18. Shop in Shop

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Entry Title	Acqua di Parma Christmas
Category	18. Shop in Shop
Company Name	Mad About Design Limited
Client Company Name	Acqua Di Parma
Entry Number	18-001
Year Entered	2017

What were the objectives behind the store concept?

Luxury Italian fragrance brand Acqua di Parma required the design and execution for their key UK Christmas site last year. The brand were given ten days on the ‘Mary Site’ in Selfridges’ flagship London store. The space allows for a footprint of 5.6m x 2.5m and nothing taller than 2.4m, and comes wi....
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How were the objectives met and what were the results?

Given the competitive Christmas market and sitting within a crowded retail space, the brief demanded a strong and eye catching design. Building on the recent trend for oversized prop style pieces, the design took inspiration from Acqua di Parma’s iconic yellow ‘hat box’ gift set which became the ove....
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Entry Title	Dubai Mall Shop in Shop
Category	18. Shop in Shop
Company Name	Coty
Client Company Name	Coty
Entry Number	18-002
Year Entered	2017

What were the objectives behind the store concept?

The brief was to create and build the In-Store identity for the launch of the new Alexander McQueen Fragrances House, from the heritage of its British founder Lee Alexander McQueen and the feminine and romantic vision of Sarah Burton, the Creative Director of the brand. It is about triggering the cu....
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How were the objectives met and what were the results?

The biggest challenge was to get disproportionate size and visibility in store for a new entry brand with 2 lines, McQueen Parfum and McQueen Eau de Parfum. To compensate, we designed a complete space, taking into account the shopper behaviour in the Middle East and The Dubai Mall specifically.The 1....
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Entry Title	Hasbro Gaming Shop in Shop
Category	18. Shop in Shop
Company Name	Once Upon a Time
Client Company Name	Hasbro
Entry Number	18-003
Year Entered	2017

What were the objectives behind the store concept?

? To design a bespoke Hasbro Gaming Shop in Shop in a defined space in The Entertainer’s Birmingham Bullring store. Dual space was allocated to Hasbro Gaming due to the strength of the brands to reenergise an area of the store perfect for extra special treatment. ?? Hasbro are an instantly recognisa....
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How were the objectives met and what were the results?

During the production and installation phase, we were able to utilise some pre-existing items to help dress the area to ensure we hit our key opening deadline. ?? In addition, during the installation phase, when the pre-existing facia was stripped back, there were challenges with lighting and previo....
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Entry Title	Project Jaybird/UE
Category	18. Shop in Shop
Company Name	Arken P-O-P Limited
Client Company Name	Logitech
Entry Number	18-004
Year Entered	2017

What were the objectives behind the store concept?

In addition to its acclaimed portable speakers brand, Ultimate Ears, Logitech had recently acquired Jaybird, a premium brand (RRP £130.00 per pair) of secure in-ear wireless headphones that are designed for athletes, runners, and fitness fanatics. As a result, its marketing objectives for the Shop i....
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How were the objectives met and what were the results?

In the first instance a clear strategy needed to be adopted by the design team which enabled them to deliver the desired scalability, and by following clear directives at every stage of the design and production process, including working to clearly specified budget constraints stipulated by Logitec....
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Entry Title	Virtual Reality Zone in Milan
Category	18. Shop in Shop
Company Name	Arken P-O-P Limited
Client Company Name	Intel Corporation (UK) Ltd
Entry Number	18-005
Year Entered	2017

What were the objectives behind the store concept?

Intel challenged the supplier to create a shop-in-shop zone in consumer electronics retailer Media Markt's Milan store. This space would enable Intel to enter the innovative Virtual Reality market, new to them, promoting hi-spec gaming computers which had the Intel chip inside.By creating a specific....
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How were the objectives met and what were the results?

The perimeter of the zone consisted of fabricated mild steel posts with CNC cut acrylic panels. These were screen printed to give an etched effect and finished with a diamond polished edge. Other assets within the zone included MFMDF Totem and display podium, also the flooring was double skin lamina....
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