In‐store Design
Now, more than ever, retailers have to consistently invent new and innovative ways of how to increase footfall, productivity and sales.
Retailers need to make sure they use every piece of available floor space in order to maximise the potential of each square footage of their shop floor. This can often involve working in very awkward spaces. Umbrella Design are currently working on a bizarre location for Hot Hair in Selfridges. It’s up against a wall and to make things worse there are also stairs running down the wall.
Mark Fanthorpe, Managing Director, Umbrella Design comments “Having investigated the space we found that it’s in a really hot traffic area. Our job is to stop that traffic. That means making the environment really eye‐catching, the kind of stuff that people will ask questions about. With a brand like Hot Hair, you’ve got to show the customers what the product will do for them. Product visibility is essential as are great consultants who can engage with passing traffic. I learnt early on that it’s not how much space you have, it’s where the space is. You could have one tiny counter right near the main door and it will do 10 times the business than a large space in the basement. No matter where it is make sure you investigate your space. It’s important to
months has been digital signage. The availability of touch screen technology means that display screens can add a truly interactive element to the in‐store environment and support overall themes as well as promoting key messages and communicating product information. We have designed our Ad’Pulse™ Touch to offer retailers and brands a truly retail proof solution. Its durable touch screen has been specially designed for use within the retail environment and is protected with a metal housing to withstand the everyday knocks and bumps that are part and parcel of life in store. Due to its compact size it can also be positioned on the shelf next to the products being promoted.”
Hill continues “Of course a key part of the
effectiveness of any digital signage solution is the content displayed, which needs to be easy to manage and update. We have therefore designed and programmed easy to use web based software that can be used to create ‘touch’ applications. By simply using the Touch Creation Tool, the retailer or brand can make their existing marketing materials more interactive and adapt them for touch screen functionality.” At times, the most difficult part of working with awkward spaces is finding products which work well in these areas. W&Co Fabric face light boxes are so
Creating the perfect look for a store is critical for retailers. We take a look at how designers have overcome obstacles such as working with awkward spaces, creating a focal point and designing a store that can adapt to suit all seasons.
understand its position compared to the competition and how customer traffic flows through it.”
Merchandising awkward shaped or bulky products has long presented problems for retailers and brands. Anything that is not packaged in a neat, uniform box can be tricky to display and when you are working with awkward spaces too that obviously adds to the difficulties.
In these instances it’s not easy to make maximum use of the available space, so not only do displays end up lacking in aesthetics, they also waste valuable shelf space.
Duncan Hill, Managing Director at HL PPE, explains “When it comes to creating focal points in store to grab the attention of customers the big news over the last 12
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adaptable they can be used to wrap structural columns, fit into awkward alcoves or make the most of ceiling space within the retail store environment.
Simply Be stores throughout the UK have installed W&Co’s circular ceiling disks to add ambient feature lighting to their stores without compromising on shop floor space. Many light boxes offer easily interchangeable graphics to quickly and easily update seasonal displays. W&Co Fabric Face light boxes can be changed in seconds by store staff without any specialist training or equipment. RGB colour changing LED’s also offer a quick and easy way to change the mood of the store environment with the switch of a button (eg. red at Christmas, yellow at Easter). W&Co recently installed an illuminated dance floor
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