VM Spotlight from The British Display Society

COVID: A Catalyst for Change Launching a new creative partnership during a pandemic lockdown was ambitious to say the least, but Tanya Reynolds & Paul Symes are insistent that there is no better time for many brands to make long overdue changes that will ultimately make them stronger, revitalised and more ready for a positive future.

The dynamic behind Reynolds/Symes isn’t to be simply another creative agency, but to conceive fantastic, inventive retail presentations by thinking outside the box; and they are well placed to do this. They clearly understand the fundamental ingredients needed to deliver an exceptional shopping experience, having a wealth of knowledge behind them from working with renowned brands such as Selfridges, Jigsaw, Marks & Spencer and Fortnum & Mason.

Both Paul & Tanya share a similar career path, having starting as ‘junior dressers’ and worked their way up through the ranks to eventually hold senior management and director positions. They firmly believe that starting at the bottom and learning from more experienced colleagues is a great way to begin a career in visual merchandising. ‘You learn the basics through personal tuition, even if you do end up holding the pins and changing the lightbulbs for two years’.

Coincidentally, Paul and Tanya both attended day release classes at ‘The College for the Distributive Trades’, with Paul travelling up to London from Tunbridge Wells (where he worked for the local House of Fraser store) and learned how to cover a panel in felt and create a vaguely interesting panel display from plastic cups and saucers! ‘Our tutors used to call them ’Kitchen Boutique’ displays’ Paul recalls. He adds, ‘I think it’s where my love of interesting grouping started’, ‘Even when I was at Fortnum & Mason I was happiest when sitting crossed legged on the window floor, shoes off, grouping products together’.

Tanya’s route into the industry came via an apprenticeship in fashion buying at Selfridges, ‘The display team looked like they were having much more fun, so I pursued them until they gave in! I loved the intensity of the day-to-day training and the camaraderie of working in a ‘creative family’. Some of the team I still consider close friends today.

Tanya & Paul both agree that strong visual presentation will be a key factor in getting our stores and the retail industry back on its feet