into segmenting the Great Court, creating new openings to enticemore visitors, better signage to direct themto the appropriate products and new halides have been inserted to reduce the wattage output from380 to 35, saving loads ofmoney too. The former Bookstore has been divided into two and one third is now dedicated to children, everything fromcheaply priced items such as pens and pencils tomusical instruments and t-shirts is on sale here. The other two thirds are gearedmore towards adults. Together this area is almost as deep as it is long and allows for plenty of space for merchandising.
A modular systemwas developed and incorporatesmostlymid level, freestanding display units that can be adapted for use in other retail areas within themuseumto keep the costs down. These freestanding white cube shaped display tables and shelving unitsmerchandise the core range in both areas and combine with white slatwall shelving around the perimeters.
In the adult store, they showcase a range of products displayed by theme, such as African and Egyptian to link in with the exhibits. Every culture has its own range of books, cups,mousemats, posters, key rings, jewellery and more. Incidentally, one item, the Shah Abbasmousemat displayed on a single unit between February and June during The Remaking of Iran exhibition took a whopping £65,000 - such is the popularity of the museum’s pieces.
Moving to the back of the Great Court towards the Russell Square entrance there is an area for postcards, which are displayed on specially designed curved racking. To the front of the Great Court and themuseum’smain entrance is itsmost prestigious range of gifts, souvenirs, artworks and research books, the Collections shop. This area has a completely different feel to it. The lighting is brighter, yetmore subtle reflecting the warmyellow wood of the cabinetry and creating a lovely ambience. The units, whilst similar in design, have been specificallymade to fit the long thin store shape and given a wooden finish with a touch of white for contrast and glass
14 sdea directory of shopfittings and display
www.shopdisplay.org
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