Tag Archives: london

brand upgrade

Following up on my previous post I feel obligated to mention the new Victoria Secret Flagship UK Store on New Bond Street around the corner, which just recently opened up. This strip, which is known for luxury retail, has now been conquered by a “masstige” retailer. Certainly this must be seen as their high-end version to justify this location. The upgrade is done with a chic facade all in black, showcasing theatrical window displays introducing a nightclub/cabaret theme that features the infamous angel models in stage light settings.

To encourage  full accessibility and break down any possible barriers of customer hold back towards expensive looking environments the proven formula of wide open doors leading into a dark mysterious space pumping with music, as seen in their sister brands such as Abercrombie&Fitch or  Hollister,  is also applied here. The customer sees the most glamorous part of the store from the entrance, the fragrance area, boosting crystal glass, mirrors and lots of reflections in the dark.  A grand oversized video wall of beautiful girls literally pulls anyone in, who cannot resist to the sexual undertone of this palace of senses. The cabaret theme carries throughout the store in variations, its darkness allowing to remain unrecognized while giving way to intriguing illusions of perfect beauty and sexual retail fantasies.

Retail theater at its best.

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Victoria Secret London

Victoria Secret london -video wall

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Brand awareness

Not new but still remarkable: Abercrombie has it figured out as people flock to their store in Savile row, London, that has no sign or logo on the exterior. – A proof of powerful brand awareness that plays on the trend awareness of customers, who are made feel special because they are in the know. Thus creating a strong emotional connection with the brand before they even engage with the store.

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Small BIG store

In London’s Boxpark / Shoreditch , an outdoor mall built uniquely from recycled shipping containers, Puma opened a concept store named “twentyone” after the container number they occupy. Using the number as a defining conceptual element the store rotates its product offering in a 21 day interval. A panel at the entrance lists the current 21 special-edition-item menu and a countdown clock lets you know how many days until the renewal will take place.

To accommodate the store within such a small space the designers decided on two smart moves: All product is stored and displayed in one wall along one side of the space that consists of stacked drawers, of which some are opened to display the featured items. Storage and display are united into one element, thus eliminating a large back of house storage area. The opposite side of the space is clad with a mirror wall thus visually doubling the narrow space and the visual displays. Simple moves with big effect!

                    

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