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Designs on the Future: Digital Debenhams

Debenhams develops into the multi-channel arena delivering a blueprint for the future in its fully re-furbished flagship store.

 

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Building on its Designers for Debenhams the retailer embarks on a renewed and re-energised celebration of is unique proposition with larger footprints, distinct decoration and more potent graphic communication. In a celebration of service, cash desks and corporate spaces are celebrated in bright hues, heralding a physical and strategic return to service.

At the core of the new design is the presence of an omni-channel offering with a dedicated click and collect service area and a scattering of terminals in key departments allowing the customer to browse and order directly from the store. The in-store initiatives coordinate with a new e-commerce revamp as this traditionally strong performer plays its classic hand in the only game in town.

Designers at Debenhams, with designs on the future.

 

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Rules of Engagement: Game Changing Louis Vuitton

Not for the first time, it has taken a traditional brand to demonstrate how new technology and social engagement can enhance a reputation, communicate a product line and win over the hearts of both new and old alike, with humour, interaction and fun.

 

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To promote its collection of leather cases for iphone, pads and books the brand has gone back to the heritage of computer games into the memories of its core customer, adding a new touch and freshness that will appeal to the sons and daughters of the rich & famous. In a combination of space invaders and video tennis Loius Vuitton uses cases as spacemen, destroyed at will in the defence of good taste and beautiful products.

The landing page is, as ever, beautifully created with a demonstration video, product information and of course the game itself in three levels of difficulty. This is not child’s play, but Louis Vuitton makes the game of social engagement look easy as it sweeps to victory in the power world of luxury brands.

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Twist of Fate: Louis Vuitton on a Different Level

Twist of Fate: Louis Vuitton on a Different Level

 

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An important catalyst in the re-invention of Selfridges was the phase 1 introduction of escalator wells at either end of the store, which with the central centrepiece of lifts and existing escalators transport customers on a myriad of customer journeys exploring every corner of every floor of the world famous emporium, opening up an unparalleled assortment of brands and attractions.

A new addition to the vertical transport fraternity is the addition of the unique Louis Vuitton twisting lift joining the 2 floors of the brand in a truly innovative and intimate way. The spectacular open structure reveals a golden lift that turns serenely as it makes its way from one level of luxury to another equally unparalleled Vuitton universe.

The lift is marked by two rotating display cases that transcend the space from floor to ceiling housing the highlights of the accessories collection and forming an appropriate guard of honour for the brand patrons as they make their way up to that great label in the sky.

 

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Translating Success at JD: In situ in Espana

Riding high on unprecedented success in the UK market the JD recipe of sports fashion brands, fashion footwear domination and multi-buy promotions takes the logical leap from high streets to airports and latterly the lanes and boulevards of continental Europe.

 

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This invasion of stealth reproduces the King of Trainers concept. The formula of trading the best brands and most inspirational icons around translates perfectly to the taste and languages of all nations, whilst the like of Nike, Adidas, Converse, Vans & Puma continue to develop their brand equity across the globe.  The store format is familiar from Manchester to Madrid, the claim the same, and the success guaranteed for a retailer that focuses on selling to the customer exactly what they want, wherever they happen to be.

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Splendid Isolee: Courting the In-Crowd

The re-invention of the department store, a place that selects the best from the rest, finds another incarnation in the distinctly desirably shape of Isolee.

 

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A generation on from the ground-breaking Colette, beckoning the Parisian partisan into a world of the coolest brands – the bijoux boutique, beauty emporium and couture cafe combination shows no sign of fading from the stylish streets of Europe.

Housed on 3 floors the basement beauty hall is home to both recognised and unusually attractive names like the fabled Aesop with its naturally Australian ingredients. Fashion injections are restricted to a handful of appropriate brands from Belstaff to Puma where the only criteria for inclusion are current coolness and an attraction to the discerning set.

The upper floor is home to household adornments, leisure and lifestyle accessories, and the icing on this highly decorated cake – the cafe and discrete delicatessen appealing to the particular taste that is the clientele of up-town Madrid.

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Wide Assortment: Piquadro’s Spatial Awareness

Dimensions that you only dream about, offer the opportunity for Piquadro to showcase its assortment to the passing shopper.

 

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Space and structural planning mirror category and collection ranging to provide a store that replicates the perfect pilot. The retailer response is a corridor of discovery on a journey from travel to totes, from fashion to functionality, with each family segmented and presented from the pages of the merchandising manual.

A democracy of display allows every passer-by to experience the full picture where windows and walls combine, defining a stage setting in the theatre of travel that is terminal 1, Madrid airport. Walking the walk, talking the talk, Piquadro provides the perfect expose for the captive consumer where lack of time and opportunity are now no excuse for ignoring impulse.

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Crowning Glory: The Peoples’ Princess takes a Bow

Informality and innovation serenade this seasons arrival into the world of Spanish speciality fashion.

 

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No standing on ceremony for Si Reina whose distressed displays and stripped back shell are the antipathy of pristine pedestals and perfect presentations. However this store has no shortage of admirers, attracted by the femininity and fashion touches of a well-conceived collection for that age in the adolescent journey between girlhood and the gilded guardians of adult fashion.

First impressions provide ample evidence of the endearing nature of this brand, with entrances framed with the delicate touch of flower vases leading into the drama of distressed displays of pastel flower pots and picture frames, a poignant picture of innocence lost. A ceiling of coloured Pom-Poms echoes the last days of childhood leading the next generation into a carefully prepared world of fashion fascination.

How is your coming of age as a retailer?

 

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Breaking the Mould: Camper’s Creative Footprint

Original DNA, the USP of Camper, pervades every inch of the customers’ experience, maximising every foot with fun and flamboyance.

 

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Step into Serrano to see the retailer cleverly communicate both democracy of choice as well as the celebration of the individual that earmarks the timeless Pelotas, the ingenious Twins, as milestones on Camper’s road to genuine uniqueness.

The stores walls house a thousand monochrome moulds where colour, texture and shape homogenise into a senseless setting, against which the detail, design and vibrant personality of this seasons sellers scream for attention amidst the silence.  The parade is complete with a stand-off between today’s table displays and the whitewashed walls of yesteryear.

A sensation for the senses where Camper creates a tantalising tension between its footwear physiologies.

 

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