complicated and terribly cluttered, due to the amount of brands and sporting disciplines they have to offer. If only they could take a leaf out of Sweaty Betty’s book, or Nike, or even Speedo for thatmatter and not be so price focused and perhapsmore specialist, it wouldmake the consumer’s life so muchmore pleasant.


As in Nike Town, London, Sweaty Betty is all about the brand, delivering a clear and consistentmessage across their stores, but in a less self obsessed way. The overall design is rather dark in appearance with quite low level lighting, which really adds to the store’s ambience. The exterior and some interior paintwork is a particularly stylish shade of purple, very subtle and adds to the sophisticated air the store emits. Aimed at the fashion conscious female, this brand oozes quality and technology inmaterials and now in design too.


None of their stores are very big and the Kings Road is no exception, except it is... Here the brand has beenmatched perfectly to suit its location, in other words it’s a great use of space. The front area where you enter the store is kitted out with gymbars climbing fromfloor to ceiling, on all walls and in the windows. This is where they display allmanner of beachwear products. A low level smartmetal table displays folded items and accessories. The painted stairs then lead your eye through to the depths of the store’s interior.


Having climbed the stairs you reach the yoga zone, wheremannequin legs and bums dressed in their gymbaggies, all types and styles and all in black, are displayed atop a bank of pigeon holes. This shelving systemmimics the old format display systems used within the likes of Levi’s, where each hole houses a different style and size of legging. All painted vermillion red, it’s hard not to be impressed with the neat and orderly presentation of this large shelved wall. Oppositemore of their range is displayed using amixture of both freestanding and perimeter wall units and the brightly painted doors of the changing rooms are tucked away in the space beside the staircase.


12 sdea directory of shopfittings and display


www.shopdisplay.org


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