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Some of FITCH’s recent projects


Body Shop


6pm London – Final session of the day reviewing presentations before they get issued digitally to various clients. It’s actually a rare luxury now to meet clients in person, but as good as technology is, it doesn’t improve on the quality of an old fashioned face-to-face meeting! 6pm Moscow – Start of final meeting of day, this time it’s a chemistry meeting with potential clients for the first time who are involved in the sponsorship of Russia’s Winter Olympics; Sochi 2014.


Contact FITCH T: +44 (0)20 7479 0900 www.fitch.com


Our work in London is split equally between designing ‘brands in retail’ and ‘retail brands’. So on one hand we will be designing a new telecom network store and on the other we will be working for a handset manufacturer brand. This scenario is never a conflict as we have the ability to create win-win solutions for both needs. 2pm Moscow – Presentation finished, stepping out into minus 15°C of snowy, cold air is a lovely feeling after the intensity of the morning. We grab some lunch in one of the many sushi chains in Moscow and again ‘polish’ our next presentation and turn our


www.a1retailmagazine.com


heads and lexicon towards the world of fashion and footwear.


4pm London – Conference call with UK supermarket brand Morrisons to review progress on the new convenience store we have designed with them called M local. Although Morrisons were late to the C-store market, this ‘Fresh Daily’ store concept is proving to be a success story. 4pm Moscow – Fashion store design meeting complete, we squeeze into a taxi that becomes gridlocked in Moscow’s infamous road jams.


8pm London – I Finally get to my desk for the first time of the day, most of the time I skim emails on iPad between meetings. Then it’s a quick cycle home, the perfect way to clear out any niggles or frustrations from the day. 8pm Moscow – It’s not unusual in Moscow for business meetings to go on until midnight, however not today, so we make our way to a new restaurant in an old chocolate factory to eat. Unfortunately, the dreaded laptop is out again as we download the latest creative work from the London studio and start to prepare for tomorrow’s adventures.


This is a normal day for me, working across a broad range of retail categories, from value-for-money to luxury brands. Across an average week I will consult on ten different brands, and it’s this challenge that has kept me at FITCH for the last fourteen years; I joined as a Junior Designer in 1998 and in 2010 became Creative Director.


29


A1


Vodafone


Morrison’s Local


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