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Retail design inspiration.
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Visual Merchandiser offer a boutique style service where every one of our clients is treated with the utmost attention and respect. Our professional skillful team have a wealth of experience, giving us the ability to understand your bespoke requirements first time, without hesitation. We offer many services, all of which can support your visual goals and aspirations. We know what it means to stand back and smile!
A boutique style service
VISUAL MERCHANDISER UK PARTNER OF EURODISPLAY
0844 800 9305 | [email protected] | visualmerchandiser.co.uk
To be part of the exciting new leading event for the 5billion retail design and VM industry, crafted for you by the shows Steering Group of leading industry figures call us TODAY.
We have managed to take more space at Londons Olympia due to exceptional take up of space but this too is now becoming scarce so do not delay!
Contact Annie Swift, Nick Field or Rachel Scott on 020 8874 2728 or email [email protected] to enquire about stand space or sponsorship opportunities for key attractions such as the VM and Windows Masterclass, The Student Retail Design Awards, The Student VM Awards, the Balcony Restaurant, The Designers Tea, Juice and Coffee Bar, and more besides!
INTRODUCING
INNOVATION AND INSPIRATION IN RETAIL DESIGN, VISUAL MERCHANDISING AND BRANDING UNDER ONE ROOFAT LAST!
Lego by FITCH London
Regulars7 Leader8 Diary11-14 News
17-18 WindowshoppingInspiring window displays from around the globe.
20 TopofthePOPS
23 KarlMcKeeverWith the autumn season just around the corner, the retail marketing mix has never been so crucial, says Karl.
www.retail-focus.co.uk
.25-32 ProjectFocusWatches of Switzerland: Fred Perry: Birkenstock
43 OpinionDigital and physical are no longer mutually exclusive, and smart retailers are successfully blending the two, argues David Wright, group marketing director
at design consultancy Dalziel & Pow.
47-54 ProductsProducts and services for the retail industry.
34LondonDesignFestival
66 Q&ADanielle Anderson, director of digital experience at Harris+Hoole, talks mobile payments, personalised service and dreaming big.
4058Focuson:Materials&Finishes
45MallofScandinavia
Luxuryretail
20
14 C
alli
son
LLC
FeaturesFollowing five years of meticulous research and planning, and an eight-month
build, Watches of Switzerland has opened what is thought to be Europes largest showroom devoted to luxury watches, on Londons Regent Street.
Onetowatch25-26
Ask for your free visitor badge onwww.retail360show.com
Invitation code: PUB
Stay connected to your event!
7leader
EditorGemma Balmford
t. +33 (0)7 61 03 21 33
Production & WebTerry Clark
t. +44 (0)845 680 7405
Display SalesLee Cullumbine
t. +44 (0)845 680 7405
f. +44 (0)871 528 8000
SubscriptionsFor subscription enquiries
please email:
Retail Focus is published 12 times a year by
Retail Focus Promotions Ltd, Yeomans, Bassetts Lane,
Woodham Walter, Maldon, Essex, CM9 6RZ.
No part of Retail Focus may be reproduced, stored in a retrieval
system or transmitted in any form without permission. Please
address all enquiries to the editor at the above address. The
opinions expressed in Retail Focus are the views of the writer and
do not necessarily reflect the views and opinions of the publisher.
Every effort has been made to ensure accuracy of the information
contained in these pages. We will assume permission to publish
any unsolicited material unless otherwise stated.
Retail Focus Promotions Ltd 2013.
Retail Focus is proud to be associated with and a supporter of ACID
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Get more from Retail Focus online! www.retail-focus.co.uk
It seems emerging markets together with a new class of luxury shopper are driving growth in the global luxury retail sector. Moreover, a high percentage of revenue in the sector is still being generated in store, according to a study by Ledbury Research. As a result, brands are continuing to open stores and so-called mega stores, as well as experiment with other types of retail experiences, such as pop-up shops.
In the past year or so, Bottega Veneta, Saint Laurent, Omega and Chanel - to name but a few - have all opened their largest stores worldwide, delivering a truly immersive brand experience. This month, we look at developments in the luxury sector and find out which emerging markets present the greatest opportunities for growth (pages 40-41).
On the subject of mega stores, Watches of Switzerland has recently opened what is thought to be Europes largest showroom devoted to luxury watches. Designed in collaboration with global architecture and design firm, Callison, the 1,580 sq m store houses a number of boutique showrooms as well as a service centre and VIP room, offering the quintessential Swiss watch experience. The store opened this year to coincide with the retailers 90th anniversary. You can find out more about the landmark emporium, along with the new store design concepts for Fred Perry and Birkenstock in our Project Focus (pages 25-32).
Ahead of the London Design Festival in September, we also showcase some of the installations and events not to be missed at what is now, arguably, one of the largest and most dynamic design events in the world (pages 34-38).
Until next month!
Gemma BalmfordEditor
August 14
8diary
Conlumino Future Retail Strategies Congress 2014Copthorne Tara Hotel, London10-11 September 2014
The Conlumino Future Retail Strategies
Congress goes beyond recent advances
and disruptive technologies in retail, and
asks the question: What is all of this doing
for the customer? The purpose of the
two-day event is to explore how retailers
can better harness developments in
order to guide shoppers on their personal
customer journey. Speakers this year will
include Andy Street, managing director,
John Lewis, Adam Moore, customer
experience director, Goldsmiths, and
Martin Squires, head of customer insight
and value, Boots.
conluminowww.arena-international.com
World Retail CongressLa Defense, Paris29 September - 1 October 2014
The World Retail Congress 2014 will
explore Retail in an era of disruption.
The three-day event will provide an
invaluable opportunity to discover the
latest trends and strategic opportunities
in specific retail sectors. Top themes
will include the omnichannel world, the
changing consumer, future store and
international growth,
WorldRetailwww.worldretailcongress.com
100% DesignEarls Court, London17-20 September 2014
This year 100% Design celebrates its
20th edition with an opening by
French designer, Philippe Starck. The
event takes place during the London
Design Festival at Earls Court and is
characterised by a solid framework of
five distinctive zones, each featuring
a prominent, specially commissioned
installation.
designlondonwww.100percentdesign.co.uk
London Design FestivalLondon, Citywide13-21 September 2014
The London Design Festival is one of the
largest and most dynamic design events
in the world. Now celebrating its twelfth
year, the Festival aims to celebrate and
promote London as the design capital
of the world, and as the gateway to the
international creative community. More
than 300 events and installations will be
on offer across the capital.
L_D_Fwww.londondesignfestival.com
The Visual Merchandising and Display Show is 25 years young next April. Well be marking the event with the usual pizazz and a renewed vigour. Come and join the party.
T: 01945 420 068 | E: [email protected] | WWW.VMANDDISPLAY.COM
21ST TO 23RD APRIL 2015 AT BUSINESS DESIGN CENTRE LONDON
11
British luxury leather goods brand, Anya
Hindmarch has opened a temporary retail
space on Londons Mount Street that gives
a playful nod to the AW14 runway show.
The Mini-Mart is the first to showcase
all of the runway collection and will be
serving 99 ice creams at 99 Mount Street
throughout the summer.
The new collection is inspired by the
designers love of taking everyday objects
and giving them a luxurious makeover,
combining both craftsmanship and
humour. Imperial clutches with printed
snakeskin inlays mimic iconic cereal boxes
while Georgiana clutches are emblazoned
news
with vivid Daz or Ariel pop graphics.
The Featherweight Ebury features
iconic graphics usually seen on Frosties
or Cornflakes boxes, all created using the
alta frequenza craft technique. Packets of
Household has developed the experience design and branding
for Conviviality Retails new retail concept, BBs Warehouse. The
wine-led, bulk-buy franchise format aims to inspire customers as
well as match their needs with products and deals.
The BBs Warehouse name was developed to consciously
remain related to but independent from Bargain Booze,
Conviviality Retails biggest franchisee concern. The use of the
word Warehouse suggests its size, without announcing product
specialisation; the reach here goes well beyond wine, says
Households managing director, Julie Oxberry.
The store design uses bare textures of wood and brick, which
give a nod to the bargain basement feel, with pops of colour to
provide a contemporary touch that has warmth and personality.
Household has designed the brands marque as modern
and typographic, with a shine that smiles, inspired by the
reflection of light from bottles. The Bear icon is used to signify
colossal deals and to deliver BBs Warehouse permanent deals
with further personality.
The brand is bold, fun and democratic, says Diana Hunter,
CEO at Conviviality Retail. Too often shoppers are nervous about
making the right choices when it comes to beers, wines and
spirits, so this new format is designed to encourage shoppers to
browse at their leisure, try something new and tailor the deals to
Anya Hindmarch opens pop-up Mini-Mart
biscuits are reworked in snakeskin to act
as delicate clutches or bag accessories.
Designed in-house, the interior
combines bright neon signage and
graphics with original shopfittings.
suit their taste and budget.
The first BBs Warehouse opened in Wakefield, West Yorkshire,
at the end of July and the retailer is now in search of further UK
sites.
Household designs new Bargain Booze brand for Conviviality Retail
12
news
12
In brief...Womens activewear retailer, Sweaty Betty
is to open a new store at 3 Redchurch
Street in Shoreditch, London. The store
is due to open in August and will have
a store fit that reflects the dynamism of
Shoreditch and its shopping environment.
Colliers International advised on the
acquisition.
New Look has become the latest fashion
retailer to sign up to Queensberry Real
Estates Friars Walk development in
Newport, which is due to open Autumn
2015. New Look joins retailers and leisure
operators, including Debenhams, Next,
Topshop and Cineworld.
The Surface Design Show has announced
the launch of the Surface Design Awards
2015 and introduced a new judging panel.
The awards champion the best progressive
design and use of innovative surfaces
worldwide.
12
Y-3 presents new retail concept at Harrods
Selfridges has unveiled a new designer
menswear area at its London store as
part of its multimillion pound Menswear
Masterplan. Created in collaboration
with architect Alex Cochrane, the new
290 sq m space, called Designer West,
houses 12 new labels to Selfridges along
with carefully selected brands such as
Yohji Yamamoto and Comme des Garcons.
The new space is located on the first
floor in the central atrium of the store and
Selfridges London launches new designer menswear area
is anchored by three sculptural plinths,
dividing the overall area in two sides of
equal proportions. The floor echoes the
physicality of the plinths with oversized
geometrically cut stones.
A series of rails made of brass with a
patinated bronze finish provide height
contrasts around the central plinths, and
play with the perimeter of the space.
Three blue neon strip lights are
suspended from the ceiling, creating halos
above the accessories on display in the
fixtures below.
In addition, 11 custom-built bell jars run
through the space, created to house an
ongoing series of exclusive installations.
For the launch of the department, British
jewellery brand Hannah Martin London
has created geometric landscapes of
obelisk shapes and pyramid forms from
DuPont Corian that sit inside each jar
alongside a carefully chosen edit of the
companys work.
Terry Betts, director of menswear,
comments: This season weve recalibrated
what designerwear means. The result is
what we believe to be the most considered
and unique offer of mens fashion in any
department store. To walk around this
space will be to experience both the
latest collections from revered fashion
houses, and to discover new collections
in amongst them. Striking that balance is
something we take very seriously, and Im
incredibly proud of the integrity of the offer
weve put together for Designer West.
Selfridges has also launched a new
shopping service especially for the male
customer in search of an elevated and
personalised shopping experience. The
120 sq m space, also designed by Alex
Cochrane, comprises three elegant private
suites, a reception area and a salon
space complete with a floor-to-ceiling
library.
Adidas designer brand, Y-3 has opened
a new dedicated retail space in the
sports fashion department at Harrods.
Designed to embody the pioneering
sport-style aesthetic, the 25 sq m area
houses the AW14 menswear, footwear
and accessories and features a
number of fixtures created exclusively
for Harrods.
Located on the fifth floor of the
department store, the space features
mirrored polished and brushed stainless
steel shelving, which contrasts with dark
matt steel hanging rails. Other design
elements include a jet grey woven rug
and black glass wall, complete with LED
screen and backlit branding.
Jason Broderick, Harrods fashion
director for menswear, sports and fine
watches, comments: We are delighted
to showcase the new Y-3 concept,
which is the first of its kind in Europe.
This is an exciting time for our fifth
floor and this innovative new space is
a welcomed addition to our mens
casuals offering.
The retail space launched at the
beginning of August 2014.
13
news
With the atrium roof successfully lowered
into place, Network Rail has confirmed that
Grand Central and Birmingham New Street
station will open in September 2015. In
addition to the 60 shops, restaurants and
cafes in Grand Central, the development
will include a further 5,574 sq m of retail in
the station.
Nearly 85 per cent of the floor space
in Grand Central is now taken with Joules,
Cath Kidston, Fat Face, Jolie Papier and
Monsoon Accessorize joining the
23,226 sq m John Lewis department store.
They join the already announced Kiehls,
The White Company and LOccitane,
and will be complemented by an array of
restaurants and cafes, most of which are
13
Grand Central and Birmingham New Street to open in September 2015
making their debut in the city.
The opening of Grand Central
and John Lewis will coincide with
the completion of Birmingham New
Street station.
Keith Stone, leasing director for Grand
Central, comments: Grand Central is
integrated with the modern, redeveloped
station which will provide millions of people
from across the region with unparalleled
access to a range of exciting brands and
a premium shopping experience. When
Grand Central and Birmingham New Street
are launched in September 2015, customers
and passengers will see the amazing
transformation that will provide a unique
shopping and travel experience and a
PLANarama designs shop for Black heritage centre
gateway to the rest of the city centre.
With the vast majority of our retailers
and restaurants opening new shops in the
city, Grand Central will complement the
shopping and entertainment already in
Birmingham, making the city centre one
of the best shopping and entertainment
destinations outside of London.
The atrium roof, which links the station
and Grand Central together, was recently
lowered into place. The next construction
milestone for the project involves an
extensive demolition programme to remove
approximately 6,000 tonnes of reinforced
concrete, to create the atrium space. More
than 95 per cent of the waste material will
be re-used on site or recycled.
Retail design studio, PLANarama has designed, produced and
installed the interior for the UKs first dedicated black heritage
centre in Brixton, which opened towards the end of July.
The design brief from the Black Cultural Archives (BCA) was
to create a vibrant and functional shop that would engage all
age groups. The interior features modular shelving and tables for
product presentation along with a bustform incorporating the BCA
logo to help attract a young audience.
The BCAs signature triangle pattern has been applied to the
main wall to help brand the space, along with a speech bubble
containing a quote from the opening exhibition. Bright orange
and petrol blue have been used as highlight colours throughout
the interior.
Founded in 1981, the BCAs mission is to collect, preserve and
celebrate the heritage and history of black people in Britain.
14
news
Fortnum & Mason has announced plans
to open its first standalone airport store
and bar, at Heathrow Terminal 5. The
93 sq m outlet will carry an edit of products
from the retailers Piccadilly store and is
expected to open on 31 October.
The Fortnum & Mason Bar will
celebrate the best of Fortnums Food
Halls at Piccadilly and is due to open in
December 2014.
Commenting on the impending
opening, Ewan Venters, chief executive of
Fortnum & Mason, says: Heathrow is the
UKs hub airport and the first impression
of the country for more than 35 million
passengers a year. At Fortnums we have
three centuries experience of serving
Sheridan&Co recently designed and
developed a series of installations for
French cosmetics brand, Clarins in
Selfridges London as part of the stores
annual six-week event, The Beauty Project.
Designed to highlight the powerful
properties of natural plant ingredients and
the science used in the Clarins skincare
range, the installation comprised giant
Caulder Moore has developed a new
store design concept for Hotter Shoes to
appeal to a new, younger audience, while
still retaining the brands loyal customer
base. The new lifestyle brand environment
aims to promote the craftsmanship and
British spirit, moving away from a more
corporate approach.
Each store will be tailored to its
location with British designed furniture,
fabrics and lighting, as well as local
photography, reflecting attributes of the
surrounding area, says a spokesperson for
Caulder Moore.
The Hotter Shoes store at Intu Merry
Hill in the West Midlands is one of the first
to feature the new design, with a modern,
light and clean interior. The space is
divided into different zones with subtle
changes in materials and colours defining
menswear, ladieswear and active sections.
Datum Contracts worked closely with
project managers, Ampersand Associates
on the development and implementation
of the new design scheme.
Sheridan&Co completes Clarins beauty take-over at Selfridges
Hotter Shoes evolves store design to attract younger customer
Fortnum & Mason to open at Heathrow T5
customers travelling the globe, so its
fitting we should now serve passengers
flying to some of the worlds most
glamorous locations, including the likes of
New York, Hong Kong and Istanbul, and of
course, Dubai.
The move into Heathrow follows the
opening of two new Fortnum & Mason
stores over the past 12 months. In November
2013, the retailer opened its first new
store in more than 300 years at Londons
St Pancras International Station, and in
March 2014 it launched its first standalone
store outside the UK, in Dubai.
molecular bubbles filled with plants
and Clarins products. The bubbles were
suspended throughout the Oxford Street
store, including the atrium. Small satellite
sites were dotted across the shop floor,
informing and directing customers to a
central concession point in the Beauty
Hall.
TEL +44 (0)1273 582241FAX +44 (0)1273 580644
SHOPFITTING SYSTEMS
ALU
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IUM
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and mild steel accessories
From concept to finished product.
rarebasic.com
introducing
17
visual merchandising
Windowshopping
Inspiring window displays from around the globe
Harvey NicholsThe AW14 window scheme
at Harvey Nichols in London
plays on statement buzz
words. Flipping the window
to construct a more editorial
appearance, the displays
communicate this seasons
must-have items, using
hashtag slogans such as
work hard, play harder. The
graphic monochrome story is
the foundation for the scheme,
using a red highlight colour
as a thread running through
the windows.
Marc JacobsThe AW14 window campaign at Marc Jacobs on Mount
Street, London features clouds from the runway show.
Created in collaboration with Chameleon Visual, the
display uses moody lighting to recreate the storm
cloud effect. Photography: Melvyn Vincent
HarrodsFrom 17 July to 28 August, Harrods celebrates the luxury
craftsmanship available in store with its Made With Love campaign.
18
visual merchandising
BentallsWith the summer festival season in full swing, department store
Bentalls has linked its latest window scheme to music. Designed
in-house, the fashion windows are all based on a song with a
colour in the title and are all themed to that colour.
SmythsonSmythsons
The History of
Travel window
display takes
shoppers on a
journey around
the world.
To celebrate
the brands
longstanding
heritage of luxury
travel, Smythson
has teamed
up with artist
Billie Achilleos
to create a
staggerwing
model plane
made entirely
from its iconic
Panama
collection. The
display can
be seen at the
Smythson New
Bond Street
boutique.
Loreak MendianEntitled Bloom, this window display created by ja!studio for
Loreak Mendian uses everyday objects to showcase a shoe from
the Spanish streetwear brands SS14 shoe collection. The objects
change shape as they catch the breeze from the main shop
entrance. Photography: Juan vila
PrintempsThis summer, the window displays at Paris department store,
Printemps feature three renowned Parisian hotels: Le Bristol,
Le Shangri-La and Le Royal Monceau. Created by Francis
Peyrat, with background images by Greg Lotus, the windows
combine fashion with the legendary atmosphere of palace
hotels to celebrate French luxury and culture of services.
See more window installations from London and Paris on the blog:
www.retail-focus.co.uk/blog
SelfridgesFrom 30 June to 1 September, the windows at Selfridges celebrate
the innovators, boundary pushers and food designers that inspire
and shake the food world. Each window is brought to life by
artisan producers, creators and food artists highlighting their art,
whether it be a gin distiller or a display made entirely of cake.
POP
POPStop
Company:MJD
Client:Coty
Display Title:Sweetie Crush for RIMMEL LONDON
Sector:Beauty
Locations:UK-wide
The brief: To promote the launch of the limited-edition
Sweetie Crush nail range by RIMMEL,
MJD was tasked with creating a counter top
point-of-sale display solution that would
translate the strong advertising campaign
into store and help drive sales throughout
1,250 leading independent retailers.
The result:The Sweetie Crush collection comprises
five summer shades Sherbert Sweetheart,
Candyfloss Cutie, Fizzy Applelicious, Violet
Swizzle and Blueberry Whizz designed to
mimic the effect of sugar-dusted sweets.
Taking inspiration from candy jars and the
traditional candy trolley, MJD produced
an all-cardboard creative POS concept,
with each product shade appearing to
be contained in its own traditional-style
sweetie bag. The strong design theme
and vibrant colours of the finished display
perfectly suit the limited-edition range
of textured, sugar-coated nail polishes,
bringing a taste of seaside fun in-store with
a fun, irreverent look and feel.
www.mjdinspired.com
20
of the
WE ARE IPOS. WE SPECIALISE IN RETAIL.
IPOS, Unit 2d, Heapriding Mill, Ford Street, Stockport SK3 0BT [email protected] | 0161 477 8501 | ipos-design.co.uk
iposdesign
The Retail Shopfitting & Display Summit will provide you with a platform to enhance your company and share the long-term vision of the retail shopfitting business by setting tomorrows standards today, and to prepare for future developments, innovations and technology.
Network with fellow experts within this industry, listen tocase studies, meet and discuss ideas with retail shopfitting service providers, hear personal experiences and find solutions to issues facing this ever changing industry.
For further information or to book your place contact:Delegate: Paige AitkenSupplier: Courtney Brown
01992 [email protected] www.forumevents.co.uk Media Partner
9th - 10th February 2015Radisson Blu HotelLondon Stansted
@Retail_Summit
Q & A
23
The retail marketing mix has never been so crucial
The autumn season is just around the corner, and its collections
for all fashion brands are typically the most important of the year.
To be clear, having a successful autumn season can make all the
difference between success and failure these days.
Autumn is such a big deal as, traditionally, people spend
more on their autumn/winter wardrobes than they do in spring/
summer. This is because people invest in new work wear, special
party clothes and all manner of heavier, costly products for the
colder weather.
To kick the season off, September will once again see the
fashion phenomenon that is known as Vogues Fashions Night
Out. This global media marketing event has been developed to
coincide with what would have traditionally been the print edition
of Vogues two biggest months. As such, the August and September
magazines have massive additional fashion advertising, with
eye-watering costs for competing brands looking to secure a
full-page position within the first 10 pages of either magazine - in
retails new space race.
So, with all this money being spent (and to be made), retailers
need to crack the omnichannel experience, ensuring that online
and in-store experiences match up to customer expectations of
the brand. There is always so much talk about the importance
of online, and this is all true, but good retailers will know that this
alone is not the universal remedy of success. Online results took
the first major dip in years recently and POPAI research surprisingly
showed that the kids of Generation Z (those born after 1995)
actually prefer shopping the high street to online. Further evidence,
if it were required, that the high street is not done yet!
So, when concentrating their efforts in store, retailers must
deliver their very best practices in areas such as store layout,
product presentation and interior display, as these elements can
make all the difference in maximising the launch and sales success
of the autumn collections.
Essentially, the bigger the brand and complexity of the product
range, then it becomes even more important for seasonal trends
to make a big impact, and cut through the other noise in store.
Brands must focus customers attention quickly to ensure people
get the message. Making newness standout is often much harder
Karlthan it is online. Online sites have an immediacy, where trends can
be showcased impactfully in one page, with video content and
styling tips etc. These techniques can be lost in store if the customer
journey is unwieldy.
Multiple retailers that have perfected how to maximise the
impact of their latest collections include Topshop, H&M and Next.
These brands successfully use tables, racks and mannequins
etc., in the prime front of store space, arranging their secondary
collections, basic ranges and supporting categories close by. In so
doing, they precisely control the layout priorities and the relative
position and value of every product range. This has a magnetic
effect on customers and can significantly increase the rate of sale
on these trend-led products significantly.
Topshop maximises the art of taking consumers seamlessly into
the retail environment from street to store. Products shown in the
window are easy to find in store - minimising the transition between
customers seeing, liking and ultimately buying ranges on display,
and of course reducing the potential for lost sales.
These product presentation methods are examples of retail
best practice that should be adopted by all retailers. However,
the newer arts of brand delivery concern how retailers integrate
other marketing elements into the store experience as part of an
omnichannel environment.
Leading brands will be integrating other sales promotion tools
such as iPads and screens in store to show catwalk showreels,
streamed marketing events and product information details. These
are tools that help to create a great retail experience, and can
include other elements of engaging retailtainment to help stores
compete in ways that the internet cannot.
The integration of the online experience in store can really
help, especially in stores that dont have a full range, where this
technology offers customers a greater choice of size and product
style that they can just click and collect, or have delivered. As part
of this, theres a shift in marketing emphasis where retailers are
presenting their seasonal collections as an edit in store.
So for me, the overriding objective is for retailers to present
their seasonal newness with visibility and impact, and do that in a
way that sums up the trend message or the focus of the autumn
collection. Complementary marketing tools should be used to get
people into stores and to maximise the retail experience when they
are shopping. And if they can, retailers should find a way to get
involved in the exciting marketing events that are being organised
to kick off the autumn season.
Make an impact, get consumers involved and maximise sales
success! As new research and recent results show, those brands
that prioritise online store development over their physical retail
shops could regret it this year.
column
Karl McKeever is creative director of visual merchandising
and brand delivery consultancy Visual Thinking.
McKeever
Email Karl at [email protected]
25
project focus
Design: CallisonOpening date: July 2014Store size: 1,580 sq m
Following five years of meticulous research and planning, and
an eight-month build, Watches of Switzerland has opened what
is thought to be Europes largest showroom devoted to luxury
watches. The 1,580 sq m, three-storey Landmark emporium on
Londons Regent Street was designed in collaboration with
global architecture and design firm, Callison as a multitiered
retail experience.
Housing the largest watch selection in the store, the Calibre
Room on the lower level is designed with a sophisticated
international traveler in mind. Light and bright, the space
juxtaposes calacatta marble flooring with stainless steel and walnut
fixtures. A ribbon of interactive, glass touch-screen panels enable
customers to learn more about the products on display while a
large time wheel highlights the longevity and brand heritage of
Watches of Switzerland. The Calibre Room is home to more than 20
watch brands as well as a watch service centre and a lounge area.
Connecting the Calibre Room to the ground floor and upper
level is a grand, bespoke glass elevator and a wraparound marble
staircase, finished in glass and metal.
The ground floor has the most neutral colour palette of the
three levels and is lined with six boutique showrooms from some of
the worlds finest luxury watch brands, including Rolex, Tag Heuer
and Cartier.
With so many prestigious watch brands under one roof, the
challenge for Callison was to design a store that supports each
brand with equal presence and attention, while maintaining a
cohesive look throughout. The key was to differentiate each
brand through signage and graphics, says Tom Pulk, design
director of Callisons New York office. Within individual
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Watches of SwitzerlandRegent Street, London
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boutiques, each brand has a unique presence through custom
caselines and finishes. The boutique lighting and facades are
standardised to fit the Watches of Switzerland design aesthetic and
maintain cohesiveness.
On the top floor, smoky marble floors meet jewel-toned
carpeting and furniture, creating a sophisticated, clubby
atmosphere. The space is home to five super-luxury boutiques as
well as a VIP room for the watch connoisseur.
The Watches of Switzerland Regent Street store is not just
about luxury and service, says Pulk. The intent was to create an
intelligent design that offers a retail experience with a theatrical
feeling; a design that would appeal to each of the stores
distinctive client types, including watch enthusiasts, connoisseurs
and collectors.
The lighting design concept, developed by Callisons
in-house lighting design team, accentuates key architectural
elements and seamlessly integrates light sources within the
architectural details. Consistent lighting levels throughout the
brand boutiques create a more uniform environment while a
dimming system is used to control and create dramatic lighting
for events and special occasions.
Landmark is much more than a watch store, says Gerald
Allbury, Callison principal in the London office. It is a store as
precisely engineered as the Swiss timepieces it represents.
Watches of Switzerland began trading as a mail-order
business under the name G & M Lane on Ludgate Hill, and now
has 15 showrooms in leading retail destinations across the UK. The
company celebrates its 90th anniversary in 2014.
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28
Fred Perry
project focus
The new Fred Perry flagship store in Bangkok extends the
design language that has been rolled out at stores in London,
Cardiff and Munich, bringing a distinctively British sense of style,
refinement and wit to Thailand. Created in collaboration with
BuckleyGrayYeoman - the worldwide retail design consultant for
the British-based clothing brand - the store has been developed
with a calm, open approach to layout and a restrained material
palette of concrete, black steel and wooden parquet flooring.
Paul White, director in charge of the project at
BuckleyGrayYeoman, says the aim was to bring a sense of
Britishness to the Bangkok shop without plastering the walls
in Union Jacks. The design subtly combines the coolness of
Design: BuckleyGrayYeomanOpening date: April 2014Store size: 120 sq m
Bangkok, Thailand
contemporary British culture with Fred Perrys sporting and cultural
heritage, explains White. Every element of the shop has been
refined and honed to communicate the quality of the brand, from
the bespoke shelving and luminaires, to the stripe detail that runs
at picture-rail height around the entire shop, which echoes the
tipping around the collar and sleeves that is the signature detail
of the Fred Perry shirt.
Custom-made shelving boxes with studded leather sofa
seating run the length of the shop floor, creating a sense of linear
continuity towards the back of the store. Here, yellow tiles of the
same type used at London Underground stations create a strongly
coloured area, drawing customers towards the rear of the space
to the changing rooms and service desk. In the changing rooms,
photographs of sporting legend Fred Perry sit alongside images of
the fashion brands strong connection with the youth style-tribes of
the last 60 years.
The Bangkok store also continues BuckleyGrayYeomans series
of large-scale artworks incorporating the Fred Perry Laurel logo,
with a feature wall in the shop window comprising a sequence of
concrete fins that describe the Laurel logo in relief.
The Bangkok Authentic shop opened in April and will be
followed by a store in the new EmQuartier Mall in Bangkok towards
the end of 2014.
29
Fred Perry
project focusP
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Design: Dreambox StudioOpening date: June 2014Store size: 55 sq m
German footwear brand, Birkenstock has relocated its London
flagship store to a more prominent position on Londons Neal Street
in Covent Garden. The opening in June was timed to meet demand
for the summer sandal ranges and is said to be in line with the
brands new strategy for the UK.
Designed in partnership with Dreambox Studio, the compact
interior is contemporary, modern and bright, with white walls, a pale
grey resin floor and linear LED lighting. The geometry of the space
is balanced by simple, handmade oak furniture, adding a warmth
and softness that acts as a nod to the shoemakers craft.
For Brian McManus, the lead designer at Dreambox Studio, the
biggest challenge with the project was to make efficient use of the
small ground floor space for display, product information, stock and
sales support transactions. The new Birkenstock shop is in a great
location on Neal Street but its size is challenging, he says. Weve
worked hard to get the best use of every inch with a layout that
allows flexibility for seasonal peaks and a store design that aims to
help an informed buying process be simple and fast.
The inset bays of oak shelving against the white walls are
intended to provide a clean, uncluttered backdrop to showcase
the multiple ranges of shoes. We kept colours and materials in
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BirkenstockCovent Garden, London
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a warm neutral, leaving the shoes to provide their own bright
shots, explains McManus. The sandal ranges alone offer up a
huge amount of colourways and material permutations so weve
deliberately downplayed additional distraction and theatre,
allowing the customer to focus on the shoes.
The studio also wanted to stay true to the inherent simplicity
of the product, as McManus explains: Whatever your reasons for
buying a Birkenstock, what makes a Birkenstock so legendary
and interesting to us is its simple purpose - to be good for the foot.
We wanted that inherent and authentic simplicity to be reflected in
the design.
Theres something utilitarian in the shelving system too, says
McManus. Although the basement provides a good stock holding
area, we included two tiers of numbered overstock shelves above
the shoe displays to house Birkenstocks modular boxing. The
idea was to keep the proximity of stock close to the customer and
reinforce the perception of organisation and space efficiency.
Dreambox Studio collaborated with shopfitting firm, Opus to
bring together design specifications that reflected Birkenstocks
own criteria for traditional craft-making techniques, material
sourcing and sustainability. The resin floor from Dutch company,
Senso is made from natural biopolymers and natural pigments for
colour, while the two bespoke solid oak day beds were made in
the Dorset workshops of Another Country. Meanwhile, the lighting
scheme incorporates LED technology from iGuzzini that will deliver
energy savings as well as reduced lifecycle costs.
A new, more compact display table is due to be installed in the
coming months, together with an information wall at the rear of the
store that will be fitted with iPads to allow customers to browse and
buy directly from the Birkenstock website.
Birkenstock, which is currently sold in 80 countries all over the
world, expects to double sales by 2020 and increase its presence to
130 countries.
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34
Flash to go here
Now in its twelfth year, the London Design Festival has firmly
established a reputation as one of the largest and most dynamic
design events in the world. Running from 13-21 September,
the festival will this year adopt the theme Lose Yourself, and
will incorporate more than 300 talks, events, exhibitions and
installations across the capital, from a stimulating programme at
the V&A to a major installation in Trafalgar Square.
As the central hub location for the London Design Festival
for the sixth year, the V&A will host a string of events, installations,
debates and workshops, including a kinetic sculpture by designers,
Edward Barber and Jay Osgerby in the Raphael Gallery. Entitled
Double Space for BMW, the experiential installation will feature
two mirrored silver structures suspended in the centre of the gallery.
The choreographed movement of the giant structures will distort
the view of the Raphael cartoons on display, the architecture of the
room and the viewers perception of the space.
Meanwhile, the Architecture Landing at the V&A will house a
series of works created by 10 established designers in collaboration
with 10 emerging talents. The project, called The Wish List, will
pair up the likes of Zaha Hadid, John Pawson and Allen Jones with
young designers to create something they have always wanted,
but never been able to find. The pieces will be crafted during the
summer at the Benchmark studio and factory in Kintbury, and
will be produced using a single material - American hardwood,
donated by James Latham.
This extraordinary project, inspired in part by Out of the Woods
(London Design Festival 2012), is all about exploring one of the
most sustainable and versatile materials available to designers,
says David Venables, European director of the American Hardwood
Export Council. To realise its potential however, it is really important
to have an understanding of how it behaves and there is no better
way to do that, than the hands-on experience of making.
At the Southbank Centre, the Global Design Forum will return
for a third year with an enhanced thought leadership programme.
Taking place in the Purcell Rooms on 17 September, the one-day
event will bring together some of the most revered names in the
worlds of design, business, branding and innovation to explore how
design can make a distinct difference to the world.
This year, there are six official design districts spread across
the capital during the festival Brompton Design District, Chelsea
Design Quarter, Clerkenwell Design Quarter, Islington Design
Quarter, Queens Park Design District and Shoreditch Design
Triangle each organised locally and independently with
endorsement from the London Design Festival.
There will also be a number of large group shows taking
place across the city, including 100% Design at Earls Court,
DesignJunction at the Old Sorting Office and Tent London and
Super Brands London at the Old Truman Brewery.
The London Design Festival 2014 campaign, Lose Yourself,
invites visitors to London to enjoy an immersion in the many
locations, activities, destinations and experiences on offer in
September. Our challenge every year when creating the graphic
identity campaign for the London Design Festival is to come up
with something memorable and impactful, says Domenic Lippa,
partner at Pentagram. The festival has grown to include hundreds
of events, over many different locations throughout London and
therefore our solution was based around discovering these events
across the city landscape. The maze graphic is a visual metaphor
for the experience that visitors have when they visit the festival
and the city of London. The solution is deliberately both playful
and memorable.
This September, lose yourself in the London Design Festival.
And until then, lose yourself in our guide of what to see, do and
experience across the nine-day event.
One city, nine days, hundreds of events
London Design Festival:
Lose Yourself
RIBA Regent Street Windows Project
For the fifth year, the Royal Institute of British Architects (RIBA) will partner
architects with retailers to create architectural installations in the windows of
shops, restaurants and cafes along and around Regent Street. From rolling
clouds to moulded mannequins; clattering destination boards to recast wine
bottles, this years installations will see 15 architecture practices reinvent the shop
window in 15 unique ways. Participating retailers and architects include Brooks
Brothers by Squire and Partners (pictured), Gant by Sybarite Architects, Hackett
by Jerry Tate Architects, and Longchamp by Brisac Gonzalez.
www.architecture.com
35
LDF preview
London Design Festival:
Harrods: Bethan Gray pop-up shop
For this years London Design Festival, Bethan Gray, winner of the
Best British Designer Award 2013, is teaming up with department
store, Harrods to open a dedicated pop-up shop. Located in the
newly refurbished third floor furniture department, the 33 sq m
pop-up space will house furniture and accessories from Grays own
boutique collection. The shop will feature on Harrods London Design
Festival Design Trail, part of the stores new campaign, Harrods is
Design, which runs from 8 September to 5 October 2014.
www.harrods.comwww.bethangray.com
Heals: Designer Furniture Floor
Heals will unveil its new Designer Furniture floor at
the Tottenham Court Road store to coincide with the
festival. The destination department will house the latest
collections from top design brands, including Kartell,
Cassina, Vitra and Ligne Roset.
The retailer will also launch the Heals Discovers 2014
collection in store and at 100% Design. Doors will open to
the public on Wednesday 17 September from 6pm to 9pm
for the companys annual London Design Festival party.
www.heals.co.uk
Designers, Edward Barber and Jay Osgerby have collaborated with BMW to create Double Space for BMW - Precision & Poetry in Motion, a kinetic sculpture in the V&As Raphael Gallery.
1720 SeptemberEarls Court
See the Design Kaleidoscope at 100% Design Register at www.100percentdesign.co.uk
37
LDF preview
Habitat: Design Reunion
Home furnishings retailer, Habitat will host a special Design
Reunion exhibition during the festival in celebration of its
50th anniversary. Curated by Habitat creative director, Polly
Dickens, Design Reunion will showcase work from six of
Londons most respected names in design and explore the
ideas that inspired each piece. The multisensory exhibit will
feature new works across the fields of lighting, furniture and
textiles from Tord Boontje, Clare Norcross, Simon Pengelly,
Sarah Campbell, Aaron Probyn and Shin Azumi, who will also
be part of a designer discussion panel during the festival. The
exhibition will be held in the Platform gallery space above the
Habitat Kings Road store.
www.habitat.co.uk
Designing for 21st century retail
As part of the seminar programme at the V&A, Chris
Sanderson, co-founder of The Future Laboratory, together
with Linda Hewson, creative director at Selfridges and
Philip Handford, creative director at Campaign, will host
a presentation and discussion on the role of immersion,
experience and architecture in a phygital environment.
The talk will be held on 16 September in Seminar Room 3
at the V&A.
www.thefuturelaboratory.com/uk/
V&A: Talks
The collaboration between The London Design festival and the
V&A began in 2009, offering a programme of lunchtime lectures,
gallery talks, hands-on workshops and provocative debates. This
year, the themes for each day are: Graphics (13-14 September);
Architecture (15 September); Future (16 September); Illumination (17
September); Interactive (18 September); London (19 September);
Digital Design (20-21 September). The programme content is made
up of contributions from a variety of partners and collaborators.
www.vam.ac.uk
100% Design
This year, 100% Design celebrates its 20th edition with
an opening by French designer Philippe Starck. Taking
place at Earls Court from 17-20 September, the exhibition
has also secured the presence of a range of leading
names in the design and creative industry, from
Heals and Vitra to Jaime Hayon, El Ultimo Grito and
Nina Tolstrup.
Based on the central curatorial theme, Serendipity, and
supported by the lead creative, Design Kaleidoscope,
100% Design 2014 aims to express the opportunities
created by the show, from collaborations, to projects
and product launches. The show will comprise four
key industry sections - Interiors, Kitchens & Bathrooms,
Workplace and Eco, Design & Build. Emerging Brands
will also return, showcasing new design talent, alongside
International Pavilions, featuring an array of innovative
designs by creative practices from around the world. It
will be the shows last appearance at Earls Court before
moving to Olympia London in 2015.
www.100percentdesign.co.uk
38
LDF preview
tetra shed shop space
Architecture practice, Innovation Imperative will collaborate
with young shoe designer, Joanne Stoker to showcase the tetra
shed shop space at Tent London in the Old Truman Brewery.
The modular building system comprises a structural timber
core, externally painted or clad in a choice of plywood, cork,
rubber, copper, zinc, corten steel or any cladding material with
either plywood, MDF, OSB or plasterboard internal lining. It
provides an innovative yet practical, adaptable, customisable,
expandable and affordable building system suitable for a host
of uses, including retail.
www.tetra-shed.co.ukwww.joannestoker.com
Tent London and Super Brands London
Now in its eighth year at the Old Truman Brewery, Tent London
presents more than 280 international exhibitors, showing
the latest in contemporary interior design. Exhibitors for 2014
include Vera & Kyte, Tori Murphy, Kosmos Project, Aditi, Sonya
Winner, Tt/Gesicka, Tamma Design and Sebastian Cox.
Found in the same location but with its own strong
independent identity, Super Brands London showcases
international design brands that want to increase their
profile in the UK market. Brands who have elected to show
at Super Brands this year include Graham & Brown,
BoConcept, Armourcoat, Munna, Branca Lisboa, Ginger &
Jagger and Fatboy. Super Brands will also be showcasing
MGs new initiative, championing young British designers in
automotive design.
Watch out for Tent Londons new project, a catch-all digital
platform for all things design-led in East London.
www.tentlondon.co.uk
Drummonds: Design Inspiration
Luxury bathrooms brand, Drummonds will host a Design
Inspiration evening at its new Christopher Jenner-designed
showroom on Kings Road on Monday 15 September. Chaired
by Giles Kime, executive editor of Homes & Gardens, the event
will bring together designers Susie Atkinson, Martin Brudnizki,
Guy Goodfellow and Maurizio Pellizzoni, who will each discuss
spaces, objects or works of art that have inspired their work.
www.drummonds-uk.com
designjunction
designjunction showcases the very best in furniture, lighting
and product design from around the world, presenting
world-class brands against stunning industrial backdrops.
During the London Design Festival, the show takes over the
1960s Sorting Office on New Oxford Street. The show presents a
line-up of renowned international brands, smaller cutting-edge
labels, pop-up shops, large-scale installations, eateries, flash
factories, seminars and screenings across four floors of the
11,148 sq m venue.
www.thedesignjunction.co.uk
A Place Called Home
A major part of the London Design Festivals programme
is the presentation of Landmark Projects in iconic London
locations. This year, the festival has commissioned a project in
Trafalgar Square in collaboration with Airbnb, the community
marketplace for people to list, discover and book online
accommodation in peoples own homes.
The project, entitled A Place Called Home, will see four
designers dream up their interpretation of a room in a home
that they would not want to leave, offering a new vision of a
domestic space. Designers Jasper Morrison, Patternity, Raw
Edges and Studioilse have each been given a structure that
they can fill, design, decorate or imagine in any way they want.
The structures will be open to view from Thursday 18 September
until Monday 2 September.
www.airbnb.com
When & whereLondon, 13-21 September 2014
For a full list of events taking place during London Design Festival 2014, visit:
www.londondesignfestival.com* All information correct at time of going to press
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40
Emerging markets together with a new class of luxury shopper are driving growth in the global luxury retail sector, finds Retail Focus.
luxury retail
It would appear there is a new type of luxury shopper emerging.
One who believes in the maxim of quality not quantity and who
is prepared to save up for investment products. A study by retail
design consultancy gpstudio and YouGov, found that one third of
the UK population now purchase luxury products, with many taking
advantage of more affordable entry points into the luxury market.
The trend is being markedly driven by increasingly aspirational
young consumers who, despite growing up as digital natives,
prefer to shop in store.
With luxury shopping, its particularly important for the customer
to feel an emotional engagement to the brand and its products,
and this is much more easily fostered in store as the customer can
touch and feel the quality, says gpstudio partner, Gregor Jackson.
In a store, the customer is completely immersed in a brands world
and everything from the service to the stores design only serves to
reinforce its prestige.
Indeed, a recent survey by Ledbury Research indicates
that more than 50 per cent of revenue in the luxury sector is still
being generated in directly operated stores. As a result, luxury
brands continue to open stores and mega stores (their largest
stores worldwide), as well as experiment with other types of retail
experiences, such as pop-up shops.
Mature consumers (those further along the discernment curve)
are seeking novel brand experiences, over and above excellent
service, says a spokesperson for Ledbury Research. And, for
emerging luxury customers, the in-store experience serves as an
introduction to the brand, and an avenue to build a loyal following.
remaining an important source of revenue for British brands.
Looking at recent developments, Emmerson believes that a
combination of streamlined Chinese visas, investment in the
creative industries and a commitment to British manufacturing are
benefitting the UK luxury industry, ensuring its long-term success
and survival.
Targeting new marketsAs emerging markets take up an increasingly large share of global
luxury sales, expansion into new countries is top of mind for senior
executives, according to Ledbury Researchs latest Global Luxury
Hotspots report. But targeting the right market is key and for 2014,
the report identifies Qatar as the worlds fastest growing market for
Luxury for all
With luxury shopping, its particularly important for the customer to feel an emotional engagement to the brand and its products Gregor Jackson, gpstudioAs the in-store brand experience has become important, so too
has the rise of mega stores, claims Ledbury Research. In the past
12 months, Longchamp, Prada, Bottega Veneta and Saint Laurent
among others, have all opened their largest stores worldwide.
When the consumer craving affordable luxury buys a product,
theyre also buying into the prestige of the brand itself, maintains
Jackson. Its not just about the product, its about creating a
culture. Brands need to think about how to create a truly amazing
in-store experience for their customers that reflect their brands
heritage and provenance to keep customers coming back, and
make the experience something worth heading in store for.
By 2017, the UK luxury retail market is expected to be worth
around 12.2 billion, up from 7.4 billion in 2013, according to Ledbury Research. Michelle Emmerson, chief executive of Walpole
British Luxury, agrees that the UK luxury industry is continuing to
flourish, with overseas markets (both established and emerging)
41
luxury retail
Top & Bottom: The Mall of Qatar, designed by Chapman Taylor
and KEO, is expected to open in autumn 2015.
Left: Longchamp is among a number of luxury brands to open
so-called mega stores.
Right: Qela is a new global luxury brand from Qatar Luxury
Group. Its first store opened in Doha, Qatar in September 2013
and was designed by UXUS.
luxury opportunities.
The country is developing long-term plans to diversify
and establish itself as a premium tourism and leisure destination
that provides a prosperous base for a growing retail and
leisure industry.
In 2013, Qatar Holding, which owns department stores Harrods
and Printemps, and Italian fashion house Valentino, launched a
homegrown luxury brand called Qela, which sells leather goods,
shoes, jewellery and made-to-measure clothing, designed with
Qatari heritage in mind (Retail Focus, December 2013). And looking
ahead, The Mall of Qatar - which is destined to be the largest retail
experience in Qatar - is expected to open its doors in autumn 2015.
Designed by Chapman Taylor and KEO, the development is located
20 minutes from downtown Doha, next to one of the FIFA stadiums
that will host the World Cup in 2022, and will house more than 400
shops, 50 of which will be luxury boutiques linked to a five-star
hotel. The shopping and leisure centre will be spread across three
levels and will house a mix of regional and international retailers,
including 25 major flagship stores, four international department
stores and an international hypermarket.
Emerging markets, such as Qatar, together with new
luxury consumers are driving growth in the global luxury retail
sector, and while we may now live in an increasingly digital
world, the physical store will continue to play an important role
in the overall experience, particularly for luxury brands, insists
Jackson.
Its all about the customerIn the last 13 years Europes Customer Festival has evolved into a unique multi-sector market place, where all aspects of the customer journey are discussed. From customer loyalty to big data analytics, from innovative payment solutions to new omnichannel strategies, from customer engagement to customer experience youll find it all here.
Sondre WassasDirector of Loyalty & CRM
Statoil
Jim McKelvey Co-founderSquare
Sanjeevan BalaHead of Audience
Technologies & InsightChannel 4
Over 70 speakers include:
Book now on your phone!
Scan this QR pattern with the camera on your smartphone to book for Europes Customer Festival 2014.Don't have a QR reader app? You can download one for free from the App Store.Don't have a smartphone? You can also book online: www.terrapinn.com/retail-customer-festival
2014
spon
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9 10 September 2014, Business Design Centre, London, UK9 10 S
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43
Webrooming
vs Showrooming
Digital and physical are no longer mutually exclusive, and smart retailers are successfully blending the two, argues David Wright, group marketing director at design consultancy, Dalziel & Pow.
Its the moment every retailer today dreads; when a customer
whos spent time in store trying out products whips out a mobile
phone and buys the item elsewhere.
Yet, while showrooming may have been the focus of retailers
worries in recent years, theres a new buzzword in multichannel
retail thats turning this process on its head: Webrooming. Whats
more, neither necessarily sounds a death-knell for bricks-and-
mortar retail.
Showrooming has been commented on in plenty of places.
In essence, it is described as consumers who price shop online
in-store with different, often pure-play businesses, while or
after visiting a physical store, but webrooming is the process of
researching products online and then visiting a store to make
the purchase.
Payment technology company, Merchants Warehouse
found that 69 per cent of Brits with smartphones in the
18-36 demographic have webroomed, while 50 per cent have
showroomed. Among 37-48 year olds, the figures are 71 per cent
versus 53 per cent. A US study by Accenture tells a similar story:
88 per cent researched online and then purchased in store, while
73 per cent had showroomed before.
So, what can we learn from the stats? Although webrooming
was in the majority, both activities are widespread. Evidently, the
retail process is more complex, dynamic and splintered than ever,
with many consumers alternating between the two behaviours
depending on what theyre shopping for (electronics, mobile
phones and computers were the most popular items to buy online,
while apparel, groceries and appliances topped the table for
in store, according to a study by Interactions). Digital and physical
are no longer mutually exclusive, and smart retailers are unifying/
melding the two, driving store customers online, and online
customers in-store.
Some have already begun. Our work on John Lewis
small-format department stores, which are roughly half the size
of its full-line stores, act as showrooms with a virtual stockroom
accessed through strategically placed digital touch-points.
This approach had a significant impact on online sales across
the local region. Its click-and-collect service is also flourishing
nationwide, offering greater convenience and peace-of-mind for
consumers on-the-go, while increasing the retailers opportunities
for cross-selling.
Australian footwear retailer, Sneakerboy takes the showroom
mentality even further. Carrying no stock and no fixed POS,
customers touch, scan and purchase products in-store via a
Sneakerboy app or store iPads, with delivery to their home within
three days.
Though their target markets and brands are very different,
both retailers have embraced the fact consumers will inevitably
turn to mobile during the shopping journey and grasped that
internet connectivity can enhance physical retail and vice versa,
rather than kill it. They have focused on enhancing the elements
the etail giants cant compete with social, experiential store
environments where you can touch and try product, personal
service and the choice to hop between channels. Blending the
tactility of a physical store with the efficiencies of the internet can
be a winning combination.
Theres also a growing recognition that for todays time-poor
consumers, value does not simply mean cheap; a rock-bottom
price may well be too high a price to pay for a botched delivery or
poor customer service. Whether the journey starts and ends on or
offline, retailers that deliver on their customers expectations and
provide them with a seamless shopping experience prosper.
After all, perhaps the most important (certainly the highest)
figure in the Accenture Seamless Retail Study was the 89 per cent
of consumers who believed retailers should let them shop for
products in the way that is most convenient for them, no matter
which sales channel they choose. So, although the landscape
may look different, it seems the traditional tenets of retail
convenience, trust, value and choice still ring true.
www.dalziel-pow.com
opinion
Call: 0845 680 7405 to advertise
44
Extremely versatile and increasingly being specified for prestigious installations in retail and commercial sectors.
24 colours
UV stable
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18mm & 4mm solid acrylic
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Thermoformed to any radius
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Tel: 01482 440680 [email protected] www.parapan.co.uk
high gloss acrylic
New brochure now available
Introducing the NEW Retail Display Directory
Shop and Display Equipment Association 24 Croydon Road Caterham Surrey CR3 6YR T: 01883 348911 E: [email protected] www.shopdisplay.org
Claim your free copy today!
The essential buyers guide to creating retail interiors
Call SDEA on 01883 348911 or email [email protected]
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Visual MerchandisingEuropes largest retailer and wholesale supplier for
0207 754 5499 008001 9637637 008001 9737737 [email protected]
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45
shopping centre
Unibail-Rodamcos Mall of Scandinavia
will guide shoppers on a journey through
the elements when it opens in autumn 2015.
Designed by Swedish architecture practice
Wingrdh, the 100,000 sq m shopping
centre in Stockholm is formed of organically
shaped pathways, joined by four distinct
zones, called Earth, Water, Wind and Fire.
Even the exterior of the building, created by
BAU and Benoy Architects, is designed to
resemble a mountain or glacier.
Located in the new Arena City district
in Solna, the development is thought to
be the largest shopping mall in the Nordic
region, with nearly a third of the entire
Swedish population (9.4 million) living within
a 90-minute drive of the centre.
We have worked closely with
Unibail-Rodamco to ensure that Mall
of Scandinavia will be a truly iconic
destination, delivering unsurpassed
retail experience to the huge number of
captivated customers, says Gert Wingrdh,
founder of Wingrdh Arkitektkontor. From
the organically shaped pathways through
to the uniquely detailed features and four
distinct elemental nodes, the centre has
been designed to create an ambience that
sets a new standard for shopping centres
across Europe.
Spread across seven floors, Mall of
Scandinavia will combine international
flair with modern Scandinavian design,
and will house 250 shops and restaurants,
as well as 4,000 car parking spaces.
Superdry, Michael Kors and Starbucks are
among a number of retailers set open
major stores at the shopping centre, which
Unibail-Rodamco has dubbed home of
the flagships. Other signed tenants
include Gant, LOccitane, Hugo Boss and
Thomas Sabo.
Earlier this year, the mall was certified
as BREEAM Excellent, marking the first time
that a Swedish shopping centre project has
ever reached the Excellent level.
From the very start of the design stage,
we have had the clear objective that Mall
of Scandinavia will set a new standard for
With a year to go until Mall of Scandinavia opens its doors, we look at how the shopping and leisure destination is set to transform the retail landscape in northern Europe.
shopping centres in Sweden and the Nordic
countries, not only with its outstanding
retail and leisure offer, atmosphere
and experience but also as a model for
sustainability within real estate in Europe,
says Per Ronnevik, director of development
at Unibail-Rodamco, Nordic. We are
showing that it is possible to combine a
world-class shopping destination with
a minimal carbon footprint from the
development and construction of a centre.
Following the Excellent certification
achieved during the design phase,
Unibail-Rodamcos next ambition for the
mall is to secure the same certification for
the finished structure, which is due to be
unveiled next autumn.
The outstanding design of the centre
is imperative in delivering a shopping
destination of the highest quality, adds
Lars-ke Tollemark, managing director
of Unibail-Rodamco, Nordic. Carefully
planned, innovatively designed and
expertly delivered, our stunning mall will
provide our customers with an unsurpassed
retail experience.
Mall of Scandinavia
Facts & figures:
Developer:Unibail-Rodamco
Architects: BAU and Benoy (exterior);
Wingrdh (interior)
Total size:100,000 sq m
Number of stores & restaurants:250
Opening date:Autumn 2015
e: [email protected] t: 01438 318634 - 724065
BarthelmessUKBBBarthelmessUK established na
me.
fresh ideas.
be inspired. be surprised.visit our new website @ www.barthelmessuk.comcomplete visual merchandising solutions design with european and far east manufacture bespoke mannequins and forms project management decorado off the shelf display props trend spotting and inspirations christmas & seasonal schemes and decorations worldwide logistics management strict sustainability and environmental policies
Retail_Focus_Final_08.07.14.indd 2-3 08/07/2014 14:08
DecoradoFeaturing 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 (including Christmas), so theres a good chance well have exactly what youre after.
T. +44 (0)1234 241 822 E. [email protected] www.barthelmessuk.com Twitter: buk_vm
47
CNL - Make a statementIntroducing CNL in partnership with B.UK, the Creative New Leader in design and materials. CNL, based in California, has sole ownership of its own factory in China. We offer custom design mannequins, free prototyping, free samples, fast turnaround, rollout specialists, quality at competitive prices, wide range of materials, polyurethane (rotation moulding), magnetic arm fittings, custom measurements, innovative finishes and worldwide logistics.
T. +44 (0)1438 724 065 E. [email protected] www.barthelmessuk.com Twitter: buk_vm
CNL forms & finishesEstablished in Southern California in 1989, CNL mannequins has grown steadily to become trusted by some of the worlds best known brands, including Guess, Levis, Uniglo, Adidas, H&M and Tommy Hilfiger to name just a few. Now in Partnership with Barthelmess UK. CNL produces high-quality and fashionable mannequins in both fiberglass and polyurethane, in a huge variety of styles and finishes. With a focus on innovative design, CNL mannequins offers significant cost savings without compromising on quality. Make your choice from a wide range of innovative materials and finishes.
T. +44 (0) 1438 724 065 E. [email protected] www.cnlmannequins.com Twitter: buk_vm
products
Barthelmess
Barthelmess BespokePerhaps you need a themed or bespoke scheme, a new range of mannequins to reflect your brand, or an aspirational, inspiring window display. Whatever the brief, B.UK can design and manufacture a solution for you. Regardless of project size or complexity, we can exceed your expectations within your budget. We offer complete visual merchandising solutions, design with European and Far East manufacture, project management, bespoke mannequins and forms, Decorado off-the-shelf display props and more.
T. +44 (0)1438 724 065 [email protected] www.barthelmessuk.com Twitter: buk_vm
Eurostand DisplayThe new iPad Duo and iPad Quad have been specifically created by the Eurostand internal product design team and allow for a much needed cable management system to give continuous use from your iPad. As the name suggests, the iPad Quad offers four information stations, letting your display reach a number of visitors at any one time. Also living up to its name, the iPad Duo lets two people use the iPad display at the same time. Both are perfect for events, showrooms, visitors centres and offices.
T. +44 (0)1277 350 925 E. [email protected] www.eurostanddisplay.com
49
arken P-O-P Internationalarken 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 arkens 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. [email protected] www.arken-pop.com
Movetech UKMovetech UKs Small Carousel range comprises versatile and reliable mains-powered display turntables, ideal for creating compact window and counter displays. The Small Carousel range includes the popular Mini Carousel, the B25 range and B200 range. All are well suited to generating simple, full circular platform displays. They can also be combined with other movements in the range or, for instance, imaginative lighting effects, to create something really special that stops customers in their tracks. Ceiling mounted and battery powered units are also available.
T. +44 (0)1204 537 680 E. [email protected] www.movetechuk.com/smallcarousels.html Twitter: MovetechUK
products
pop + Display
UniboxLedge 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 Dixons iconic designs are elegantly displayed on bespoke laser cut shelving, attached by the Ledge 105s invisible, magnetic display system.
T. +44 (0)161 655 2114 [email protected] www.unibox.co.uk Twitter: UAunibox
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products
flooring + surfacesKarndeanKarndean Designflooring has unveiled its newly updated premium collection of Art Select Stones and Woods. Inspired by natural materials, the updated luxury vinyl collection showcases Karndeans most intricate and realistic embosses to date, each handcrafted to reflect the patterns and textures of real wood and stone. The new-look Art Select Stone collection features four slate, three marble, three travertine and four limestone designs. From the striking earthy tones of Karndeans new Art Select Travertine designs Washburn, Caldera and Gallatin to the contrasting rich and cool hues of Art Select Slate Melbourne, Canberra, Oakeley and Corris theres a stone design to match all commercial schemes.
T. +44 (0)845 605 5880 E. [email protected] www.karndean.com Twitter: KarndeanComm
ForboForbos new STEP collection of R10, R11 and R12-rated flooring proves that design does not have to be compromised in order to achieve enhanced levels of slip resistance and pedestrian safety. New modern colourways, calming patterns and all-over abstract designs have enhanced the appeal of the R10-rated Surestep range, which is ideal for use in the retail environment, and the incorporation of innovative STEP safety crystals embedded throughout the wear layer guarantees the slip resistant characteristics for the lifespan of the product.
T. +44 (0)844 822 3928 E. [email protected] www.forbo-flooring.co.uk/STEP Twitter: forboflooring
Geaves Eraora is the 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. Eraora wood-effect MFC and HPL is available in six stylish wood grains, including Whitewash and Walnut.
T. +44 (0)1245 329 922 E. [email protected] www.geaves.com
ArmourcoatArmourcoat will exhibit at Super Brands for the first time this September, as part of the London Design Festival. The decorative coatings specialist will present ArmourFX - custom-made decorative wall panels, recently specified for use on the Jaguar Land Rover In Residence global exhibition stand programme. Visit the company on stand 31.
T. +44 (0)1732 467 993 E. [email protected] www.armourcoat.com Twitter: Armourcoat
QUALITY YOU DEMAND.PRICES YOU ENJOY.SERVICE YOU EXPECT.
0800 451122morplan.comStores in London, Bristol & Glasgow
Retail Supplies from Morplan display props shopfittings carrier bags ticketing mannequins & more
WWB Aug 14_Layout 1 04/08/2014 09:29 Page 1
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products
lightingHelvarUsing 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 Helvars 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. [email protected] www.helvar.com
GE LightingThe Beaney House of Art & Knowledge, Canterburys central museum, library and art gallery, has recently undergone a 14 million restoration project, which included the installation of GE Lightings products in an LED upgrade. Chosen for its advanced flexibility and efficiency, GE Lightings Infusion Generation 3 LED module was installed throughout the Grade II listed building, offering significant annual energy savings and reduced maintenance costs. The modules are capable of being individually adjusted, offering a range of beams that can be sensitively dimmed for multiple purposes, ideal for the changeable atmosphere of the state-of-the-art gallery that hosts regular new exhibitions..
T. +44 (0)800 169 8290 www.gelighting.com Twitter: GELightingEU
Hacel LightingCombining 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