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From West Elm Cardboard Creativity Grows

Poor workmen blame their tools, but the toolshop department in West Elm is a testament to the cardboard craftsmen that toil behind the scenes.

Simplicity and integrity are the trademarks of the boxes that house everything from saucepans to sauce spoons. Essential to all great packaging is the ability to see what’s inside without the destruction of the box around it. Getting the message without killing the messenger. The West Elm packaging uses a combination of cutaway panels revealing the mystery contents, and lifesize photography revealing a like ness of the contents in both tone and scale.

If only everything was as easy in life, if only cooking itself was as creative and yet consummate, as shopping the shelves of West Elm.

Are details of the store experience such as packaging letting you down?

Take a tour around West Elm: London

Style travels well, and judging from the stunning arrival of West Elm on this side of the pond, the American home fashion retailer is about to make serious waves in the UK decor market.

The essential elements have been transported safely with its distinctive high wall displays, blocked shelving, colour story chic and opulent ornaments still in tact after the journey East.

The House that Jack Built: Simple Style from John Lewis

In a yellow nod towards the modern kings of contemporary living John Lewis continues to expand and promote its House range of simple, stylish home products that won’t break the budget.

The collection now stands at 800 items from furniture and lighting to home decor, bathroom, bedroom, home office and kitchen. With a stylishly simple circle of yellow the product packaging makes a bold statement either fighting for favour amongst more recognised brands or as a keynote statement, a splash of yellow leading the way in seasonal events & promotions.

Either way, the cool and contemporary John Lewis is certainly here to stay.

Cool Cat in the Capital: Tiger Earns its Stripes

Tiger has been slowly prowling the streets of the world for a while, with its irresistible proposition of impulse product, low prices and beautiful, attractive designs.

Its latest incarnation is its first attack into the streets of London with a bright bold yet typical store on Tottenham Court Road. The assortment creams the impulse element from popular categories such as stationery, home decor, food and fashion with a keen eye on seasonality and relevance.

Star wall is the moustache fashion story in-line with current trend and charity events, and an ever growing and impressive Christmas assortment. Smart graphics, bold displays, ease of shop and an impulse to spend combine to create a conversion rate the envy of all.

Tiger is relatively unique in that is creams the impulse sales from a range of popular product categories, without the time and effort involved in developing complete departments and the complexities that entails.

Having said that they make retail look easy. There is excellent, fashionable design and amazing low prices. A combination that should never be taken for granted.

Are you focused on the “easy buys” or bogged down in the complexities of assortment structure planning?

Wicked Company: An Invitation to Indulge

No longer Whiter than White.

Invitations abound and temptations await around every corner as The White Company urges its customers to wallow in the beauty of its assortment and experience first hand the softness, the quality, the fineness and the sheer irresistability of its products.

A formal invitation seems hardly necessary with displays and imagery that compel the customer to touch and hold sculptured bottles of perfume, hand-made quilts, blankets woven from exclusive yarns and duvets filled with the finest downs. Far from hiding its beauty under a veil, White Stuff knows that only complete involvement with its products communicates its true value to the customer.

Actions speak louder than any words except maybe “Try me!”

Are you missing a trick or two encouraging your customers to experience your products?
Which senses bring your product alive?

West Elm: Tottenham Court Road, London

This gallery contains 11 photos.

Style travels well, and judging from the stunning arrival of West Elm on this side of the pond, the American home fashion retailer is about to make serious waves in the UK decor market. The essential elements have been transported-

Everything’s Coming Up Roses: Cath’s Cornucopia

Amongst the proud pillars of Piccadilly a little floral femininity has broken through the winter weather.

Cath Kidston’s first flagship is a bright beacon of colour inviting the passer-by to explore a world of nostalgic designs, a celebration of classic kitsch, a veritable house of horticultural hype. Famous for its floral designs Cath Kidston largely lets is product do the talking with bold category displays of bags, rags & collectable booty.

The charming interior is enhanced with wallpaper flashes, old doors in yesterday’s pastels creating a suitable setting for its showcase assortment. The home department steals the show with delightful designs adorning soft furnishings to kitchen accessories.

A trademark touch of window humour as seaside rock creates a tasty backdrop for those too young to remember, to wonder, at the spectacle that is the Kidston spectacular.

..how unique are you? are you afraid to make consumer enemies, in a vain attempt to court customer loyalty?