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No more so than in the tactile world of books has the impact of the omnichannel presence been felt. The bookstore format has not only had to fight new channels to browse and buy books, but also ground breaking new media on which to transport, translate and digest the content itself. From Shelley to Shakespeare, Byron to Betjeman poetic injustice indeed.
However to every action a reaction, and Foyles has reacted by embracing and creating a literary third place, between the technological tedium of the workplace, and the socially connected chaos of the home; a place where time can be celebrated and cherished with a book, an exhibition, a conversation or a solitary moment in this world of the written word.
The new building is an architectural marvel, with is central atrium carving a cultural breath of fresh literal air through the many levels of laden shelving. Through the midst of material each floor forms a labyrinth for exploration and delight, dotted with bestseller displays, social oases, comfortable couches, exhibition spaces, communal cafes, the lure of a classic vinyl store for Jazz buffs, and a celebration of classical sheet music second to none.
For lovers of books the new Foyles heads straight to the heart.
VM-unleashed has have worked with a variety of brands and retailers helping to define the correct channel strategy, and best practice delivery within each channel.
For more information…
tim.radley@vm-unleashed.com
VM-unleashed monitors and celebrates best practice such as Foyles, to advise our clients and make then more profitable.
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.
Come with us to its first central London store…
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Tiger, with its impulse offer and low prices, is thriving and turning up not only in secondary locations and low-rent backwaters but on some of the most expensive streets in London. After a trial in Tottenham Court Road, the Danish destination has opened its doors on Oxford Street, rubbing shoulders with value giants such as Primark and Sports Direct.
Rather than changing its spots, Tiger is earning its stripes converting the passing pedestrian in huge numbers, filling their baskets to overflowing with everything from drawing pins to rolling pins, toilet to paint brushes, dried spices to coconut ices.
But this stalker of the unsuspecting is no stranger to breaking convention, creating impulse assortment, creaming the easy sales, unburdened by the necessity to create unwieldy assortment widths, chasing choice that the modern shopper cannot cope with.
In common with cross-sector stars such as Lidl and Aldi buying narrow but buying smart is a formula that works both far and wide.
“People, Hell & Angels” is the latest and most authentic posthumous album from the 60’s guitar hero. And to launch the album a unique Pop-up shop has arrived just off Carnaby Street, in a music launch that captures the life & spirit of that bygone, psychadelic age.
The store is home to the entire Hendrix catalgoue collection, merchandise and memorabilia, but to really soak up the Hendrix experience visit the basement. Here Fender, the instrument of choice for the guitar great, has taken its home for 2 weeks, displaying its range of guitars, with hourly masterclasses on re-creating the Hendrix sound for any budding guitar greats.
Iconic imagery creates dramatic wall impact communicating the brands origins, whilst a stylised Subway Map adopts a tube line for each of Col Haan’s hero shoe designs. Low volume for high impact.
The new 5th avenue store is as impressive a brand statement as you could ever wish to see. The store is spread over 4 floors which are used to create a jaw-dropping entrance where the full store height is awash with colour and excitement.
The customer is taken on a definitive journey, firstly up 3 floors on an escalator into the sky. The customer then enters the main store through an illuminated corridor where best sellers, classics and image makers are presented with enticing graphics and flashing LEDs.
The collection is displayed through a series of rooms where the product grouping is still largely in the traditional Uniqlo categories.
However silhouettes are brought together on mannequins and focal displays and the collection also includes coordinated themes for women.
Hero categories have special status such as the mezzanine floor dedicated to the Uniqlo T-shirt and displays in museum fashion all of the designs and characters that have been used on the T-shirts over its history.
Uniqlo is developing a multichannel presence where its focus is currently to create an international fashion community.
On websites and mobile platforms an international audience recommend and model inspirational ways that customers can mix and coordinate the range of Uniqlo classics and new fashion pieces.
Customer experience is core as product excellence blends with expertise and adrenaline for an atmosphere of true-life experiences and coffee with conviviality as cycle life finds a new home.
Community clamour has already actioned a coffee recycling with an extension of the café, with wider menus, expanded capacity and more creature comforts to entice and entrap the curious cyclist and the engrained enthusiast.
In the extensive store there are plenty of brands attracting the attention from Longchamps to Swarovski to DKNY but it’s the clever commercialisation of the Harrods brand that catches the eyes and opens the wallets.
Fabulous food creates the destination wall from traditional teas to tempting treats, personalised puddings to branded biscuits. The packaging steals the show building on the original green & gold into a ornate array of pastels and plums, monochrome magic to seasonal scarlets.
Centrepiece the iconic Harrods bag, blocked in the traditional hues, but also resplendent in pink for the feminine soul, and stylish in black for sophistication.
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