Ideas -
The In-Store Show incorporating IDW
Our “Ideas” articles keep you in touch with styles, trends and developments in design, providing you with articles and information that is of direct practical benefit to your company and your customers. This month Sue Cole JSA Design Office Manager and Kate Dowding Design Team leader report back from the In-Store Show.
Innovation - Barbours
These articles show how JSA’s design and build work has directly improved our clients’ business and perhaps gives you some ideas as to how we might work for you. This month we look at Barbours.
Inspiration -
Shopping in Malaysia
Our “Inspiration” section is an informal look at the ideas and people that shape future trends.
This month Barry Stedham looks at shopping in Malaysia.
The annual In-Store Show incorporating International Display Week was held this year from 20-22 May 2007 at Earls Court. This is the event for everyone involved in the retail industry, helping brands and retailers improve customer experience, ensure brands stand out, and improve their sales.
As JSA are involved in the creation of inspirational and impactual in store design, the In-store show is in our calendar as one of the essential diary dates. There are plenty of reasons to visit the show and with this in mind Sue Cole JSA Design Office Manager and Kate Dowding Design Team leader went along on separate days. With over 200 inspirational exhibitors representing all elements of in-store marketing and design, including companies who have provided lighting for Marks and Spencer, POP for L'Oreal, and an award winning digital display for Harrods department store.
"I found The In Store show inspirational" said Kate, who went on to say " I was especially impressed by the companies exhibiting, for example, Nesdigital, who are able to print large format onto a variety of different surfaces including canvas, flag fabric, silk, aluminium and even toast! Also of great interest were companies using magnetic systems for both graphic display and for shop fitting. Rare Basics have recently launched there MagnIQ system which create an entirely flexible system. After looking round the show I attended one of the lectures 'Creating Store Layouts That Sell' presented by Guy Vaughan which was extremely informative One of the examples shown was the Superdrug at Uxbridge, including before and after photographs and illustrations on how the new layout incorporated the re-marketing as a beauty store, keeping the windows clean and free of posters to allow customers to view the space. The clever creation of an image wall as soon as you enter helps customers to focus on products and brands available to them. I was particularly impressed by the angled mid floor gondolas which meant the isles were not straight and uniform, and tracked movement throughout the store showed how the new layout increased customer flow."
The POPAI Awards 2007 Showcase gave us and visitors to the show the opportunity to view examples of award winning POP. The POPAI Awards, run by POPAI UK & Ireland recognise merchandising excellence in point-of-purchase advertising.
A new feature to the exhibition was Design@In-Store which offers you a chance to meet big players from within In-Store design. There were two distinct 'design focused' areas (marketing design and retail design) where we saw examples of the companies most inspirational work.
Sue Cole visited the show on a different day and took in a lecture on 'Building a new store concept' by Tabitha Brelet. "This included sections on architectural design and graphic design and why it is the most important investment you may make, how to build the concept and a live case study. I was impressed by the subjects covered in this lecture such as trends in retail store design and what the store of tomorrow will look like". She went on to say "We are now looking forward to next year's innovative show. To see details of this and more about the show you can click on www.instoreshow.co.uk. Alternatively you can register for the In-Store News which is the new online publication for all those involved in the business of driving sales in-store. It runs throughout the year, so is an ideal way to keep up to date with the industry all year round"
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You will always find a unique shopping experience awaiting you at Barbours Fashion store. Established since 1856 this special store situated in South West Scotland is independently owned and family managed by Peter and Colin Barbour, who are now the fifth generation of the family. JSA successfully completed the Young Fashion area at the front of the store in Dumfries at the end of December 2005, and were commissioned to bring the ladieswear and lingerie areas up to date. Ladieswear is the main department on the ground floor with lingerie off to the side in a more secluded area. We created an illuminated archway to draw attention to lingerie whilst creating a new walkway through to childrenswear, as prior to the refurbishment customers had to walk through lingerie. The decision to move the location to a more private area worked well as it still holds a prominent position, whilst millinery and outerwear swapped position with lingerie to create a more coherent and workable floor space. A fresh colour scheme was introduced complemented by all new wall systems and distinctive floor units together with a limestone effect floor which flows down the length of the department with matwells to the sides in a contrasting dark timber. A soft atmosphere was required in the lingerie department and this was created with the clever use of plush carpeting. The main cash desk to the floor was also relocated into a more central position enabling all customers quick and easy access for service. To utilise the long narrow space JSA designed the wall space with tall display units and feature floor rails extending into the floor space creating alcoves to split up each section and break up the view. As you look down the store the units with plinths were designed for mannequin displays to add variants in heights and valuable interest points. The plinths were also designed with busy seasonal times in mind as removable hangers were also incorporated. Another interesting feature introduced by JSA were the versatile three way units which have moveable hanging rails on all three sides and a timber 'L' shaped end with display peg and shelf drawing customer focus to a specific product or range. JSA took advantage of the buildings natural assets, including the large feature atrium situated half way up the ladieswear department. The design incorporated this feature into a large ceiling raft stretching the entire length of the area and this was complemented by infusing natural light with a new feature light display unit which complements and completes the entire transformation. |
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Sunway Pyramid It is a centre that features huge leisure activities in the middle of one leg of the mall and open through all six floors is an artificial ice skating rink with two glass lifts at the end. The shop fronts are all individually styled, with no common type of fascia, the lighting in the shops is not of the same standard as the newer malls in the city, as they are still using low voltage and fluorescent boxes. The clever use of graphics in both stores and window displays identify key areas. Shops that are well lit stand out like beacons, there are just so many shops it is difficult to imagine there being anything you would want to buy that was not available. Disproving the need for dimmed lighting for televisions the Sony Centre stands out like a beacon. Everywhere you go there is a body care shop with massage machines, massage chairs etc. The Pet Lovers Centre is an interesting concept, mainly with animals limited to small gerbils (of which they must sell hundreds!), green turtles, and additionally pet budgies, all extremely well merchandised. There is a huge food offer of every different concept you can think of from around the globe. There are so many shoe shops it's not true, a huge amount all displayed in similar ways, a bit difficult to imagine people could buy so many shoes! Shoe shops are highly densely merchandised and yet it is amazing they are prepared to give up huge spaces for graphics, something we don’t do in this country. What comes over strongly is the individuality of the retailers, a cut above hair dressing salons which we designed back in the eighties, were in evidence in all the malls. Even jewellery stores all heavily feature lifestyle graphics. One shop was scarlet which literally just retailed wigs, a small shop for ladies fashions was called 'Colour' which was purely a white box with splashes of colour introduced. Whilst another called 'Polka Dots' was an interesting childrens and teens concept. The merchandising grouping in the mall made shopping easy. Coming out of the shopping centre one goes straight into the amusement and leisure water park, which is amazing.
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Petronas Towers Walking into the city a visit to the fabulous Petronas Towers is a must and I was immediately aware of the luxury of both the ambience and product of this famous landmark. With its two cylindrical towers of stainless steel and glass towering above the city spectacularly lit at night, this centre really does ooze with quality product and design of shopfittings. The first shop was 'Hour Glass' which is a beautiful jewellers selling Cartier, Rolex, Harry Winston etc, all genuine, with delicate lighting, plush carpeted floors and private consulting areas. This was followed by a large Ermenegildo Zegnia shop, superb quality as one would expect from this brand, featuring cool marble floors complemented by warmer timbers and so on. This is six floors of shopping of a standard second to none anywhere in the world and all linked through to the Mandarin Hotel. It is interesting like all of the shopping malls there is no standardisation of shop front design something our planners could well take heed of. Parksons Department Store has a beautiful perfumery department leading on to handbags and jewellery, all featured as concessions looking absolutely spotless. The first floor was an extension of ladies accessories with shoes, more handbags and mens all branded by concessions beautifully shop fitted and carefully detailed. On the ladies section of this floor the 600 x 600 triple 2 fluorescents even though supported by compact fluorescents and gimbals were not dramatically out of place. The 3rd floor was childrens, once again carefully shop fitted again by brand with displays at the head of the escalator leading through into childrens shoes and toys. Also on this floor were linens, cookshop and then sports featuring Billabong, Reef, inevitable Adidas, Nike, Ashworth, Rena and Speedo, not to mention North Face and Timberland, luggage was linked in to sports. All the ceilings were plasterboard throughout with illuminated rafts leading through the walkways. I started my visit early in the morning and by 11.30am the mall was heaving!!
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