In our ever-expanding portfolio of commercial projects we have been given the extremely interesting first retail project of a shop in the high end retail sex industry! A national chain of shops that have been established for over 20 years are making the move with the times to the more ‘50 shades of grey’, liberal and more accepting open youthful market.
The shops when we visited highlighted the market of the past with the feel of a somewhat tired old blockbuster theme, and the brief became to fight for the new ever growing sexy/liberal market, but from a more specialist angle than that of Ann summers and Victoria’s Secret, with also greater emphasis on the female in a world of increasing female empowerment. So that excited somewhat liberatingly naughty empowering feel that a female entering the more mainstream stores will just be somewhat supercharged and heightened. Then upon entering the customers will be hit with more quality and expertise in every respect where many of the products are concerned rather than some of the gimmickier lower quality products above and beyond the lingerie in the other stores.
Again, this was an existing client who we impressed with our design in the domestic market and has entrusted us with something commercial. For us this transition to doing more commercial projects within the portfolio has been natural, easy, enjoyable, fascinating and with a constant urge to design new and exciting things totally appropriate.
The first store we were given was Chester on a relatively modest budget to test the concept of our beliefs and design. Now two months on from the refurb and the shop has literally doubled its turn over and the local direct competition has been competed out marketed, as sexy mixed with quality and experience really starts to deliver.
We delivered our design again through mainly consultancy design and simply instructing the clients existing workman and where necessary helping find specialist installers and procure specialist design products.
The process was very enjoyable and a complete success and as a result we are now embarking on a new flagship store in Warrington where we are building from the shell upwards with all fit out completely new and to the new ethos and concept.
Indeed, like other commercial design projects we have been undertaking we have seen our design move further than ever before and through the marketing message, whether that be logos, windows etc.