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around them, rather than fighting to be seen. We also haven’t lost site of the fact that the POP should not distract attention from the products on shelf or obscure them in any way,’ continues Gibbard. She believes that as costs are still tight, retailers are looking for products that are durable and can be re-used time and again. HL’s new Wobbler small sign holder is an excellent example of this. ‘Its ‘wobbling’ or ‘swing-away’ action ensures that it stays firmly in place on the shelf-edge even when bumped into repeatedly. Its sturdy, flexible design also extends the life of any sign it is holding by effectively acting as a shock absorber, therefore providing valuable cost savings. Retail design specialist, The Attic Room


has created a major fragrance promotion for one of L’Oreal’s most established men’s fragrances. L’Oreal Prestige and Collections has launched four new Ralph Lauren fragrances for men this summer – The Big Pony Collection, which has been rolled out UK wide to more than 30 Debenhams, Boots, Selfridges and House of Fraser stores. Shaun Bates, retail director at The Attic


Room who has managed the project, comments: ‘It is quite rare to have more than one fragrance to promote at the same time, so it was very important during the design process to ensure that all the key messages about each fragrance were clear and strong in-store.’ The Big Pony Collection promotion, which will be in-store for over a month,


Plan2 Install was commissioned to visit 100 Boots sites to clad and merchandise shelving towers for Miss Dior.


26 www.a1retailmagazine.com


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