POP Projects
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The showcase was designed to fit on to the existing shelves and not deduct any valuable space from the products.
Main Image: Old fashioned cinema style seating adds a splash of colour throughout Phase Eight’s flagship store. Store design by Four-By-Two. Below: Autoglym’s POP display, created by HRG.
rely on the brand to deliver time and time again. Bob Thwaites, founder and partner of
FourbyTwo "We have been working with Phase Eight for over five years, gradually tweaking their existing store concept, so we understood what they were looking for and how we could showcase the brand to add a sense of delight for its existing customers and to attract new ones. Our core aim has been to soften the Phase Eight look, adding a sense of approachable luxury that invites the customer in to enjoy an unforgettable shopping experience." On the lower ground floor customers will
find the new range of limited edition luxury evening gowns, called Collection 8. This collection has its own dedicated area and as the evening gowns are at a higher price point than the rest of the store, the design for this area reflects the change. There is also a bridal section of the store that is intimate and cosy, offering the bride to be a comfortable and private space to decide on the dress for her big day. The walls have been draped with calico and a vintage dresser is stood, pride of place, displaying accessories and shoes to accompany the perfect dress. The new store is now able to showcase Phase Eight’s entire collection but with
cleverly designed POP, is done in a way that doesn’t overwhelm the customer. Since opening, it has been trading above
initial expectations and looks set to become the highest performing Phase Eight store by turnover.
Autoglym is a manufacturer of premium
car care and valeting products used by both enthusiasts and professionals. Autoglym produce a high quality product and customers believe in the brand, however many customers were getting confused when purchasing as they weren’t sure which products they needed for their purpose. With a car being the second largest
purchase people make, after a house, people tend to want to look after it and practise good maintenance to maximise value. Many people clean their cars on a fortnightly basis as a hobby or just to relax. HRG were briefed to develop a POP that
helped customers make an informed decision about what products they needed and also maximise sales by introducing customers to the whole range of products and their purposes. As a result of this brief HRG created a
‘showcase’ for the Autoglym products, to be used within Halfords stores. As shelf space was at a premium, the showcase was designed to fit on to the existing shelves
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www.a1retailmagazine.com
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