m space features light-coloured flooring, white painted furniture and a customised display system from Visplay. The Xero Frame showcases the brand’s many products and can be used individually to create focal points or as wall units of different shapes and sizes. Coloured fabrics, information panels and lighting can also be integrated in each frame.

www.reisenthel.com www.visplay.com

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Directory

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 www.retail-focus.co.uk 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 terry@retailfocus.co

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Directory

Aluminium Fittings

Bespoke Display

Bespoke Display

Design Consultancies

RGB Products 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: info@d-i-a.net W: www.d-i-a.net S. www.twitter.com/DesignsinAlumin

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.

We provide a bespoke manufacturing service for Point of Purchase and Exhibition Display products. Using our CNC Router and other machinery, we can prototype and produce your merchandising displays and products.

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, 020 3260 3888 E. info@axiseurope.com W.www.axiseurope.com/retail S. www.twitter.com/AxisEuropePlc

T, 01403 783670 E. sales@rgbproducts.co.uk W. www.rgbproducts.co.uk

T: 01530 814200 E: studio@hsquared.co.uk W: www.hsquaredltd.co.uk S: www.twitter.com/HSquaredLtd

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.

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.

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. sales@microslat.com W. www.microslat.com S. www.twitter.com/MicroSlat

T, 08705 340 340 E. customerservices@bbrown.co.uk W. www.bbrown.co.uk S. www.twitter.com/luvbbrown

T 01892 890608 E: phil@spurcreative.co.uk W www.spurcreative.co.uk S: www.twitter.com/ spur_creative

T, +44 (0) 1179 725168 E. victoria@ignitiondg.com W. www.ignitiondg.com

Aluminium Fittings

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

Extensive stock held of: *Slotted uprights *Aluminium slatwall *Perimeter Sections *Corner sections *Design and bespoke service.

T: 0 01422 310767 E: sales@wbelland.com W: www.wbelland.com

Balloons & Bunting

Bespoke Display

Bespoke Display

Bespoke Display

H Squared Limited are display specialists in creating brand presence at the point of purchase. Through a holistic approach to the development of display... strategic led creative design and cost effective manufacture, supply and installation, H Squared are able to offer clients an experience to nurture an idea as well as the capability to realise and deliver these ideas.

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

T: 01530 814200 E: studio@hsquared.co.uk W: www.hsquaredltd.co.uk S: www.twitter.com/HSquaredLtd

T: 0 01422 310767 E: sales@wbelland.com W: www.wbelland.com

Bespoke Display

Extensive stock held of: *Slotted uprights *Aluminium slatwall *Perimeter Sections *Corner sections *Design and bespoke service.

CNC Routing

Design Consultancies

Design Consultancies

We are TWO Visual, the retail agency specialising in visual merchandising.

Led by brand directors Jeanette Cheetham and Brendan Gordon we provide everything retailers need to make their brands visually dynamic, whilst improving team and commercial performance.

T, +44 (0) 1858 414275 E. hello@twovisual.co.uk W. www. twovisual.co.uk S. www.twitter.com/TWO_Visual

Display

RGB Products 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.

We provide a bespoke manufacturing service for Point of Purchase and Exhibition Display products. Using our CNC Router and other machinery, we can prototype and produce your merchandising displays and products.

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, 01494 774376 E. sales@b-loony.com W. www.b-loony.com

T: +44 (0)8450 944 699 E: ben.wang@ksf-global.com W: www.ksf-global.com S: www.twitter.com/KSFGlobal

T, 01403 783670 E. sales@rgbproducts.co.uk W. www.rgbproducts.co.uk

T: 0845 3730073 E: info@graphicadisplay.co.uk W:www.graphicadisplay.co.uk S. www.twitter.com/graphicatweet

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Directory

Display

Are you looking to increase your product sales, re-brand or launch a new product? If you’re not already talking to us, you should.

Our group offer an unprecedented level of experience coupled with a comprehensive range of products and services. Our aim is to make your products sell and your service the best on the market.

T: +44(0)113 265 0093 E: sales@concept-data.com W: www.concept-data.com S. www.twitter.com/GDProjects

Display

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: mail@rarebasic.com W: www.rarebasic.com S: www.twitter.com/rarebasic

Display - Digital

Furniture

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: info@crystal-display.com W: www.crystal-display.com S. www.twitter.com/CrystalDisplays

Display - Digital

T 01892 890608 E: phil@spurcreative.co.uk W www.spurcreative.co.uk S: www.twitter.com/ spur_creative

Furniture

Display

Display

GDP designs, manufactures, delivers and installs world-class retail environments, store fixtures, displays and visual merchandising equipment.

GDP is truly Global, through its activities in many parts of the world.

We have supplied high-end displays and furniture to successful retail brands throughout Europe, North America, South Africa and South East Asia.

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.

Impulse are a retail display design and manufacturer, offering our own UK facilities and overseas supply chain if time allows.

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: info@gdprojects.eu W: www.gdprojects.eu S. www.twitter.com/GDProjects

T 01892 890608 E: phil@spurcreative.co.uk W www.spurcreative.co.uk S: www.twitter.com/ spur_creative

T, 01767 682756 E. sales@impulsepop.co.uk W.www.impulsepop.co.uk S. www.twitter.com/impulsepop

T: 01923 800666 E: info@stylographics.co.uk W: www.stylographics.com S. www.twitter.com/hellostylo

Display

Display

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: info@ipos-design.co.uk W: www.ipos-design.co.uk S. www.twitter.com/iposdesign

T: 01923 800666 E: info@stylographics.co.uk W: www.stylographics.com S. www.twitter.com/hellostylo

Display

Impulse POP specialises in Point of Purchase display systems for the Retail sector.

We offer many years of experience in all aspects of retail design, with in house manufacture - including quick turnaround prototypes, or overseas manufacture, delivery, installation and retail merchandising.

T, 01767 682756 E. sales@impulsepop.co.uk W.www.impulsepop.co.uk S. www.twitter.com/impulsepop

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Display

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

EPOS

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: sales@ded.co.uk W: www.ded.co.uk S: www.twitter.com/dedltd

Finishes

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

Extensive stock held of: *Slotted uprights *Aluminium slatwall *Perimeter Sections *Corner sections *Design and bespoke service.

T: 0 01422 310767 E: sales@wbelland.com W: www.wbelland.com

T. +44 (0)1732 460 668 E. sales@armourcoat.co.uk W. www.armourcoat.com S. www.twitter.com/Armourcoat

Graphics

Graphica Display print, produce and install retail graphics including till point graphics, window graphics, LED lightboxes, cut & printed vinyl and much more. Nationwide & Euorpean delivery and installation.

T: 0845 3730073 E: info@graphicadisplay.co.uk W:www.graphicadisplay.co.uk S. www.twitter.com/graphicatweet

Graphics

We create bespoke tailored solutions for retail, interiors, exhibitions, museums and 3D and we know one size does not fit all. Our teams are always ready for the challenges, big or small.

T: 01923 800666 E: info@stylographics.co.uk W: www.stylographics.com S. www.twitter.com/hellostylo

Directory

Interactive Displays

POP/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.

Impulse POP specialises in Point of Purchase display systems for the Retail sector.

We offer many years of experience in all aspects of retail design, with in house manufacture - including quick turnaround prototypes, or overseas manufacture, delivery, installation and retail merchandising.

T: +44 (0) 1634 292 025 E: info@crystal-display.com W: www.crystal-display.com S. www.twitter.com/CrystalDisplays

Lighting

Atrium, established 36 years ago, is the UK’s longest standing independent architectural lighting supplier. Flos, Ilti Luce, LTS and Modular have granted us full exclusivity for the UK and the Republic of Ireland. We specialise in the supply of high quality design-led technical and decorative luminaires to the commercial project market.

T: +44 (0)20 7681 9933 E: sales@atrium.ltd.uk W: www.atrium.ltd.uk S. www.twitter.com/Atrium_ltd

Lighting

LED Solutions are a specialist LED lighting supplier who can offer you a wide variety of bespoke lighting solutions for the sign, shop fitting and display industries.

T: 0116 262 5933 E: sales@ledsolutions.co.uk W: www.ledsolutions.co.uk S. www.twitter.com/ LEDSolutionsUK

POP/POS

T, 01767 682756 E. sales@impulsepop.co.uk W.www.impulsepop.co.uk S. www.twitter.com/impulsepop

POP/POS

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.

T: 0161 477 8501 E: info@ipos-design.co.uk W: www.ipos-design.co.uk S. www.twitter.com/iposdesign

POP/POS

From small, lightweight point-of-sale display turntables for short term use, to larger turntables designed for durability and reliability over many years, Movetech UK has a turntable to meet your needs.

T: 01204 537680 E: display@movetechuk.com W:www.movetechuk.com S. www.twitter.com/movetechuk

POP Install

100% provides services in the UK & Europe covering: • • • • • •

Display Installation POS Updates & Maintenance Store Audits Transport & Warehousing Project Management Online Reporting

T: +44 (0)161 929 9599 E: dan.williams@100percentgroup.com W: www.100percentgroup.com S. www.twitter.com/ 100percentgroup

POP Install

Slatwall

MicroSlat is a strong versatile 25mm fine pitched aluminium slatwall system.

With a bespoke range of components it can be used to build unique and interesting displays or add value to existing designs.

T. 01325 351 276 E. sales@microslat.com W. www.microslat.com S. www.twitter.com/MicroSlat

Slatwall

We are the leading retail implementation agency with unrivalled expertise in Installation, Retail Audits, Merchandising and Field Marketing. If you think your campaigns might benefit from a complete service, you should talk to us.

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

T: +44 (0) 1625 569 143 E: instore@momentuminstore.com W: www.momentuminstore.com S: www.twitter.com/momentuminstore

T: 0 01422 310767 E: sales@wbelland.com W: www.wbelland.com

POP Install

Our aim is simple: To provide GOLD STANDARD Installation and Merchandising of Display Equipment at competitive prices.

T: 0161 941 2239 E: mike.kirchin@plan2install.co.uk W: www.plan2install.co.uk

Extensive stock held of: *Slotted uprights *Aluminium slatwall *Perimeter Sections *Corner sections *Design and bespoke service.

VM

With over 24 years experience and knowledge within the industry, we pride ourselves on offering a tailored service for retail solutions such as Mannequins, LED Lighting & magnIQ our patented magnetic wall system.

We work with many different sectors, including; Designers, Stylists, Architects and Visual concept team buyers.

T +44 (0)20 8348 9888 E: mail@rarebasic.com W: www.rarebasic.com S: www.twitter.com/rarebasic

VM - Training & Tools

POP/POS

Retail Consultancy

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.

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 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.

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: 01530 814200 E: studio@hsquared.co.uk W: www.hsquaredltd.co.uk S: www.twitter.com/HSquaredLtd

T 01892 890608 E: phil@spurcreative.co.uk W www.spurcreative.co.uk S: www.twitter.com/ spur_creative

T, +44 (0) 1858 414275 E. hello@twovisual.co.uk W. www. twovisual.co.uk S. www.twitter.com/TWO_Visual

T, +44 (0) 1858 414275 E. hello@twovisual.co.uk W. www. twovisual.co.uk S. www.twitter.com/TWO_Visual

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Q&A

In February 2014 Australian retailer Smiggle brought its popular stationery brand to the UK with a new store at Westfield Stratford City. By the end of 2014, the company plans to have 18 stores up and running in the UK with further openings expected over the next five years. Here, we talk to group managing director, John Cheston about launching in the UK and what sets the brand apart from the competition.

RF. What drew you to the Smiggle brand?

JC. The opportunity to work for a unique, fun, inspirational and truly creative brand with the ambition and potential to be a global player in personal stationery.

RF. Who is Smiggle’s target market?

JC. Anyone who has the zest for life, enjoys fun and humour, and wants to stand out. While a lot of our fans are 6-14 years of age, we also have a lot of customers who are 80 years young.

RF. What sets Smiggle apart from other UK stationery retailers?

JC. Our focus is on colour, fun, in-store interaction and introducing new products every week.

RF. What attracted Smiggle to the UK market?

JC. The market size, many similarities with our home market of Australia, the desire for our brand from the landlords in the UK, as well as a number of enquiries we have received from Smiggle fans in the UK for us to launch our brand in the UK. RF. How many stores does Smiggle plan to open in the UK? JC. We will have 18 stores open by Christmas 2014 with a further 25-40 thereafter for the next five years.

RF. What do you look for in a new location?

JC. Location! Location! Location! We do not compromise on the centre, high street, the size of the unit or brand adjacencies.

RF. How would you describe the Smiggle in-store experience?

JC. Bright, fun, wholesome, safe and with lots of staff interaction with our fans RF. Does the company plan to launch a transactional website in the UK? JC. Yes, watch this space!

RF. Where is your next target market for expansion?

JC. Our focus for the next 12 months will be to ensure we delight our fans in the UK, so the team’s effort is solely on the execution of this market presently.

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