talking shop
‘A pioneering world brand’
Storytelling through visual merchandising is at the core of what Porland of Turkey does to showcase its many products
is best known for its intricately patterned, colourful, exotic creations – and this creativity is mirrored in the décor of its 30 concept stores. In dedicated areas, products are arranged in living spaces called ‘Inspiration Zones’. These meticulously crafted displays might be a table setting arranged before open French doors leading the eye into a garden, or a dinner table that looks as though guests are about to enter the space and sit down for a celebration. A
A
lthough Turkish porcelain manufacturer Porland produces plenty of white and cream tabletop pieces, it
Christmas presentation of products might include fields of snow and reindeer in the background, while an ice cream parlour setting might show off colourful drinkware and dessert bowls alongside porcelain tea sets. Music, light, fragrance and sound are then
introduced to bring the arrangements to life, such as birdsong used in a garden setting or the scent of vanilla in a kitchen scene. The Zones are also used for kitchen-related workshops, blogger meetings and other events and activities that draw in more store traffic and keep customers entertained. In terms of overall interior design, the brand
has opted for materials such as stone, brick, wood and metal. “Like our source of [manufacturing] inspiration - clay - the colour tones of Porland architecture are selected from nature,” says Porland marketing group manager Ümran Ünsal. “We selected the same dark blue as our logo for the ceilings and columns, so that our guests feel the power and reliability of our brand. Grey, with natural looking application techniques, has been used to balance this strong tone. Our customers, who we want to be taking a journey through a comfortable atmosphere, are welcomed by the dominant green colour of nature when they reach the payment desk, which was chosen to provide peace, comfort and assurance.”
This concept is completed with lighting that imitates warm daylight, and plant and flower arrangements which are artfully displayed throughout the store.
• The judges said: “Along with its porcelain production plant in Bilecik, Porland meets customers’ expectations with its unique and innovative stores. With more than 1,600 employees, 40,000sq m in concept stores, 380,000sq m in production facilities and a yearly production capacity of 70 million pieces, Porland is a pioneering world brand with a unique vision.”
•
www.porland.com July/August 2019 •
HousewaresLive.net •
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