44 ttg_lux_how_to_Summer09 11/6/09 14:55 Page 46
In line with keeping what Dayson thinks is “the right Managing director Nick Chaloner said the three
clientele” in the shop, the brochure racks only feature Aito branches were refurbished using the colours of the
operators. But sadly, the 42-inch plasma TV screen has South Lakes: slate blue, bright blue water, green hills.
been stolen again, in the second burglary in four months, “The travel lounge is trying to replicate the first-class Up close
so that won’t be replaced. BA lounge: leather furniture and a flat-screen TV linked to
Designer Travel
Fortunately for the two branches of Symphony World a powerful PC, so you watch images from the web and
Travel in Fetcham and Kingswood, Surrey, plasma screens DVDs on there,” he says. “We have also put up 1930s art deco
have been in place for five years now. travel posters. It puts us a long way ahead of competitors.” When Amanda Matthews (pictured) and her co-founders
The launch of Advantage’s Luxury Specialists scheme Chester agency Deva Travel has used its position as the moved on from Travelcare, they identified large, modern
a couple of years ago prompted the agency to upgrade its retail division of ITC to call on the expertise of its parent premises in Ramsbottom that could house both a call
premises and employ some of the consortium’s imagery. operator. With long, narrow premises and planning centre and shop front for Designer Travel.
Anthony Raffini, Symphony’s joint proprietor, says: “We restrictions because of its location in central Chester, “We wanted a minimalist modern look so we had a
blended some of their artwork with our own images, and refurbishment presented several hurdles. tiled floor, round desks and the kind of chairs you’d find
used their strapline, Specialists in Travel, on our new in a BMW showroom. Laptops mean clients can sit on
frontage and inside. CHARACTER IS KEY sofas or have home visits,” says Matthews.
“We design our own window displays like large depart- Manager Linda Herbert says: “We have a double-fronted The team designed it themselves and haggled with a
ment stores. Big images give the wow factor, and are window with a recessed door which we cannot touch but it local shopfitting company to get the best rate. A flat-
themed, such as ski or cruise. The refurbishments were all adds a lot of character. The decor is light – white and screen TV shows travel DVDs all day, and they offer tea,
from our own ideas, inspired by things like hotel lobbies cream – and we have lots of racking space as it is so long. coffee, wine and juice. Window displays feature
we’ve seen. It says you are dealing with professionals.” “The window never has special offers but we do have a montages of images, while “weird and wonderful” offers
large easel featuring a map of the world with pins in it attract the most attention.
DIY APPROACH where staff have been to. We also have themes in the “Our chandeliers have the wow effect, and we have
Setting their shop apart from the high-street multiples window, such as SeaDream Yacht Club.” glass-fronted cabinets displaying souvenirs and
was also the aim of Travel On 2 in Barrow in Furness. An upper deck area has an exclusive lounge area with promoting the Afrikids charity,” she adds.
Partner Karen Forrester explains: “We are in a very working leather settee and Tassimo coffee machine. Intriguing
class area and feel we stand out completely from the high artefacts from overseas are housed in a book case and the
street multiple agencies in this town. Our premises are coffee table features travel guides, magazines such as
upmarket with a professional look – Italian glass desks, Cheshire Life, and, of course, ITC Classics brochures.
fresh flowers, coffee and wine. There is also an audio/visual system with drop-down
“We have leather chairs, no grotty posters, and flat- screen to show images for consumer evenings.
screen computers. Our lovely browsing area has high Creating the right environment for events was also key
wooden and chrome stools and table. My husband and to Black Tomato’s look (pictured below), although with a
I designed the layout and it seems to work well.” younger clientele it is more modern and suited to its spot
As well as adding to the overall aesthetic, quirky little in the heart of trendy Shoreditch, catering for the City and
touches can be practical too. design crowds, complete with bar and gallery.
Perspex displays filled with sand and coloured shells in A “High 5 Wall” is spray-painted during monthly “office
Beaver Travel’s shop in Radlett fill a dual role, not only chinwags” to celebrate staff achievements. PR and product
evoking the holiday feel, but also hiding cables. executive Sacha Smith-Laing says the offices feel like a
Gary Green, managing director, says their look has gen- “glass labyrinth”, with exposed ventilators, minimalist
erated “unbelievably good feedback from staff and clients”. furniture, “cool” photographs and inspiring local objects.
“During the first few weeks after the refurb we had a “Our aim is to reinvent the stale concept of high street
constant stream of people sticking their head through the travel and turn bricks and mortar into something that is
door just to compliment us on how nice they thought our truly engaging,” she says. Black Tomato also holds free
offices looked. Previously, an old-fashioned L-shaped parties, inviting clients, suppliers, media and public, with
counter acted as an unwelcome barrier between our sales images projected around the premises.
team and clients,” he says. “We haven’t had designers or interior firms do the
Most of the design was done inhouse, with the help of a space for us – we deliberately do it all ourselves because
shopfitting company. we want it to properly reflect our brand essence,” adds
Another agency which used outside help was Gates Smith-Laing. “But we occasionally collaborate with Have you given your shop a makeover? Send
Travel of Cumbria, but using a local designer proved much up-and-coming local artists, such as a graffiti artist your photos to alhutchinson@ttgluxury.com
cheaper than a company from elsewhere. known as The Krah.” and we’ll share them on our website
6
■
Use designs to reflect your
area and local clientele, such
as Black Tomato’s pared down
industrial look (left)
■
Use inspirational travel
images projected onto your
shop window, successfully
carried out by Kuoni
TIPS FOR RETAIL
■
Chandeliers, such as those in
WOW FACTOR Designer Travel, shout out
that you are a business that
cares about how you look and
reflects a certain lifestyle ethos
■
Use the intriguing overseas
souvenirs and artefacts that
you all bring back from your
trips, as Deva Travel does
■
Upmarket-looking framed
pictures needn’t cost the earth
(just £60 from B&Q, says Spa
Travel) but give off the right
impression
■
Fire up imaginations by
leaving a display of inspiring
travel books packed with
glossy images, recommends
Abercrombie & Kent
46
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