17 -Flagship & Store

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Entry Title	H.Samuel New Store Concept
Category	Flagship & Store
Company Name	Briggs Hillier
Client Company Name	Signet
Entry Number	17-001
Year Entered	2015

What were the objectives behind the store concept?

WHAT WERE THE MAIN ELEMENTS OF THE BRIEF E.G. ENTER NEW MARKET/ GROW MARKET SHARE/ REVITALISE BRAND / BRAND POSITIONING ETC? We were given a very top line brief from our client; to create a store concept for roll-out that would take H.Samuel into the future, helping not only to maintain but increase....
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How were the objectives met and what were the results?

DETAIL ANY PROBLEMS OR CHALLENGES FACED AND HOW THEY WERE OVERCOME The following headings relate to the objectives within the brief: DESTINATION FOR DIAMONDS Problem: Diamonds merged into the rest of the jewellery range and were not presented as ‘precious’. Key brands were not promoted and the displ....
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Entry Title	Hunter Flagship Store
Category	Flagship & Store
Company Name	Checkland Kindleysides
Client Company Name	Hunter
Entry Number	17-002
Year Entered	2015

What were the objectives behind the store concept?

PURPOSE OF THE STORE To provide the first opportunity for the Hunter customer to enter the world of this iconic brand. BRIEF The brief was to create a store concept that clearly delivers a retail experience that presents the brand’s exciting new vison and future. Communicating the brand values and p....
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How were the objectives met and what were the results?

CHALLENGES •To carefully distil the brand’s heritage/DNA and utilitarian roots, re-appropriate them through a contemporary lens. Established in 1856, Hunter has evolved over 150years with iconic products that are woven into the British culture – a cherished country heritage brand, re-appropriated fo....
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Entry Title	O2 Telefonica Store Re-Brand
Category	Flagship & Store
Company Name	Solutions Diverse Ltd
Client Company Name	O2 Telefonica
Entry Number	17-003
Year Entered	2015

What were the objectives behind the store concept?

O2 Telefonica presented us a brief to re-brand several key location, Phones 4U stores to O2 stores in the most cost effective way, maintaining the look and feel of their existing store design. Having made the decision to re-brand over re-fit it was made clear to us the strategy was to complete works....
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How were the objectives met and what were the results?

In terms of difficulty the process of a re-brand can become more challenging than a re-fit due to an increasing number of factors such as.. Unforeseeable complications due to differences between sites ie: non uniformity, a proactive real time approach was required to solve problems quickly so as not....
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Entry Title	Primark, Berlin
Category	Flagship & Store
Company Name	Dalziel & Pow
Client Company Name	Primark
Entry Number	17-004
Year Entered	2015

What were the objectives behind the store concept?

We were briefed to deliver a true global flagship that would become an immediately well-known and recognisable retail and design landmark in Berlin, and Germany at large. Primark’s ambition is to make every new flagship store the best yet, and Berlin was no exception. We designed a store that moves ....
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How were the objectives met and what were the results?

Following the success of new stores in Düsseldorf and Cologne, the challenge for Berlin was to create another German flagship with strong personality in its own right. Each new Primark store embraces its location, boasting a design concept reflective of local character and personality while retainin....
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Entry Title	Rockar, Bluewater Shopping Centre, UK
Category	Flagship & Store
Company Name	Dalziel & Pow
Client Company Name	Rockar
Entry Number	17-005
Year Entered	2015

What were the objectives behind the store concept?

Rockar approached us to work with them on communicating a radical new proposition for automotive retail having found that customers visit a car dealership just 1.3 times before purchase. Driven by the rise in Internet usage and the rise of smart phones and tablets, 93% of all new car buyers conduct ....
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How were the objectives met and what were the results?

We worked with the new automotive brand on the launch of its first store, in partnership with Hyundai, at Bluewater shopping centre. Alongside three Hyundai display cars, the digital 185sqm store is populated with 42 digital screens. These wrap round the entire space and display bespoke content we c....
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Entry Title	Samsung Experience Store Dundrum
Category	Flagship & Store
Company Name	Cheil Europe Limited
Client Company Name	Samsung Electronics UK & Ireland
Entry Number	17-006
Year Entered	2015

What were the objectives behind the store concept?

To combat Apple's stronghold on the European High Street Samsung embarked on an aggressive programme of new store development and openings. Samsung wanted to demonstrate a clear statement of intent and targeted us with opening nine stores in the UK and Ireland on the same day to coincide with the la....
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How were the objectives met and what were the results?

The store delivers a premium Samsung brand experience and delivers an extensive range of devices including, smart phones, tablets and wearables and has its own technical adviser and service centre, fronted by the expertise of Carphone Warehouse’s existing staff who have been retained as Samsung bran....
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Entry Title	Superdrug Beauty Store
Category	Flagship & Store
Company Name	Arken P-O-P Limited
Client Company Name	A S Watson T/A Superdrug Stores
Entry Number	17-007
Year Entered	2015

What were the objectives behind the store concept?

Superdrug are looking to reposition themselves as the Destination Store for the value seeking Health and Beauty shopper and as such opened a Flagship store to trial the sale of Health and Beauty products only. This new "Beauty Studio" format was a substantial move away from their traditional market ....
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How were the objectives met and what were the results?

Creative Design Proposals were submitted that clearly categorised products into "Cosmetics", "Hair and Skin Care" and "Fragrance" zones. These zones were clearly identified upon entering the store with large wall mounted illuminated category signage. Each zone had distinct and relevant product merch....
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Entry Title	The White Company
Category	Flagship & Store
Company Name	Dalziel & Pow
Client Company Name	The White Company
Entry Number	17-008
Year Entered	2015

What were the objectives behind the store concept?

Our design of The White Company’s new flagship in Norwich shows a marked change from the crisp white box interiors and category divisions of its existing stores. The brief was to create a more fluid lifestyle-led experience, showcasing the increasingly diverse breadth of its range, while still commu....
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How were the objectives met and what were the results?

We didn’t encounter any major issues during the design and build phases of the new Norwich store. Our concept represents a subtle evolution for the brand, its core values and identity enhanced by a more intuitive, domestic-feeling space. Our concept is modelled on a journey through the home. Custome....
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Entry Title	Wickes - New Concept Store
Category	Flagship & Store
Company Name	SPS Print Group Limited
Client Company Name	Wickes
Entry Number	17-009
Year Entered	2015

What were the objectives behind the store concept?

Q1. What were the objectives behind the the store concept? What were the main elements of the brief, eg. Enter new market/grow market share/revitalize brand/brand positioning etc? Wickes is a well-established home improvement store stocking largely own-brand products. Owned by Travis Perkins, it had....
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How were the objectives met and what were the results?

Q2 How were the objectives met and what were the results Detail any problems or challenges faced and how they were overcome? How did Wickes extend its appeal to the serious DIYers without alienating trade? Response= We had to make the look and feel in-store inspirational but not fluffy. How to help ....
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Entry Title	Zippy
Category	Flagship & Store
Company Name	Dalziel & Pow
Client Company Name	Zippy
Entry Number	17-010
Year Entered	2015

What were the objectives behind the store concept?

Briefed by Portuguese childrenswear retailer Zippy to design a new store concept, we needed to take into consideration shopper behaviour research that found adults do not ordinarily enjoy shopping with their children. We have seen digital design make an impact, not in transactional kiosks, but in th....
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How were the objectives met and what were the results?

We created a cast of bespoke fun cartoon characters as part of our kids’ store concept for Zippy. The cartoons proved so popular with the client that they’ve now been used across online and in-store animations, environmental graphics and Zippy merchandise. Although we were originally briefed to work....
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