Mark Mashiter, Managing Director of Soyang Europe – sponsors of the Retail Instore category:
We are delighted to support this category because it is a market in which we sell a lot of textiles indirectly through our customers. It is one of the most visible and effective uses of textile graphics that most of us see in daily life throughout much of the retail sector.
We support our customers by making sure we hold substantial stocks that are ideally suited for their demanding applications. These textile media are a practical, versatile and cost-effective alternative to more traditional print platforms, like dye sublimation, UV and latex printing.
Soyang Europe supports retailers by providing them with new and innovative materials that make life easier in terms of transport and installation. Our textile graphics media are engineered to be crease-free so the retail sector can fit it themselves using their visual merchandising teams.
Soyang materials are produced to OEKO-TEX standard, and we also hold the Global Recycling Standard for producing textiles made from recycled yarns. Soyang are also a carbon-neutral company and has also been very influential in working with Reconomy to bring recycling solutions to our customers.
We wish all these great projects the best of luck.
Kolorcraft: Waitrose Summer Food Festival
The Waitrose Summer Food Festival was inspired by all the best tastes around the world, from the humblest streets to the most vibrant spice markets. Waitrose wanted their Summer Food Festival to bring culture, colour, diversity, joy, and celebration to all their channels to create an interactive experience, making it feel as if you are moving around stalls or destinations to see and taste the food and be a part of the festival experience.
Kolorcraft sent over a first visual presentation with ideas replicating a vibrant, colourful street market with display stands in the shape of Tuk-Tuks and a canopy roof imitating the repurposed shipping containers that feature in the street market scene.
One of the key marketing goals was to increase sales with the target segment shopping more food and drink products during the Summer Period. This was achieved by producing displays that were disruptive, creating real interest with an interactive experience for customers, increasing footfall in those stores and generating an uplift in sales on the targeted product ranges by 40.
Another aim was to highlight value for money through great seasonal offers and competitive price points across key summer ranges. This was achieved with the inclusion of an interchangeable bird’s beak graphic to sit under the canopy to highlight summer deals that really stood out and reinforced the value message.
Sustainability was high on the agenda, and using materials that were environmentally friendly was an absolute must whilst supporting a premium look and feel. All the materials used were recyclable and included corrugated, honeycomb and display boards.
The final execution was joyful and vibrant and brought the stores to life by creating a unique interactive experience for customers. It recreated the feel of a street market, and not only did it look stunning, but it achieved all the goals of the brief, loved by customers, store colleagues and the wider team. The designs meant its execution was just as effective in large and smaller store footprints, taking nothing from the overall look and feel.
Mauveworx: Krispy Kreme Choc-Full-of-Love Valentine's Day FSDU
The Waitrose Summer Food Festival was inspired by all the best tastes around the world, from the humblest streets to the most vibrant spice markets. Waitrose wanted their Summer Food Festival to bring culture, colour, diversity, joy, and celebration to all their channels to create an interactive experience, making it feel as if you are moving around stalls or destinations to see and taste the food and be a part of the festival Experience.
Kolorcraft sent over a first visual presentation with ideas replicating a vibrant, colourful street market with display stands in the shape of Tuk-Tuks and a canopy roof imitating the repurposed shipping containers that feature in the street market scene. One of the key marketing goals was to increase sales with the target segment shopping more food and drink products during the Summer Period.
This was achieved by producing displays that were disruptive, creating real interest with an interactive experience for customers, increasing footfall in those stores and generating an uplift in sales on the targeted product ranges by 40 Another aim was to highlight value for money through great seasonal offers and competitive price points across key summer ranges. This was achieved with the inclusion of an interchangeable bird’s beak graphic to sit under the canopy to highlight summer deals that really stood out and reinforced the value message.
Sustainability was high on the agenda, and using materials that were environmentally friendly was an absolute must whilst supporting a premium look and feel. All the materials used were recyclable and included corrugated, honeycomb and display boards.
The final execution was joyful and vibrant and brought the stores to life by creating a unique interactive experience for customers. It recreated the feel of a street market, and not only did it look stunning, but it achieved all the goals of the brief, loved by customers, store colleagues and the wider team. The designs meant its execution was just as effective in large and smaller store footprints, taking nothing from the overall look and feel.
Wild Visual Communications: H&M - Oxford Circus
H&M asked Wild VC to take the ground floor of their iconic Oxford Circus (London) location and give it a new lease of life for the next 3 years before the whole store receives a full renovation. Wanting to reflect its local area, they were looking for a solution that would reflect classic British architecture and style while remaining relevant. The other ambition was to improve the space so that it appealed to women between 25-40 rather than the previous market of 16-25 that the floor had focused on previously.
With only 6 weeks to develop the concept, manufacture, and install it, the team worked quickly to present a creative direction and 3D models, which were used to guide production. They creatively enhanced the space by adding zoning that would allow collections to stand out and be updated individually or across the whole space.
Taking inspiration from the brief, they added setwork panelling to walls and pillars, as well as custom furniture, upholstery, and chandeliers to create a sense of luxury. Meanwhile, sustainability was kept in focus by reusing as much as possible. This included up-cycling older units in the till area by wrapping them with PVC-free conformable vinyls, creating a marble-effect wall using PVC-free vinyl, creating custom mannequin plinths that effectively wrapped existing fittings, spraying existing fittings rather than replacing them, and adding real planting throughout the environment.
In addition to the timescales, another key challenge of the works was that no areas of the store could be closed during the work. This meant Wild VC had to complete everything in night shifts, carefully planning and phasing every element so that after every shift, the store would be fully usable without impacting the customer experience.
The end result was a stunning space that has seen an increase in spending from their target customers, but more importantly, provides a real surprise moment for visitors.
Service Graphics: Lacoste - Netflix X Stranger Things
Lacoste was establishing its new flagship store on Regent Street, London. The objective was to create an exceptional retail experience that captured the essence of the Lacoste brand while attracting and engaging customers with something unique.
The Service Graphics team was entrusted with the complete retail fitout, including material recommendations, floor graphics, branded graphics, arcade game hire, illuminated signage, project management, and installation. Additionally, Lacoste collaborated with Netflix to feature a special display highlighting their partnership with the popular series “Stranger Things.”
Incorporating the Lacoste-Netflix collaboration into the retail fit-out required careful planning and design execution to create a visually captivating and memorable display aligned with both brands.
Balancing the unique elements of the Lacoste-Netflix collaboration with the overall Lacoste brand identity was crucial to maintaining brand consistency and coherence throughout the flagship store.
