Out and About Dalziel and Pow Modis Volgograd, Russia
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BOLD, BLUE AND BEAUTIFUL
Modis and Dalziel and Pow have been creating a new store environment since January 2012 for the new 1,100 sqm concept store in Volgograd, Russia.
Dalziel and Pow have redesigned the Modis brand logo which is now a new corporate blue ‘brand square’, a device they have used repeatedly throughout the store.
The store have open front windows which display the new art direction that sits within the brand square proportions. Digital screens with strong brand and fashion content have been introduced together with simplified graphic communications, bringing life to the space.
This fantastic new store has been stripped back and allows colourful and well co‐ ordinated products to shine.
A tiered merchandising floor system of tables and gondolas from the walkways has been created. There is a blend of tables and gondolas giving a varied landscape of heights and textures in the merchandising mix. The tables also provide a base for the mannequin displays, which educate
the customer in the best ways to combine the product for the most fashionable looks.
The entire graphic communications hierarchy has been redesigned, simplifying it and adding tone of voice to bring a sense of fun to the scheme. Large square‐format graphic fashion images, used as both gender navigation and fashion statements, have been styled to enable a longer lifespan in store and avoid the need for regular replacement.
This new brand logo now forms the backdrop to the cash desk. The new blue logo on the white‐painted brick emphasises the value, honesty and utilitarian aspects of their brand. There is also a large‐format screen which displays brand fashion shoots and collateral.
The space is clean and contemporary with an emphasis on product and simplicity of the shopping experience. This scheme pushes Modis into a new confident space that suits and enhances their fantastic products on offer.
Contact
Dalziel and Pow +44 (0)20 7837 7117 www.dalziel‐
pow.com
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www.a1retailmagazine.com
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