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Out and About


Keeping Things Fresh


We take a look at what happened when Boxpark met Boxfresh.


Boxpark is a great retail concept, allowing a range of brands a standard industrial container in which to create an exciting, albeit rather small, retail store. Given the restricted space, getting involved in the project with Boxfresh was a great challenge for the UK­based Design4retail team. One of the main aims of the project was to create the illusion of space whilst getting the Boxfresh brand message across to customers. Design4retail designed a new retail look


and feel for Boxfresh that presents a little more personality and authority, creating a stronger brand to compete with rivals and to fit in with the distinctive London street style scene. Boxpark was a perfect opportunity for the brand to trial the new retail concept as it has a raw, edgy and industrial feel that compliments the Boxfresh brand and its heritage perfectly. The project involved the use of strong materials including galvanized steel and perforated steel mesh, along with a large concrete back wall. Beautifully finished oak fixtures were also used throughout the store. This raw yet crafted look is broken up with industrial tube lighting and feature pendants that perfectly suit the industrial setting of the Boxpark containers. The main browsing area of the store features


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hanging mannequins on the left that display outfit ideas, while the right hand wall features display cages for new and exclusive product ranges. In order for Boxfresh staff to be able to add and update product information in store, chalkboards have been incorporated into the walls, reflecting the ‘Always Fresh’ motto of Boxfresh. Another great feature is a brand heritage area towards the back of the store, which takes a look at books from yesteryear and calls out key credentials and historical landmarks of the brand to show how far it has come since its start, and also how it is still staying true to its roots. On the back of the Boxpark installation Design4retail is now working on the brand’s main retail concept along with a set of point of purchase items that will be rolled out to independent and larger retailers across the globe.


Contact


Design4retail T: +44 (0)1455 203 352 www.design4retail.co.uk


www.a1retailmagazine.com


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