In‐store Design
Above: Image supplied by MAD About Design Top Right:
Image supplied by MAD About Design Bottom Right: Image supplied by W&Co
surround for MINI Park Lane which changes colour to increase the ‘night club’ design of the showroom.
Putting a focal point on the shop floor can be vital to the overall look of a store and is something which must be considered when putting new designs together. Defining a key theme throughout the space is critical.
Creating a focal point by its very nature often involves a diversion from guidelines and an exception to rules; the aim is to create something unexpected and visually exciting.
MAD about Design were recently asked to put together a display for the Dahlia Noir fragrance launch for Givenchy.
Heather McArthur at MAD About Design explains “At MAD we tackled the Dahlia Noir fragrance launch for Givenchy with a drive towards creative innovation in mind. Working closely with Harrods we identified the key theme of flowing fabric in the brand visuals and used this to create a sculptural layered fabric display at the top of the Black Hall A‐site and acrylic waves on the exhibition site and Egyptian escalator cases.”
McArthur concludes “Our team of talented designers approach small and awkward sites as an exciting challenge – how can we apply brand guidelines and take advantage of unusual approaches and awkward shapes? A recent example is a site we designed for Elizabeth Arden in Sogo,
Contact
Umbrella Design T: +44 (0)20 7833 4032 W:
www.umbrelladesign.co.uk
HL PPE T: +44 (0)1279 412345 W:
www.ppe.co.uk
W&Co Design Solutions Ltd T: 08456 25 35 45 W: www.w‐
co.co.uk
MAD About Design T: +44(0)203 178 4510 W:
www.themadpeople.com
Jakarta; a triangular space with main approaches from all three sides and from above via a primary escalator route. We used the dynamic site shape to project colour, fragrance and skincare testers towards the main customer flow routes and used the counters to shelter a semi‐private consultation area in the middle. A back wall gives the site height and makes a feature of displayed products through transparent shelf‐backs that can be seen by customers leaving the escalator.”
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