7. Consumer Electronics

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Entry Title	Amazon Alexa Super Tables Dixons
Category	7. Consumer Electronics
Company Name	Alrec UK Limited
Client Company Name	Amazon sarl.
Entry Number	07-001
Year Entered	2018

What was included?

The entry is a large freestanding playtable in Dixons
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Target Environment

Consumer Electronics – Dixons top 100 stores
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Materials

Laminated mdf for durability Rear printed, acrylic product tiles for premium finish Illuminated tiles to attract customers Illuminated Shelves to allow product boxes to stand out of the black background Electronics: Bespoke produced switching system based around a single board computer for each side....
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Objectives

•Smart Home, powered by Amazon Alexa, is a new and emerging category, which allows consumers to use their voice to control additional lighting, heating, smart plugs and music devices. While this will make consumers lives simpler, faster and better, there is a challenge around how to display Alexa’s ....
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How it achieved objectives?

Alexa lets you control smart home devices with just your voice. Switch on the lamp without getting out of bed, turn on the fan or space heater from your favourite chair, or dim the lights from the couch—all without lifting a finger. Ask Alexa: “Alexa, turn on the coffee maker.” “Alexa, show my kitch....
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What features of the entry make it innovative?

The smart home category is challenging both retailers and brands to educate customers in an evolving dynamic category. The objective to create a real product experience remains at the top of the priority list. The Amazon AST solution is innovative in both the customer experience it delivers, and its....
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Entry Title	Core i7 Upgrade VR Gondola
Category	7. Consumer Electronics
Company Name	Arken P-O-P Limited
Client Company Name	Intel Corporation (UK) Ltd
Entry Number	07-002
Year Entered	2018

What was included?

Wall and Gondola Bay Intel Virtual Reality displays.
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Target Environment

Predominantly the Scandinavian market, with consumer electronics retailers such as Elkjøp, the largest consumer electronics retailer in the Nordics.
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Materials

A very challenging part of this display was production of the VR content itself as it is still a new medium – particularly for use by the mass shopper in the retail environment. To achieve the end result we had to research with external software companies and game developers to overcome the limitati....
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Objectives

We worked with Intel to commission a piece of in-depth shopper research to establish views on Virtual Reality (VR) and its use within the retail environment. After detailed analysis of the resulting data from an initial in-store VR display concept, we were able to apply learnings to devise a new, mo....
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How it achieved objectives?

Applying creative and considered design engineering, we took all of the integrity and ingenuity of the initial one-off large-scale display and transformed it into a compact (wall and gondola) version of the original, all the while maintaining a strong visual impact and delivering a credible VR solut....
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Entry Title	Epson Projector Display
Category	7. Consumer Electronics
Company Name	Kesslers International Limited
Client Company Name	Epson Europe B.V.
Entry Number	07-003
Year Entered	2018

What was included?

Free-Standing Display Unit, including projector and custom media player
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Target Environment

Grocery and Consumer Electronic retailers (independent and chain)
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Materials

The design brief was for the unit to be in high footfall stores for a duration of 3 years, so the construction was predominantly metal. We were therefore able to create a custom-branded display in approved brand powder coat colours, to ensure that the Epson blue was prevalent in the stand. Illuminat....
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Objectives

We were required to design an eye-catching display in-store, which effectively communicated the quality and brightness of the new Epson high definition projector range and educate about home projection use. The in-store lifespan was to be 3 years and it was critical to fully represent the Epson bran....
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How it achieved objectives?

The display was designed to incorporate a fully functional and integrated projector system, to truly showcase the product and its application. The design allowed the projector to be focussed upwards for the light to beam onto the ceiling onto a pre-installed screen, mounted on the ceiling of stores.....
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Entry Title	Logitech Circle Home Security Display
Category	7. Consumer Electronics
Company Name	Arken P-O-P Limited
Client Company Name	Logitech Europe SA
Entry Number	07-004
Year Entered	2018

What was included?

Fixture top/in-bay retail display plinth.
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Target Environment

Instore at consumer electronics retailer Maplins – to fit within Maplins’ Store of the Future concept.
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Materials

The CTU had a CNC'd and fabricated white acrylic chassis which gave the necessary rigidity to withstand the rigours of use in store but looked stylish on shelf. A fabricated clear 3mm heat bent PETG back panel was fixed to the base plinth to form a back panel, along with digitally printed paper grap....
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Objectives

The Logitech Circle is a home security camera, a connected product which allows users to see into their homes via a mobile app when they’re not there. With limited budget allocated by brand to support instore activity, the challenge was to devise a premium display solution that was easy for shoppers....
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How it achieved objectives?

The Home Security category is commonly a complex one for shoppers to navigate, with a plethora of smart solutions. Confused shoppers don’t always know what connects to what or how products work together, so it was important for this display to reassure shoppers, delivering the message that the produ....
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Entry Title	Lorex Category Management Display
Category	7. Consumer Electronics
Company Name	Arken P-O-P Limited
Client Company Name	Lorex
Entry Number	07-005
Year Entered	2018

What was included?

Instore category management display for LOREX home security products.
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Target Environment

The LOREX display was designed for use within a major UK consumer electronic retailer, working not only to the specific requirements of the LOREX brand but only to integrate within the retailer’s own new Store of the Future concept.
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Materials

The unit was produced using a number of material substrates and manufacturing processes: •Digitally printed magnetic vinyl back-panel graphic - this enabled any necessary updates to be easy and cost effective whilst ensuring a quality print finish. •Mild steel powder coated mounting brackets - robus....
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Objectives

A rebrand for home security brand FLIR to LOREX provided a need for the brand to also relaunch a new instore category management solution for its range of high definition home security cameras. As the rebrand was being delivered primarily through store only activity, establishing a credible and stro....
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How it achieved objectives?

The display segmented LOREX products with high-line communication, into four clear choice options – Wire-Free, Standard Wired, HD Wired and 4K – using simple terminology that the average, uneducated shopper could understand, whilst at the same time giving them a glimpse into the innovative features ....
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Practices employed in the design stage of the project that reduced the environmental impact of the display?

The new display solution was designed to be future proof, with all graphic content easily updatable.
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Materials used and how the production process helped reduce the environmental impact?

The new units featured interchangeable graphics to extend the life of the display solution. The introduction of a dedicated and extensive reconditioning programme for product components used within displays led to a significant reduction in environmental impact – entirely removing the need for landf....
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How have changes made to the physical infrastructure impacted upon production, such as reduced utility consumption, reduced wastage/waste treatment and improved process control.

In addition to the instore goals, we also helped to support the brand with a wider goal linked to Corporate Social Responsibility. The new initiative saw cameras and digital video recorders (DVRs) turned into fully working units, with the reconditioned devices donated amongst regional police forces,....
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How has the supply chain included in the process driven environmental efficiencies?

All outgoing displays were returned to our main manufacturing facility where we carefully removed the components from display plinths, sorted and re-packed them in readiness for refurbishment by LOREX. The decommissioned home security devices then went through a refurbishment process that involved r....
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The role that installation and fulfilment played in reducing the environmental impact and how changes in practices were employed.

Representing a ‘first’ for the brand, we carefully managed the handling of all out out-going displays – enabling LOREX to give them a new lease of life to the home security device components contained within displays. In total, 60 pallets of reclaimed out-going display components, including TV scree....
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Entry Title	Personalised sprocket Box
Category	7. Consumer Electronics
Company Name	Image Factory
Client Company Name	Hewlett Packard Ltd
Entry Number	07-006
Year Entered	2017

What was included?

80,000 boxes each one being a unique individual design produced using specialist software Mosaic so everyone is unique all displayed within an FSD, which we produced as well and whole promo linked to online social media Zoella blog and TV series X Factor
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Target Environment

Consumer electronics for the young via Currys PC world and John Lewis stores with a strong link to the X factor so young teens can discuss with parents about having the product as a Christmas gift
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Materials

Large format digital print was used so as to produce each of the 80,000 individual boxes printed on a corrugated board with paper liner strong Box but with high quality finish plus unique versioning
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Objectives

To attract a younger consumer via tie in's with the X Factor on TV and Teenage Bloggers such as Zoella. The idea was to offer a complete individual limited edition box containing the product with no package being the same. The packaging product itself was produced on a Large Format HP digital press ....
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How it achieved objectives?

The box formed part of a TV and online Blog campaign. Sales to date show a three fold increase as the same period last time. The cost for each box came in well under £1,housing a product which sold retailed for £129, the fact that the box was unique and was patterned to resemble wrapping paper helpe....
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What features of the entry make it innovative?

HP Mosaic software enabling unique design of all 80,000 Boxes. Workflow software enabling versioning and imposition of 6672 sheets Possibly a World First Large format personalized print run for such a quantity First personalised box printed digitally containing itself a personalise-able small digita....
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Entry Title	Samsung Q-Drive Displays
Category	7. Consumer Electronics
Company Name	Big Group Retail
Client Company Name	Samsung Electronics UK Ltd
Entry Number	07-007
Year Entered	2018

What was included?

The Samsung Q-Drive display units were designed to promote the new washing machine product range. Our entry includes three (3) execution deliverables that would provide both key messages and benefits to shoppers. Our three (3) executions consisted of; Freestanding gen end Freestanding A-sites Freest....
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Target Environment

Our units were launched in to fiercely competitive retail environments to create stand out for Samsung against its competitors to help showcase the main differences and benefits of the new product range. The units were designed to look premium using Samsung corporate colours but providing stand out ....
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Materials

Our materials chosen were in line with both Samsung approved materials and with consideration to the retailer guidelines too. Both premium and cost effective allowing the units to withstand shopper interaction in high footfall areas in store. All materials were approved by Samsung prior to productio....
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Objectives

Primarily Samsung have an ambition to be a clear market leader at the heart of the consumer home giving consumers a reason to buy with flagship products. Our remit was to provide Samsung retail executions that would educate the overall product benefits for this new product and create engagement to l....
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How it achieved objectives?

Describe if it was part of a wider marketing campaign - Our design and installation worked in parallel with through the line marketing providing a consistent message at all touch points. In situations where displays are done for reasons other than sales, document how displays met goals, such as in b....
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Entry Title	Welcome to the Hive Family
Category	7. Consumer Electronics
Company Name	DirectionGroup Limited
Client Company Name	Centrica Hive Limited
Entry Number	07-008
Year Entered	2018

What was included?

The Hive PoS unit can be displayed as a full bay execution or uses as a counter top unit where the monitor is build into the back panel. Both example have been submitted to show flexibility.
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Target Environment

Maplin stores and Harvey Norman (Ireland)
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Materials

Backpanel: 5mm Foamex, digitally printed one side, CNC to shape with 25mm magnetic tape applied to the rear. Backpanel Fittings / Screen Holder: 1.2mm powder coated mild steel, fabricated to shape. Backboard: 5mm White Acrylic CNC to shape with VCL applied, and 3D pushed through orange Acrylic logo ....
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Objectives

DirectionGroup’s task was to create an interactive retail PoS experience for shoppers using Hive's new brand to bring the Hive family of connected products to life through benefit driven real life moments. Hive needed to signal a shift in “accessibility” of connected home products, making them “af....
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How it achieved objectives?

DirectionGroup have been working with Hive, owned by British Gas, since 2013 when they first launched smart heating, allowing people to control their heating and hot water remotely via a smartphone, tablet or laptop. This PoS project was part of a global rebrand and launch campaign called “Let’s g....
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What features of the entry make it innovative?

To maximise the upfront production costs the counter top display unit was designed with a 2 year product road map for new product launches. New product plinths needed to be inexpensive and quick to produce. Easy of installation by store staff also needed to be a consideration . The front touch pad w....
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Entry Title	Yas 107 Soundbar In Dixons
Category	7. Consumer Electronics
Company Name	Arken P-O-P Limited
Client Company Name	Yamaha Music Europe GMBH (UK)
Entry Number	07-009
Year Entered	2018

What was included?

Consumer electronics brand Yamaha’s CTU interactive Soundbar display
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Target Environment

The Yamaha YAS-107 Soundbar display unit can be found in UK stores of consumer electronics retailer PC World and Curry’s.
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Materials

The CTU had a CNC'd and fabricated acrylic chassis which gave the necessary rigidity to withstand the rigours of use in store but looked clean and chic on shelf. Digitally printed graphics to the front gave information about product USPs and a call to action guided the shopper to try the product thr....
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Objectives

In an area of retail that provides shoppers with unparalleled access to product comparison, it is more important than ever to stand out from competitors. Yamaha understood this and wanted to launch a new instore activation to deliver captivating, high-quality interactive demonstrations at the point-....
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How it achieved objectives?

We created a dynamic instore solution for Yamaha designed to present and demonstrate the brand’s new YAS-107 Soundbar product – the brand’s latest entry-level Soundbar, offering an ultra-slim design in a single unit solution. “Astonishingly clear and powerful sound”; that was what formed a key part ....
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