issue 07: autumn westfield 2011 stratford city...

Issue 07: Westfield Stratford CityReview

7Autumn 2011

Westfield Stratford is the biggest showcase of retail design in the UK for many, many years, outshining White City by some distance due to the

added hype of the 2012 Olympics. Brands in the UK have taken their chance to showcase to a global audience just how powerful they are, and incoming brands will use this as a springboard for potential further development in the UK. We will see retailers from all over the world visit Stratford in its first year to gauge the strength and depth of UK retail in what is billed as the biggest urban shopping centre in Europe. We have clients from Chile, Canada, Europe, South Africa and the US already planning their research trips. We have created ten new stores at Stratford, for clients in all sectors of the market. From Primark and Jessops to Next, John Lewis and Timberland, each one has

Westfield Stratford City Review In September Westfield launched its latest mall, in London, adjacent to the Olympic Park. David Dalziel considers the implications of this vast development and the opportunities it offers to brands local and global alike.

Dalziel and Pow Team David Wright Eleanor Edwards Karen Dalziel Akiko Shishido Steve Watson Robin Gillard

Copy David Dalziel Eleanor Edwards

Photography Andy Townsend

Published by Dalziel and Pow5-8 Hardwick Street London EC1R 4RG+44 (0)20 7837 7117 www.dalziel-pow.com

exceptionally strong concepts that will redefine the retail landscape of East London

Hello Welcome to issue seven of our company updates. The spotlight this time is on our new store concepts that launched last month in Westfield Stratford City. This 1.9 million sqft East London development is the ultimate opportunity for brands to communicate their latest retail thinking… If you haven’t been along to check it out already, be sure to do so soon!

Visit our website for a digital version of this mailer: www.dalziel-pow.com

a unique personality that has enhanced the customer experience in its own way. These new and updated concepts can be seen in this, the seventh issue of our regular newsletter. Retail designers have not missed the importance of the venue, responding with some exceptionally strong concepts that will redefine the retail landscape of East London. Visiting the site now you can see that the offer, from the largest department store to the smallest food kiosk, is a benchmark for our industry. A retail designer’s reputation will not be made or broken here, but it will be under scrutiny. What remains to be seen is whether that design input can repay the money invested in it. Another raft of latecomers has emerged since the centre opened, enthused and reassured by what they have seen. Look out for more Dalziel and Pow concepts to be launched before Christmas.

John Lewis John Lewis has introduced a number of new initiatives at Stratford, including the official launch of their new consumer electronics department – showcasing their authority here with improved service, presentation, range and promotional opportunities. The concept creates a very fresh and crisp presentation of brands and range, giving the area real contemporary appeal, whilst fitting very comfortably into the John Lewis framework. Tabletop presentation dominates the floor, and dense, efficient wall presentation showcases the accessories and add-ons so valuable in this sector.

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Timberland Our new global retail concept for Timberland has launched in Westfield and brings the brand to life in an environment that inspires and equips the customer in a viscerally engaging and re-imagined way. The space is lined with a box within a box, to give the visitor a feeling of being inside looking out – an illusion created with the use of a New Hampshire landscape viewed through apertures in a timber shell, a reflection of Timberland’s heritage. Merchandising, in-store communications, POS, product packaging and in-store music are all part of the brief and will be seen in future stores worldwide.

Issue 07: Autumn 2011

Quality in the value sector has never been so evident than it is in Stratford, nor than in this latest implementation of the Primark retail identity. The store makes a dramatic impression on the mall, with a dark architectural wrap of grey tile defining the extent of the shopfront. Large format screens set within the windows use digital content to interact with passing shoppers and reinforce the value and fashionability of the Primark offer. A neutral palette of finishes sits as a backdrop to an evolved suite of sub-brands and allows maximum expression for departments, collections and campaigns.

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Natwest In 2009 we were appointed by Natwest to create a concept for the future of their retail banking. We created a customer focused design, with a zonal approach to enable the customer to decide how they transact, at their own pace. Implementing this scheme into Westfield Stratford was different than for the average high street branch; alongside so many fashion brands, a new level of experimentation was called for. Working with Natwest, we developed a modular version of the scheme and introduced new features, for example the open ceiling and lightboxes for communications, many elements of which have been absorbed into the current scheme, and will be seen in future openings.

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Barratts are continuing to roll out our concept, as launched in 2008.

During 2010-11, 25 Jessops stores were refurbished with our new concept, delivering an uplift of over 20% on pre-refurbishment sales.

An ELC concession sits within its sister store, Mothercare, and features our concept from earlier in the year.

The imagery we create for Jones can be found across the brand, in shop windows, POS and online.

Energy efficient: 100% LED illumination technology in the Stratford store – a first for Superdrug.

We created a bespoke illustrated map of London for Primark Stratford, which will now be customised for Primark stores across the UK and Europe.

Touchscreens in-store provide the opportunity to interact with the Timberland brand in more of a two-way dialogue.

Introducing queueless banking. A digital system ensures the Natwest customer sees the right person from the start... no more standing around.

As well as our electronics concept, John Lewis also features the latest application of our women’s fashion scheme, first launched in Cardiff.

Next are official sponsors of the 2012 Olympics and will also be supplying athletes with clothing and homewares throughout the games.


Superdrug The new scheme we created for Superdrug launched in London at the start of the year and has been rolling out ever since. While it retains the required authority in pharmacy, health and personal care, it was designed to reflect trends used by high-fashion multiples, rather than the direct competition. Existing department names were rationalised and the store was segmented into new product zones, with more fashion-led, editorial-style communications. This concept holds its own in Stratford City, alongside some of the strongest fashion brands in the world.

Jones BootmakerOur latest concept for Jones Bootmaker first launched in Milton Keynes in 2009. A big success, the scheme has been implemented across the chain over the last eighteen months, developing gradually into the store format you see at Stratford City today. Jones Stratford is a confident statement for the brand, and our new Autumn / Winter campaign, which we previewed in our last mailer, launches here.

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Sitting in the kids’ section of the mall, the new Mothercare is a development of the concept we launched in Brent Cross earlier this year. Approaching the store the new softer colour palette is first apparent in the updated brand identity, and this continues inside, with neutral tones and oak giving a domestic feel, and a fresh highlight of colour adding a contemporary edge. We also developed a more approachable language for graphic communications, seen at high level in the 3D lettering and complemented by a series of framed brand imagery.

Mothercare

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NextFor the last four years Next have been building their brand through investment in design and advertising, creating and refining their identity in-store with new and improved stores from Bluewater, to Meadowhall, to White City… and more recently Eldon Square in Newcastle. Stratford is the latest in this development and represents the latest thinking for mall stores. The store design has been in constant evolution throughout that time, tackling the weakest elements and responding to new product launches, to ensure the package is as strong as it can be at any time.


Jessops Jessops Stratford takes our ‘Centre of Excellence’ concept that launched in Birmingham earlier in the year and makes it work on a new, more compact scale. Distinguishing individual brand stories within the space was fundamental in the original flagship concept, and this has been retained for the smaller format – proving an essential feature in the scheme at any scale. The high ceilings here are dramatic and provide the opportunity for high-level lifestyle imagery, which we have developed for the brand, as part of our ongoing programme of communications promoting Jessops’ expertise through seasonal campaigns.

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Orsay: new conceptWe have been appointed to work with Orsay, a leading German women’s fashion retailer, which has over 600 stores across Germany, Russia and Eastern Europe. The new concept will be trialled in Autumn 2011, with plans to roll it out across the existing estate and new stores.

Another concept for JLP We’re very excited about the upcoming opening of our new kids concept for John Lewis, which is due to launch later this month in the Oxford Street store. Photos to follow very soon.

Next up for ‘Best New Store’Next Eldon Square has been shortlisted for the Best New Store category in this year’s Drapers Awards. The ceremony will be held on 16th November. Congratulations to the team who worked on this project and good luck on the night!

Dickies: new stores in ChinaInitially a brand positioning and store evaluation exercise, our brief from Dickies progressed into designing a new brand environment, which has now opened on the prestigious East Nanjing Road in Shanghai.

Latest campaign for FitrianiTo complement the ‘Sugar Crystals’ couture collection, our S/S 2012 concept for Fitriani was based around afternoon tea. We shot stills with photographer Robert Wyatt and filmed a movie with Spicer and Moore. The campaign launches in February next year.

In the diary... For the third year running now, D&P Director Keith Ware will be on the judging panel for the VM&RD Retail Design Awards. This is India’s only award for visual merchandising and store design and the competition will be held between 16th-18th February 2012 in New Delhi.

Next Home & GardenIn August Next launched a definitive fashion, home and garden pilot store in Shoreham, UK. This new concept is a new fascia for Next, where the existing core market of fashion and home are supplemented with a new DIY and garden offer.

What we’ve been up to

What have we been doing since our last mailer? Here’s a round-up of new project wins, developments with existing clients, company events and the general D&P lowdown.

Forum Bank, Ukraine The latest in our collaboration with NCR Design Centre is for Forum Bank in Ukraine. We have developed a total branch concept, including graphic direction and the development of a brand pattern with well-known local fashion and textile designer, Anna Karavay. Following a trial, the concept is now being rolled out across the branch network.

Store Twenty One Store Twenty One has been enhancing their menswear offer over the last few months, bringing in new ranges and introducing footwear. To mark this we’ve created a powerful new A/W campaign, featuring supermodel Will Chalker – online and in stores now.

News from Mumbai Things are getting busy in our India office and we’ve recently won a number of new projects. One is to develop a new concept for formal menswear offer Allen Solly, part of Madura Fashion and Lifestyle Group, including the identity, packaging, in-store communications and interiors. The concept is due for trial by the end of 2011.

New work with Magasin Having previously worked with leading Danish department store Magasin du Nord in 2008, we have been reappointed to work on a number of new design initiatives. We are at the initial stages of a vision for womenswear and a new accessories and footwear department in the Kongens Nytorv store, Central Copenhagen, and the work will start to become live in early 2012.

Award-winning designNext Home Cambridge recently won Best Edge-of-Town Interior at the Retail Interiors Awards 2011. The ceremony was held at the Hilton, London and a good time was had by all... Congratulations to everybody involved!

Prototyping in South AfricaThe South African group Mr Price consists of three retail chains, offering apparel, sport and home products. We were appointed in late 2010 to design new concepts for all three; the first prototype stores will be opening in November.

Chic 2012This will be the fourth year we attend Chic, the international clothing and accessories fair held in Beijing. Our Shanghai team will be manning a stand at the event next March... more details on our website nearer the time.

Get the picture! Our globe-trotting continues. Over the last couple of months we’ve visited clients in Australia, Canada, Saudi Arabia and Bahrain, amongst other destinations... Combine this with quite a range of summer holiday destinations between us and that’s a fair few new research images for our library – now just shy of 150,000 photos!

New Swedish clientIn 2010 we were approached by leading Swedish fashion business, Lindex, to help reaffirm its brand position and enable it to grow more confidently across existing and emerging markets. We created a new store design, graphic communications, and packaging for a prototype store, which opened in Uddevalla early in the year and is followed by the newly opened Oslo flagship.

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For more information please contact:

London

David Wright - Group Marketing Director [email protected]

Dalziel and Pow Design Consultants 5-8 Hardwick Street London EC1R 4RG United Kingdom +44 (0)20 7837 7117

Mumbai

Glyn Phillips - Regional Director, India [email protected]

Dalziel and Pow Design Consultants Level 2, 101 Kalpataru Synergy Building (opposite Grand Hyatt) Santacruz East Mumbai 400 055 India +91 22 3953 7373

Shanghai

Stephen Cowles - Managing Director, China [email protected]

Dalziel and Pow Design Consultants 2nd Floor, 58 Taicang Road Xintiandi Shanghai 200021 PR China +86 21 6103 6800

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