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CREATIVE RETAIL AWARDS

Proud Embankment, London, UK 14 October 2021

The Creative Retail Awards recognise and reward excellence in retail. Moving away from the traditional awards ceremony the Creative Retail Awards offer a night full of exuberance. The Awards span a number of disciplines, including store design, Visual Merchandising, inspired technology, Omni-channel innovations, bar and restaurant design, shopfitting and much more. The Awards will be judged by a panel of industry leaders and experts. creativeRawards Open for entries at www.creativeretailawards.com

Virtual Interiors Virtual Event 14-16 September 2021

ISE 2021 Fira de Barcelona 1-4 June 2021

CONNECTIONS

Virtual Interiors will enable us all to source, communicate and interact with the industry in a virtual world during a 3-day event accessible on any platform and device. You can view and engage with product launches, Showroom and factory video presentations, products and services, all never seen before on a global scale.

The exhibitors, visitors and cutting-edge technical innovations are what give ISE its very special atmosphere. It is a place for connecting with key contacts in the industry and for reaching important business decisions. Tthe show has grown in size and stature to become a key date on the tradeshow calendar for anyone working in professional AV.

Creative Design & Connections provides an element of fun and networking as well as one-to-one meetings. The quirky setting of Bounce Old Street, London, will let suppliers and buyers soak up the atmosphere, play some ping-pong and enjoy networking drinks and food after the one-to-one meetings have taken place.

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CREATIVE RETAIL AWARDS NOW OPEN FOR ENTRIES WWW.creativeretailawards.com 6

BOUNCE, LONDON 23 SEPTEMBER 2021

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FOCUS ON WHAT MATTERS MOST SAFETY AND SECURITY START WITH SMART VIDEO

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NEWS

H&M to unveil new look the UK at Festival Place AEW has reached agreement with H&M to renew its lease at Festival Place, Basingstoke continuing a relationship that began in October 2003. The existing store is to be given a complete make-over and will feature an exciting new look-and-feel. H&M Hennes & Mauritz, the Swedish multinational clothing retail company that operates in 74 countries, has shown its confidence in Festival Place by committing to strengthen its presence at North Hampshire’s pre-eminent retail and leisure destination. Toni Galli, Country Manager for H&M UK & IE said “We are extremely excited to be reopening our H&M Basingstoke store in Festival Place with a first of its kind new look-and-feel this summer. Our aim is always to provide our customers with the best shopping experience possible and we are confident that our Basingstoke store will offer exactly this. We cannot wait to share more details with our customers in the near future!” Festival Place, which first opened in October 2002, was acquired by AEW in December 2015 with a vision to transform, modernise and create a vastly improved shopping offer and environment for customers. .

Thérapie Clinic signs for regional debut at Liverpool ONE EGrosvenor has announced the signing of aesthetic medical centre, Thérapie Clinic, at Liverpool ONE, marking the North West debut for the brand. Occupying a 1,052 sq ft space on South John Street, Thérapie Clinic will enhance Liverpool ONE’s offering with its state-of-the-art cosmetic services. The medical clinic, set to safely open once Covid-19 restrictions are lifted, will offer Liverpool ONE’s visitors its renowned medical-grade laser hair removal, antiwrinkle injections, dermal fillers, advanced body and skin treatments, as well as dental straightening solutions Alison Clegg, Managing Director, Asset Management, Grosvenor Britain & Ireland commented: “We have built a very strong beauty offering at Liverpool ONE, and the signing of Thérapie Clinic not only endorses Liverpool ONE’s position as a leading destination for this sector, but also reaffirms our position as the choice for international brands entering the North West. We are set to hit the ground running once lockdown restrictions are lifted, and very glad to have Thérapie as part of our tenant community to do so.”.

NEWS

No Chaos rolls into Covent Garden for central London The Mercers’ Company has today announced that independent skate shop, No Chaos, has selected Neal Street, Covent Garden, for its central London flagship store. Located at 3 Neal Street, the latest central London flagship for No Chaos will span 2,044 sq ft and joins the brand’s other locations in Westfield White City and Bournemouth. Utilising the ground floor as No Chaos’ retail space, the basement will be home to an experiential and interactive concept created by Scum, the cult brand created by young English artist, Jordan Cardy. The brand is due to open its flagship later this Spring. A half-pipe skate ramp will run through the basement, alongside a coffee bar and mini-arcade; the space will be available to book online via the Scum app to ensure a safe and Covid-19 secure system for consumers. Created for skaters, by skaters, No Chaos Covent Garden will offer the brand’s full range of apparel, skateboards, and accessories, alongside stocking a wide selection of popular skate brands including HUF, Rip N Dip and Santa Cruz.

experimental retail concept ‘Situ Live’ will launch at Westfield London in spring Frasers Group plc has unveiled plans to open a 60,000sq ft Sports Direct flagship in Birmingham city centre, as part of an initiative that will see key strategic flagship stores open around the UK. The next-generation store will open on New Street, in the heart of the city, and will house Sports Direct, USC, Evans Cycles and GAME, as well as a Belong e-sports arena. Michael Murray, Head of Elevation for Frasers Group, said: “This new location in Birmingham demonstrates our confidence in our elevation strategy and commitment to opening premium retail destinations across the UK. This will be our most advanced store to date offering our multiple sporting and lifestyle brands alongside specialised services and leisure facilities. As we continue to grow throughout the UK, our ethos and commitment remains the same; we offer customers the very best brands and an unrivalled product choice.” Set to open in 2021, the store will feature the brand’s new premium design across four floors.

NEWS

Creative Design & Display Connections launched The organisers behind the Creative Retail Awards have launched the inaugural Creative Design & Display Connections (CDDC) meet the buyer event. To be held in September 2021 at Bounce Old Street in London, the event consists of 14 pre-matched one-to-one meetings between buyers and suppliers over the course of the day. With Supplier

entry from just £1,750 + VAT, the event could provide the highest ever ROI for companies at this difficult trading period. Approved delegates receive free entry plus two complimentary tickets to the world renowned Creative Retail Awards taking place in June 2021. Visit www.cddconnections.com

Global cosmetics company Morphe makes Welsh debut at St David’s The St David’s Partnership, owners of St David’s in Cardiff, one of the UK’s premier retail and leisure destinations, has announced the regional debut for global cosmetics company Morphe. The 6,820 sq ft space, located next to international tech giant Apple, will be the brand’s first store in Wales. Morphe is the go-to beauty destination for discerning make up professionals, beauty bloggers, and influencers alike, with the brand itself boasting over 10.8 million Instagram followers.

Creative Retail Awards postpone ceremony until 14th OCTOBER 2021. Due to the ongoing COVID-19 pandemic, and for the safety and enjoyment of all participants, the organisers have decided to postpone the upcoming Creative Retail Awards ceremony until 14th October 2021. The Creative Retail Awards are truly unique in their blend of celebration, networking and entertainment. Following government guidelines there is significant doubt that large scale indoor events will be able to operate in June, even with social distancing observed. Since their inception, the Creative

Retail Awards have always been an experience led occasion with their characteristic twist on conventional Award ceremonies, and the organisers strongly feel if they are unable to provide the highest quality event it will do a disservice to all entrants, their projects and those attending. With a truly worldwide audience, the Awards attract attendees from all over EMEA and North America who wish to celebrate the industry’s achievements which would not be possible in the current environment.

STAY CONNECTED GET THE LATEST RETAIL NEWS AT WWW.retail-focus.co.uk

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Kesslers International has announced its acquisition of globally recognised mannequin brand, Proportion London. The Proportion London brand was acquired by award-winning London-based retail expert Kesslers International in 2020, bringing the production of fibreglass and papier-mâché mannequins, bust forms and display accessories into their extensive manufacturing facility in East London. Founded in 1893, Kesslers has a flair for adapting to the needs of a changing market and hasn’t stopped growing since, finding new areas to apply its expertise to deliver unique displays, pop-ups and in-store experiences to brands, globally. The acquisition of the Proportion London brand provides an opportunity for further development that will support the company in its ambitions to increase its foothold in the visual merchandising sphere. Proportion London are leading UK mannequin producers with an extensive history dating back to 1867. The team continue to practice the original artisanal techniques and craftmanship using a library of original shape moulds and early archive material. The brand has a proud international portfolio that spans respected retailers, high-end brands and world-class museums such as Alexander McQueen, John Lewis and the Victoria & Albert Museum. When Proportion London went into administration, the senior team at Kesslers felt that they simply couldn’t let a brand with such quality and heritage eave the marketplace and were able to acquire the brand name and moulds. As part of the strategy to grow and develop he product offer, Kesslers are passionate about retaining the Proportion ethos, with a London location, bespoke manufacturing and high-quality products being the cornerstones. Proportion has built up a well-respected reputation and legacy

in the visual merchandising sphere, which both teams hope to compliment and continue. Despite the acquisition, Kesslers have been able to keep the essence of Proportion and were able to secure the talents of a number of employees, creating ten new positions at Kesslers in the process. Their talent and expertise in producing world-class pieces are incomparable, with many of the team being with Proportion London for over 15 years. The focus is now on Proportion’s future within the Kesslers stable. The benefit of the recently launched new website means that the latest developments and projects an be seen again and an ecommerce platform has been added for the mannequin hire ranges. The full range of available hire products are now available directly through the site on a weekly rental basis, an example of just one update the Kesslers acquisition has led to. Looking ahead to product development, designer Stefan Parsons is leading the design team working on updating the collections and adding brand-new ranges that represent the current retail trends. Stefan comments: “We are remaining true to the heritage whilst exploring new materials and suppliers to create more sustainable mannequins in the future. We

Insight

Photo and wigs courtesy of Peluca Studio

are also using new techniques including 3D sculpting and printing to speed up the development process”. Proportion ambition is to update its product offering whilst maintaining the artisanal production techniques, ensuring the industry leading quality and service remains unparalleled. The expansion underscores Kesslers’ intent to grow in the areas that strengthen its offering and specialism to retailers and brands. Proportion London offers an exciting opportunity to introduce Kesslers to a new range of fashion brands to develop its relationships and long-lasting synergies. Daniel Astarita, Sales & Marketing Director at Kesslers International added: “We are lucky to have acquired a brand with so much heritage, bringing with it a strong brand image, reputation and high-quality standards. I am sure that Proportion London will bring an exciting chapter to the Kesslers story as well as continuing Proportion’s own legacy. Augmenting the services that we provide will ensure we continue to develop and strengthen both Kesslers and Proportion London’s position in the marketplace”.

www.proportionlondon.com

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Sounding out specialist finishes By Rob Fletcher

As retailers continue to seek out new ways of helping consumers feel at ease when shopping, Rob Fletcher takes a closer look at the latest acoustic technology in finishing and surfaces to see how this can improve the retail experience.

The platform demystifies often poorly explained science of acoustic application and elevates its importance in the overall design of a building or retail space Rooms can look just as impressive with the warmth and comfort of an absorbent material structure that transforms a living space profoundly In commercial settings such as retail, reducing downtime for renovation work is key

Retailers will be all too familiar with the challenge posed by outside noise. While for some this can be the constant flow of people in shopping centres, others may have to content with vehicle traffic and even the elements on high streets and busy roads. After you have explored the usual routes such as double-glazed windows and even wall insulation, where do you go from there? Recent advancements within the surfaces and finishing sector could offer new options to retailers of all kinds. But what sort of technologies does this include? Retail Focus has reached out to Quiet Mark, the commercial trading arm of the UK’s Noise Abatement Society charity, to find out more about the latest products on offer to the market and the core benefits these offer to retailers.

Quiet Mark launched the Acoustics Academy just before the UK entered into a Covid-19 lockdown in March 2020

FEATURE

The Armourcoat Acoustic Plaster System is suitable for use in a range of environments, including retail settings such as shopping centres

Demystifying the science In February 2020, Quiet Mark developed and launched the Acoustics Academy, a new online platform to further equip homeowners, self-builders, architects, designers, house-builders, specifiers, consultants, developers and trade-buyers with third-party, verified acoustics solutions for building applications. Poppy Szkiler, who co-founded Quiet Mark with her mother Gloria Connell OBE in 2011, set out the core benefits of this platform to retailers: “By creating the first definitive industry-champion online guide for the very best approved solutions to unwanted noise across the building sector, Quiet Mark aims to boost best practice for acoustic design solutions to transform buildings and design of outside living spaces. “With science-made-simple commentary, important installation insights, vital specification know-how bespoke to each building sector product range, plus Quiet Mark approves products in both consumer and commercial technology sectors.

“The platform demystifies often poorly explained science of acoustic application and elevates its importance in the overall design of a building or retail space.” In order to verify products, Quiet Mark performs due diligence assessments of declared technical test data and tests products in its purpose built lab in London. The organisation also conducts field visits, and compares like-for-like products, collecting data from a consumer/trade champion perspective to offer the best guidance to customers, certifying the solutions that meet its criteria with its logo. But what are the core benefits of these products to retailers? Szkiler said: “Sound and acoustic design of retail spaces now has a new important timely role to play, a space designed with sensitivity to acoustic balances with sonic intelligence can transform retail experience to provide great comfort, wellbeing and welcome.”

Karndean Designflooring’s Korlok range includes a number of products, including the Baltic Washed Oak option seen here

Comfortable and welcoming

Focus on wellbeing

Looking at some of the developers Quiet Mark works with, Szkiler said one of the partnerships of interest to the retail sector is with Armourcoat, a manufacturer and specialist contractor of decorative surface finishes. Armourcoat began working with Quiet Mark in 2019, with its Armourcoat Acoustic Plaster System being the first solution of its kind to be recognised by the organisation. Designed to optimise the acoustics of interior spaces, the Armourcoat Acoustic Plaster System offers a clean flat and smooth mineral surface that can be applied over large expanses to both flat and curved surfaces, offering sound absorption. The system comprises of a special mineral wool composite panel that is bonded onto the substrate and finished with a seamless layer of the Armourcoat Acoustic plaster, allowing for sound to be absorbed and attenuated. As a further benefit to users, the system is available in a wide range colours and a number of custom features. “Armourcoat Acoustic is suitable for use in both commercial and residential interior projects including major transport hubs, restaurants, bars and nightclubs, cinemas and theatres, shopping centres and retail units, leisure facilities such as swimming pools and gymnasiums, open plan office environments, corridors and walkways, toilet and washroom lobbies, music rooms, open plan entrance halls and living spaces,” Armourcoat said. Szkiler from Quiet Mark picked up on this flexibility and outlined how the use of Armourcoat Acoustic can help specifically in retail environments. She said: “You can have a stunning design but it might feel awful and very uncomfortable to live or work in daily when sound waves are bouncing around off hard surfaces. “With sensitivity for the long-term benefits of using an acoustic plaster, rooms can look just as impressive with the warmth and comfort of an absorbent material structure which transforms a living space profoundly.”

Another business to have received the Quiet Mark stamp of approval is Karndean Designflooring, a manufacturer of luxury vinyl flooring. Available in a choice of gluedown, loose lay and rigid core formats, Karndean flooring products have a hard wearing surface that is quiet underfoot. Karndean secured Quiet Mark accreditation for its Korlok range, which features a rigid core construction and pre-attached acoustic foam backing. The acoustic qualities of the product provide effective sound reduction with no need for a separate underlay, reducing ambient noise by 21dB. Fleur Carson, commercial sales director at Karndean, said: “With today’s focus on wellbeing, specifiers are increasingly looking for materials that can enhance a natural design and protect the indoor environment by improving air quality and reducing noise levels. “Our Korlok range offers all the benefits of Karndean flooring, including an authentic look and texture of natural materials, a hard wearing finish and a waterproof, hygienic surface. “In addition, Korlok’s pre-attached acoustic layer creates a quiet and peaceful environment. The rigid core structure reduces the need for extensive preparation of the subfloor while its simple click-locking mechanism means that a beautiful new floor can be installed in no time at all.” Karndean Designflooring was one of the first luxury vinyl tile manufacturers to introduce the rigid core format in the UK, a product that Carson explained offers specifiers a realistic look of natural materials, as well as the flexibility to cope with uneven subfloors and also acoustic benefits. “In commercial settings such as retail, reducing downtime for renovation work is key,” Carson said. “This is why so many designers are choosing Korlok because its sophisticated locking mechanism offers a high quality flooring option that is quick and easy to install. “We are so confident that our Korlok range will stand up to the demands of a busy retail setting that we offer a 15 year commercial guarantee.” Szkiler from Quiet Mark also spoke about the benefits of Karndean’s solutions: “Like all brands that have achieved Quiet Mark certified status for their products, Kardean passed Quiet Mark’s technical acoustic performance assessments in its specialist luxury vinyl tile flooring products category. This means they provide an excellent solution to help reduce noise reverberation in home and commercial specific design applications. Though retail settings may have been quieter than usual in 2020, when shops are able to reopen later in the year, there will inevitably be a rush of consumers keen to return to physical shopping, as opposed to browsing the web at home. Ahead of this rush, putting in place new measures to help customers feel at ease inside retail environments could help make their experience more enjoyable and relaxed than ever before in our “new normal” world.

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Photo Credit: SLVHCS ‘Project Legacy’, New Orleans, USA © Sean Airhart/NBBJ

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FEATURE

Slow and considered design Our enforced time of pause and reflection has sparked a reawakening for many people and it’s having a profound influence on how we shop and the brands we’re sharing our allegiances with.

There’s no doubt that the global pandemic has fundamentally changed our outlook and is leading us to shop very differently. In many ways, you could describe this as a move towards essentialism as we all find ourselves asking ‘what do we really need?’ The ‘less is more’ philosophy made famous by Mies van der Rohe feels strangely apt for today as so many of us are developing a new found appreciation for quality over quantity. After years of fast fashion, we now wish to simplify and slow down, taking time to pause and appreciate a product of quality. We’re now drawn to thoughtful design and looking at craftsmanship and detail. We’re also taking the long-view, making choices based on our own personal taste rather than being influenced by a passing trend or fad. It’s now ‘in with the old’, and if it’s new it must be enduring. This is fundamentally altering how we’re choosing to style our homes and the clothing we’re opting for with each new season. This change in consumer sentiment is sparking a significant move towards slow and considered design that is the very opposite of the ‘throwaway’ culture of old. As we embrace this ‘shift to slow’ a growing number of companies are not only adjusting the type of products they offer, but also reappraising and changing the way they design and produce them too.

FEATURE

Here The Future Collective take a look at 5 inspirational ways that brands and retailers are adapting to this push towards slow, considered design:

“At NASON, we design what we like to call ‘forever garments’ future-proofed, authentically British clothing with a conscience, released via a pre-order model. We want to slow fashion down and limit its environmental impact.” Mel Nason, Founder, NASON As a growing number of fashion brands are repositioning for the long-term, naturally they are also considering how the overall retail experience and levels of customer service must evolve to suit this very different mindset. Following in the footsteps of the retail concept named Unsubscribed that American Eagle Outfitters recently unveiled in New York’s East Hampton, we’re likely to see many more retail experiences emerge that are purposefully designed to slow the pace down; encouraging people to take their time and helping them to make carefully considered choices.

02 CRAFTSMANSHIP AND DETAIL 01 SLOW SHOPPING One of the most fundamental and far-reaching impacts of the pandemic lies in the fashion industry. The fast-fashion trends that have dominated the industry for decades are turning to a slowfashion agenda as we head towards a more sustainable future. A growing number of brands, particularly in the luxury sector, are aligning with a slow fashion approach by upending the traditional fashion calendar and reducing collections. One early adopter to announce their new directive was Gucci. The Italian brand intends to go seasonless and reduce the number of fashion shows it holds each year from five to two. In addition, the brand has launched Gucci Circular Lines, which aims to use regenerated materials that are recycled and sustainable

“The fashion industry has got bloated and ridiculous – too many clothes being produced and being constantly discounted” Sir Paul Smith, The Daily Telegraph Although this change was sparked by the global pandemic, consumer sentiment, especially among younger generations, suggests that this shift to slow is here to stay. As a growing number of us adopt spending habits and values that embrace antiexcess principles and conscious consumption there is a shared understanding and belief that slower fashion will lead to less waste, which in turn will lead to less pollution. The Slow Fashion movement promises to be the opposite of the fast fashion trend by delivering sustainably procured and produced clothing to mindful consumers. Instead of never-ending sale offerings due to rapidly changing trends, slow fashion items are designed to be sustainable, functional, durable and stylish. The notion of creating pieces that have timeless, seasonless appeal is gathering pace, with clothing brands like ASKET leading the way. Offering what they describe as a ‘permanent collection of wardrobe essentials’ – ‘We’ve disregarded seasonal collections, putting all our focus into perfecting only the essentials – the garments we need, love and use the most.’ We’re seeing a return to the creation of bespoke, made-to-order collections – reviving an approach that up until the 1940s was the norm. Not only as a way of elevating the level of craftsmanship, but as a way of naturally reducing unnecessary waste. We predict a growing number of brands will adopt this approach in the future, with fashion labels such as NASON leading the way.

Hand-in-hand with the ethos of slow shopping and the creation of thoughtful and enduring design is the renewed appreciation of craftsmanship and detail. 2021 marks the dawn of a new era where artisan skills are valued and cherished. Crafts have long been part of the British landscape and craftsmanship, detail and the story behind the creation of the design are growing in importance as people of all ages share a growing appreciation of quality and materiality. This perspective is particularly true of Gen Z – a generation who are reprioritising what they value.

“More than 25 million handcrafted objects were sold in the UK in 2019, with seven out of ten adults buying something solid, beautiful, unique and timeless” Crafts Council, May 2020 A stunning example of this return to craftsmanship can be found in a recent product launch borne out of a long-standing partnership between Bentley x Naim Audio. The British high-end manufacturer that is responsible for the systems that go into Bentley’s beautifully appointed automobiles recently created ‘The Focal Radiance’ headphones and a Bentley special edition Mu-so, emulating the rarefied privacy and comfort enjoyed in a Bentley cabin. Taking the Bentley experience out of the cars was a welcome exploration for Naim Audio and many parallels can be drawn from the design and styling of the Bentley car. The lasercut diamond pattern on both Mu-so and the headphones is also a direct nod to Bentley interior design.

“Every element is designed to delight and built to last. We aim to be the polar opposite of the ‘throwaway society’.” Simon Matthews, Group Director of Design, Naim Audio

FEATURE

04 ENLIGHTENED EXPERIENCES

03 ARTFUL INTERIORS For everyone, everywhere in the world, life at home has transformed since the pandemic began. Documenting what they describe as “the big home reboot” IKEA’s latest report suggests that 2020 was a year like no other, having a huge impact on many areas of life, including on our relationship with home. Against the turbulence of the outside world, their report notes that 78% of us globally agree that home was our sanctuary during the pandemic restrictions. Confined within our four walls all across the world, many of us have come to a realisation: we want something different from our lives at home. With new priorities emerging everywhere, and at the same time, the way we will live in the future looks dramatically different. There is an overwhelming sense that this is only the beginning. In the future, we can expect heavy scrutiny and investment in the ways our homes are created. In a world that seems increasingly chaotic, one place we can retain some level of control is within our homes.

“Home has become a place to raise your spirits and to take time to appreciate art and design pieces.” Elle Decoration, November 2020 With home truly at the heart of our lives, research suggests that our approach to decorating and furnishing our homes is changing. In a study they commissioned to analyse the impact of the lockdown on peoples decorating habits, Graham & Brown found that 94% of those who redecorated their homes during this unique period think it was good for their mental health and wellbeing. Welcoming the positive effects of change, it seems that we’re beginning to make bolder and braver choices, and truly embracing colour, pattern and print.

“It’s a fantastic time, we can finally be artists rather than slaves to tiny details. There is an almost insatiable hunger for the new and more unique” Maryanne Cartwright, Design Manager, Graham & Brown Graham & Brown have also witnessed a rise in sales of their wallpapers along with noting 49% more searches for wallpaper rather than paint online. The artisan skills they use to create their artworks clearly set the brand apart. Artworks are lovingly hand-drawn or hand-painted in their studio by a team of multi-talented surface pattern artists. These artworks can take several days to create, and every creation is carefully archived so it can be drawn upon as inspiration in the future. Completed artworks are then digitised and separated into layers that allow for recolours based on extensive trend forecasting by their stylists, before moving to the proofing stage.

Even before the pandemic took hold, we had begun to note an evolution towards a new breed of slow and considered brand experiences. Rather than focusing on the creation of ‘instagram-ready’ spaces, perfectly designed to fit neatly within a little square on our social media feed, we had begun to note the emergence of more enlightened and introspective brand experiences designed to purposefully slow the pace down. Encouraging people to switch off from digital distractions and enjoy the experience in the here-and-now. From a designers’ perspective, this approach opens up a whole host of new ideas as they focus on evoking an emotional connection and telling brand stories by engaging all of the senses. At The Future Collective, it’s our belief that the dramatic changes we have seen recently will further support the transition towards slower and more fulfilling types of brand experiences. Exploring how physical and digital experiences can enhance rather than compete with each other.

05 GOOD DESIGN FOR BETTER In many ways this move towards slow and considered design feels reminiscent of Dieter Rams’ infamous manifesto about the 10 principles of ‘Good design’. It’s strange to see how we’re able to draw such clear parallels today to a theory that was developed over 50 years ago. Perhaps what we’re witnessing today isn’t so much a new way of thinking as a realisation of what we’ve known to be true all along?

DESIGN AS A FORCE FOR CHANGE The tremendous challenges of the climate emergency, coupled with severe economic strain triggered by the global pandemic, are marking the launch of a new era in design. On a global scale, our perception of the value and potential of design has completely altered. When the lockdown began in March 2020 we saw how design innovation could help and protect us in the most fundamental ways, and the speed of this innovation was incredible. Looking back in history, it’s perhaps no coincidence that many of the previous design movements were sparked by events of significant adversity. For example, the Bauhaus movement was borne out of war and driven to build a better world emerging from the debris of WW2. Today the ‘New Abnormal’ world we find ourselves in is sparking fundamental and significant change.

A NEW WAY OF THINKING & DESIGNING When we design with the long-view in mind, a whole host of new and more complex considerations come into play. Slow design calls for a different approach to research, ideation and creation that is altogether more thoughtful; combining Design Thinking and Futures Thinking, with an understanding of the real needs of people at the very core. Perhaps one of the greatest challenges we face is how to build the levels of care and consideration into products, services and experiences that people can afford. The investment shouldn’t be beyond reach and must be accessible to all.

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PROJECTS

DIOR

NEW YORK

Dior has announced the opening of its new pop-up boutique in the heart of Manhattan’s SoHo neighbourhood in New York City. Located at 109 Greene Street, the store is dedicated to the Dior Chez Moi collection designed by Maria Grazia Chiuri and celebrating the art of living at home in style. It marks the first in a series of exclusive pop-ups and pop-ins to open worldwide. Dior Chez Moi, the House’s first capsule collection dedicated entirely to loungewear, blends refinement and ease in timeless pieces to be worn both at home and outdoors. For this new line, Pietro Ruffo – the Roman artist and close friend of Dior’s Creative Director for women’s collections – redesigned his emblematic zodiac motifs, a tribute to Monsieur Dior’s superstitious nature, as a world map linking heaven and earth, continents and constellations, flora and fauna. This ephemeral space embodies the modern spirit of SoHo, while at the same time reflecting Dior’s heritage of timeless elegance, luxury, and innovation.

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PROJECTS

Pantaloons Mumbai

Indian fashion retailer Pantaloons has worked with London-based creative agency Dalziel & Pow to develop an exciting new retail concept. Launched in 2020 across a number of locations including Mumbai, Bangalore, Lucknow and Delhi, the new shopping experience inspires customers to have fun with their style every day. Already well loved in India, Pantaloons is known for its quality and value. Repositioning themselves with the purpose of being a “progressive style partner” at the forefront of trends. Dalziel & Pow designed the store experience to reflect the brand’s new attitude and to give Pantaloons a unique and ownable voice, creating a fashion-forward space while remaining welcoming and inclusive with localised touches. Every aspect of the customer journey has been addressed, adding life to the entire experience and filling the store with moments to discover. >>>

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Designed to be a flexible canvas, the stores deliver a constant sense of newness by acting as a stage for the latest trends. VM plays an important role in the new concept, updating customers on ‘what’s hot’ as well as offering inspiration on what to wear for special occasions as well as everyday. Communications have a playful and positive tone of voice, in keeping with the brand’s upbeat energy. A vibrant digital shopfront wrap provides a ‘wow’ moment for arriving customers. The digital wrap can be constantly updated, creating a reactive shopfront that showcases ever-changing content including new product launches. The screens also allow Pantaloons to add a local layer to its stores by communicating relevant messaging such as local festival celebrations. Store layouts create a guided customer journey within and between departments, which have been transformed into distinct destinations. A bold approach to colours and materials is used throughout the space, creating a vibrant, contemporary environment that stands out from competitors. Fractured ceilings sit over some departments while large translucent discs create unique focal points in others. Playful touches have been considered throughout. In the fitting rooms, enhanced with colours and lighting, customers can step onto a sensor pad to light-up a mirror in the middle of the space, turning trying-on clothes into a fun and shareable moment. In the Kids department, a hot air balloon display draws customers in to explore. The new Cosmetics and Lifestyle departments are also highlighted within the new shopping experience. The Cosmetics department houses branded products, all framed within Pantaloons’ new look and feel, while the Lifestyle department features products for the home arranged by category alongside inspirational VM.

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PROJECTS

LE SILPO BOIARKA

Founded in 1998, Silpo is one of the biggest national supermarket chains in Ukraine. Silpo is one of the few large grocery retailers in the world that creates unique concepts for each of its stores. As of today, there are nearly 70 themed designer supermarkets and four Le Silpo gourmet stores, each one with its special design concept. Located in Boiarka the new store is inspired by animalfree circus arts. The Façade is decorated with vintage circus figures, walls are covered with images of circus acts and explores the artforms flamboyant history: equilibrists jump around and a hot air balloon floats under the ceiling. By the entrance, there is a dynamic installation inspired by Globe of Steel, featuring a Silpo’s electric delivery scooter. “It is so fascinating to look at the history of our society through the history of the circus because it is about the strongest emotions: laughter, excitement, and amusement. The things that

amuse us and make us smile are a marker of our maturity. We are very happy that Ukraine along with the majority of progressive countries is moving away from the use of circus animals, as cruelty cannot bring joy. Brought to the forefront instead is the hard work behind every magnificent image or a spectacular show, endless honing of the skills, and devotion. These are the things that are always exciting in any area of activity,” said Kateryna Oguryaeva, Marketing Director at Silpo. Silpo creates this theme-park atmosphere for its employees as well, designing the staff rooms in the same way as the trading areas. The chain’s individually designed stores include Purrkitty, Jamaica, World of Mavka, after a well-known Ukrainian literary character—nymph Mavka, and many others.

The new Silpo also features a FEEL__trd coffee shop, which serves coffee roasted on the spot.

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E x p l o r a

S P E C T R U M

With endless design possibilities and uniform colour changing covering the entire colour range, Explora Halo Spectrum by Hacel delivers powerful performance. Allowing engaging and imaginative concepts to be created, the elegant LED pendant is available in Midi (1236 Ø ) and Micro (1077 Ø) sizes bringing lighting to life. Hacels range of innovative LED luminaires can incorporate the latest Bluetooth Low Energy control platforms, offering intelligent, revolutionary wireless lighting control.

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@retailfocus

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PROJECTS

McDONALD’S LUNA CONCEPT

UXUS have announced the details of Luna, a new interior concept for McDonald’s designed to bring people together in a welcoming, playful and shareable environment. The hospitality and retail design agency have developed a unique design language for McDonald’s inspired by the circle as a symbol of inclusivity, unity and togetherness. Initially developed for the Chinese market, the Luna concept will now be rolled out globally. The hospitality experience developed by UXUS breaks expectations of traditional décor by incorporating new circular and semi-circular seating typologies symbolising inclusivity and connectivity, which allow people to come together in the round. Stools and free-seating encourage diners to shape their own experience, while layers of partitions and inviting ‘full-moon’ windows create transparency throughout the space, revealing the communal environment and connecting adjacent groups of diners.

PROJECTS

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PROJECTS

George Gottl, Chief Creative Officer and Co-Founder of UXUS, commented: “Connecting is more important today than ever before. We continuously share moments of our lives with friends and family and search to connect with the world around us in meaningful ways. Luna embodies a sense of connectivity and togetherness, without compromising efficiency, durability or cost-effectiveness. The way the concept brings these together with new interior architecture, graphic elements and materiality using iconic circular shapes is a refreshed, contemporary expression of the brand that still feels very much grounded in McDonald’s familiar and much-loved brand language.” A new approach to materiality, colour and texture amplifies a sense of discovery. Wooden finishes, textured vinyl upholstery, perforated steel and concretelook laminate create an immersive environment that engages the senses. In addition, lighting incorporating curved shapes and circles as well as illuminated surfaces and down-lit walls create depth and a warm, welcoming environment. The interior also features a playful take on McDonald’s iconic Golden Arches, with arch-inspired stools, bold graphics and lighting which reimagine iconic branded elements in surprising and unexpected ways. Stephen Douglas, Senior Director, Global Development at McDonald’s commented: “We continually have our customers top of mind when we design spaces for them to come together to dine. Enjoying a meal with friends, family or colleagues is perhaps the most social of events and creating environments that can make that experience easy, convenient, safe and rewarding is what we constantly strive to achieve. Luna, as developed with UXUS, ticks those boxes and it is a concept we are starting to scale around the world. And when dine-in restrictions resulting from COVID become increasingly eased, we look forward to welcoming even more guests back to our dining areas to enjoy the McDonald’s experience and for some, the delights of Luna.”

PROJECTS

A BETTER MISTAKE MILAN

For their first physical store, A Better Mistake collaborated with Will McGrath to conceptualise and design the “Milan Experience” – a pop-up store that defies all retail rules. Visitors are invited to step inside the “heart of ABM”; a billowing and immersive balloon installation by Penique Productions, wrapping around the multiple, newly-built archways and tunnels that divide the space. Discovery and exploration are key factors of the concept store, resulting in unique experiences for each visitor.

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By opening a space for the public to visit, A Better Mistake offered insight into their luxury collection of garments that are Made in Italy, present their artistic collabs and campaign shots within the hidden exhibition space and introduce their Augmented Reality ABM Cyborgs that greet visitors at the door.

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PROJECTS

Thinking smarter

to make the most of diminishing physical footprints

Chris Carter, CEO of digital commerce agency smp

More than a fifth of all the shops on London’s Oxford Street were boarded up even before the news came that ASOS is taking former Arcadia brands – including Topshop and Miss Selfridge – online only. This was another body blow to the UK’s physical retail sector that was already reeling from the departure of Debenhams, Burtons and others the week prior. These losses might feel like nails in a multistory coffin for the high street, but while the bricks and mortar experience will undoubtedly need to change, this doesn’t signal an ending. Rather, we need to stop our fascination with retail being environment-oriented. Instead of fixating on a physical retail or an ecommerce site, we should shift our thinking to recognise that retail is an ecosystem of complementary touchpoints that drive purchase decisions. The art is maximising the role and relevance of each. As we’re acutely aware, the shift to a digital-first landscape has been accelerated by necessity and this is also reflected in evolving shopper behaviours. Our own tracker study found that 81% of consumers will stick to new online habits they picked up during the pandemic. Physical retailers can still sit within this ecosystem though. By connecting traditional in-store and digital touchpoints in a complementary way, brands can ensure they’re consistently relevant to shoppers’ needs. This enhances the consumer experience and, ultimately, drives sales.

PROJECTS

First, understand the value in digital commerce While commentators most generally talk specifically about how e-commerce has grown, this is a limited read. What is more exciting is the acceleration of digital commerce, the combination of digital marketing and e-commerce to create shoppable marketing touchpoints. New technology developments have transformed DTC (direct-toconsumer) channels, notably social, from being mere awareness drivers to purchase ones. The livestream boom now comes complete with shoppable widgets, and platforms like Pinterest have expanded its AR beauty offering with global brands like MAC. While pulled shutters on the high street could have spelt doom for many brands, those that have embraced digital benefit from a breadth of shoppable moments. Convenience is a key consideration because many of us never let our smartphones out of our sight! Greater efficiencies between discovery and purchase – often one-click – across digital touchpoints is changing how consumers of all ages approach shopping. Making more moments shoppable benefits brands too given there are fewer opportunities for competitors to cut through, a clear advantage on overcrowded shelf space in physical retail environments.

Putting collaboration ahead of competition This doesn’t mean brands should give up on the high street retailers, but they can reappraise how they approach those relationships. Rather than making eye-watering investments for prime spots in-store, brands should instead consider the opportunities inherent in campaign-led partnerships. Collaborating in contextually appropriate environments offers inspiration and cuts out the usual pain-points in product searches. The John Lewis Smart Home department offered an immersive vision of what a real connected home can look like. In this ecosystem, brands were positioned side-by-side to actually complement each other, the retailer was able to show off its own furniture, lighting and textiles alongside third party smart speakers, heating and lightbulb brands.

Physical and digital are not exclusive While the convenience and efficiencies of digital commerce certainly offer some major advantages, traditional retail still has a key differentiator in sensory-led, tactile experiences. As yet, these cannot be replicated remotely even with the most advanced AR, VR and haptic technologies – and these are also very far from being a mass market concern. This should be the guiding principle for those big players considering their bricks and mortar strategies for a world that’s embraced all that digital has to offer. They’d be wise to reposition the flagship stores as tech-led experiential hubs to offer consumers something unique they cannot get through the normal digital channels. ‘Sensory’ is a loaded term of course, but it applies equally to the Apple Store as it did to the make-up counters in Debenhams. In fact, it’s the more involved products that require a handson demonstration that are best suited to experiential hubs. Invariably consumers will seek out advice from online reviewers and similar beforehand, but it’s the first-hand ‘try before you buy’ demonstrations that will drive conversions for high-value items. The success of the shopping malls of the late twentieth century reminds us that humans are above all else social creatures. Although times have moved on, this still applies and transforming old-fashioned aisles into immersive experience-led playgrounds will underline the value in physical spaces for the twenty-first century. But there’s no denying that digital commerce will become the standard, and stores will evolve into brand showrooms that are one touchpoint of a seamless omnichannel journey. As such, retailers should ensure that the experience in each stage of a journey, be it digital or physical, is familiar and complementary. Traditional stock rooms can be repurposed into experienceled sales floor space and while orders can be placed at POS or

via the users smart-device, they should expect the same home delivery set-up. Outside of supermarkets and convenience stores, the very concept of popping to the shops to pick up something in particular should – rightly – go the way of the dinosaur. Rather than maintaining constant stock on premise – which is both expensive and often impractical, especially as more cities bring in low emission zones, physical retail should leverage the best of ecommerce fulfilment; dispatching orders from regional distribution hubs. Keeping returning shoppers engaged will mean a regular rotation of products, themed in line with integrated marketing campaigns. Retailers should call on data to guide the focus and product-set for each. Much like Amazon’s 4-Star store, showroom’s can then focus on those items that consumers love, and buy. To align with digital capabilities, in-store product specifications could also be presented in the same format as ecommerce Product Detail Pages – made accessible through the customer’s mobile. All of this is entirely achievable and highly pragmatic. We all know the high-street isn’t going back to how it looked before the pandemic. As we’ve seen, there are good reasons it shouldn’t. The only way traditional retailers can compete and remain relevant is to combine the unique attributes of a physical location with customer insight to offer something that will capture their imagination to bring back footfall and drive brand loyalty. As digital commerce channels seek to differentiate through new customer-centric functionality built around efficiencies of cost and experience, traditional retail needs to find its own unique selling point. The waves of administrations for household name bricks and mortar brands last year highlight that retailers can no longer afford to sit outside of digital experiences. The question is, how can they reconfigure those physical channels to create a meaningful role in tomorrow’s purchase journeys?

How to support staff with cancer Did you know that an estimated one in three people with cancer in the UK are of working age? Research by Macmillan Cancer Support found that 87% of people who are working at diagnosis say it’s important to them to keep doing so.1 The effect of cancer and its treatment on someone’s ability to work can vary widely. Some people keep working, and others may need time off or may need to leave work completely. The impact of cancer After treatment, many people recover well and can go back to their normal working life. But having the illness and recovering from it can have a big physical and emotional impact. Employers need to consider how they can support people to return to work and support them over time. You may not think of cancer as a long-term condition, but some treatments leave people with long-term side effects. For example, they may experience fatigue for months and sometimes years. After breast surgery, they may have pain in their arm. They may need to use the toilet more often if they’ve had bladder or bowel cancer treatment.

Keep the conversation going Macmillan found that one in ten people with cancer employed when diagnosed felt the need to cover up cancer symptoms, like fatigue and sickness, at work.2 So it’s important for line managers to keep talking to employees to make sure they are getting the support they need and know that it’s ok to ask for it. Legal obligations Cancer is classed as a disability under the Equality Act 2010 and the Disability Discrimination Act 1995. That means employers are required to make reasonable adjustments to make it easier for someone with cancer to work. Support for employers Macmillan at Work offers workplace training, guidance and resources to help managers and HR professionals feel confident and equipped to support employees affected by cancer. Find out more about how our expertise can help you. Sign up at macmillan.org.uk/atwork Email us at workandcancer@macmillan.org.uk Or call us on 020 7840 4725

1, 2 YouGov Plc. Total sample size was 1,507 respondents who were in work when diagnosed with cancer. Fieldwork was undertaken between 29/06/2018 – 22/07/2018. The survey was carried out online. Macmillan Cancer Support, registered charity in England and Wales (261017), Scotland (SC039907) and the Isle of Man (604). Also operating in Northern Ireland. Printed on sustainable materials. Please recycle. MAC15903_10.19

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products

FLOORING IDS The LiViT LVT flooring range from IDS combines a high performance specification, design and competitive price point. The range offers seven oak plank designs of 178mm x 1244mm and three rigid tile designs of 303mm x 607mm. Both are easy to install thanks to patented I4F click technology, are slip resistant, easy to clean and are compatible with water piped underfloor heating. LiViT offers a 5-year warranty for light commercial use and is available for 24-48 hour delivery from all IDS branches nationwide. T. +44 (0)8457 298 298 E: info@idsurfaces.co.uk www.idsurfaces.co.uk

IDS The characterful look of reclaimed flooring can be easily created with the popular Brada designs, part of the Malmo™ Senses Multi-Width luxury vinyl tile collection. Malmo™ Senses features the latest registered and embossed technology where the printed design is in line with the surface texture, enabling the material to perfectly mirror the look and feel of real wood. The Brada multi-width designs are part of the 12-strong Malmo™ Senses LVT range available for 24-48 hour delivery from all IDS branches nationwide. T. +44 (0)8457 298 298 E: info@idsurfaces.co.uk www.idsurfaces.co.uk

BOLON With our new and improved sound insulation layer, our design flooring is becoming an even better acoustic choice for premises such as retail, hotels, offices and public spaces. The innovative improvement of the flooring’s sound insulating performance can be found in the design. An insulation felt layer has been added to reduce noise and sound impact up to 21-22 dB, making Bolon market leading in woven design flooring with this feature.

T. +44 844 561 0918 E:sales@flooring-concepts.co.uk www.bolon.com

PRODUCTS

SELECTION Troldtekt Danish manufactured Troldtekt panels are commonly specified throughout the UK and Europe to improve the interior acoustic environment. Troldtekt® line forms nine acoustic solutions that make up the “design solutions” range which combines the best ideals of form and function. Founded on the Cradle to Cradle design concept, 100% Troldtekt’s natural wood wool panels are manufactured in a new state-of-the-art production facility. With a variety of different surfaces and colours, they can be supplied in the FSC® 100% category (FSC®C115450) contributing to a building’s BREEAM, DGNB and LEED rating. In addition to their high sound absorption and tactile surface, the panels offer high durability and low cost life cycle performance, as well as inherent sustainability. They are also a natural, breathable material which can absorb and release moisture, which is why they have been awarded an Allergy Friendly Product Award by Allergy UK.

T. +44 (0)1978 664255 W. www.troldtekt.co.uk

Armourcoat Decorative specialists Armourcoat have provided the finishing touches to The Soak, a new bar and restaurant next to London’s Victoria Station with an all-day menu that is built around signature soaked flavours through fermenting, pickling, brining and steeping techniques. Armourcoat’s Koncrete polished plaster finish is used to great effect on the bar front with recessed logo. Koncrete is an urban range of polished plaster colours and finishes designed for contemporary projects. The range offers a wealth of design options to achieve a distinctive modern look including distressed effects or recessed ‘shutter’ markings. Outside the building, Armourcoat PPX has been used to repeat the restaurant logo design. PPX is a low maintenance, durable external limestone render system that can create stunning honed and textured stone like finishes for both new build and renovation projects.

T. +44 (0) 1732 460668 E. sales@armourcoat.co.uk. www.armourcoat.com Twitter: @armourcoat

Products

Flooring + Surfaces FAAC Entrance Solutions Following the completion of the EUR 100 million acquisition by the Italian multinational FAAC Group earlier this year, 7 European divisions of Assa Abloy Entrance Systems and Agta Record (also part of the ASSA ABLOY Group) are now being rebranded as FAAC Entrance Solutions. As part of the EU Commission approved purchase, FAAC Entrance Solutions UK Limited will be the sole supplier of all ASSA ABLOY branded automatic pedestrian door products in the United Kingdom, including swing, slide and revolving door systems and operators. The UK division (Auto Pedestrian Doors Limited Registration No. 1256207), based in Sunbury-On-Thames – has now been rebranded as FAAC Entrance Solutions UK Limited. The transaction doesn’t represent any operational changes to management, staffing, services, or product offering. The legal entities registration number remains unchanged. The new identity roll out will start on 30th of November and will be completed in 2021. www.assaabloyentrance.co.uk/en/products/automaticdoors/

PowrPOD PowrPods are unique charging stations, delivering increased footfall for businesses such as salons, restaurants, or retail outlets. Not only do they solve a perennial problem for consumers, low battery anxiety, but the PowrApp app also directs consumers to their nearest local charging station, and can promote vendor special offers. This is a key way to drive more consumers into businesses. Sponsored pods are currently in place at various locations in the UK, including universities, where the pods have proved a huge success with sponsored brands and students. Lauren Jade Adams, Founder of PowrPod, said that: “Everyone is suffering now due to the dire economic consequences of the pandemic. Our charging solutions provide an essential service for people on the go and helps increase footfall into businesses in a safe and controlled manner and generating a much-needed new revenue stream for the vendor.” Each PowrPod is a custom-made, high-tech table that is supplied with a range of comfortable seating, super-fast

Qi wireless charging pads and charging cables, a touchfree hand sanitiser dispenser and an 18.5” LED digital advertising screen. The Bar Call app is a digital ordering system that is based on consumer input and feedback. E: info@powrpod.co.uk www.powrpod.co.uk Twitter: PowrUpClub

Q&a:

Warren Richmond, CEO and Founder, Situ Live

Warren Richmonds’ career has always focused on the importance of storytelling and the desire to deliver the best possible customer experiences. In his current role as CEO and Founder of Situ Live, Warren Richmond talks to Retail Focus about the new concept, collaborations and what’s on the cards for 2021.

Tell us a little about yourself and your history leading up to the launch of Situ Live. I have been working in retail in one form or another for most of my career, driven by a desire to deliver the best possible customer experiences. It was actually during my first job, live demonstrations of printers and scanners, where I came to understand the power of storytelling. By placing the customers as the protagonist in the story and conveying how a product can enrich their life, I was able to hold their attention and create lasting impressions. I wanted to harness this power of emotional connections to help brands stand out in a competitive market, so 20 years ago I established a leading technology field marketing agency, Retail Marketing Group. During this time, I had the pleasure of working with world-class companies such as LG, PlayStation and Adobe. A few years ago, I took another leap and founded Situ Live, an immersive physical and digital shopper destination.

How long have you been planning to launch and what inspired Situ Live? During my time setting up and growing brand agencies, I saw first-hand the problems lifestyle and technology brands have showcasing innovation products through traditional retail and e-commerce. There are so many trailblazing products out there that need better airtime and cannot be truly demonstrated online. I was also frustrated with the multitude of barriers that start-ups face when getting their products in front of traditional retailers. So, I formed Situ Live to disrupt the market and provide an economical way for brands to present the true value of their products and services. Meanwhile, consumers have told us they want to browse and be inspired on the high street, and then purchase online. Situ Live allows exactly that, with our digital platform making it easy to compare and purchase products at their own pace. It seamlessly brings together the sensory experience of physical venues with the convenience of digital sales.

Q&A

Has the pandemic changed your thought process on opening a physical space? More than anything the pandemic has solidified my belief in the importance of space for interaction and social connection. Humans crave novelty and experiences, they want a chance to escape their screens and try something new. This idea was reinforced by the fact that in between lockdowns, footfall rose significantly in shopping centres and on the high street. As a venue we’re set up to manage social distancing, as each home-style theatre is designed to carefully guide the footfall flow and density. This layout means visitors can go on a journey of discovery whilst feeling safe.

The first Situ Live location is at Westfield London launching later this year. Can you tell us what visitors can expect? Situ Live is changing how people discover, experience and choose lifestyle products forever. Our aim is to be the destination for unique, new-to-market innovation products. Endless rows of boxes on shelves are boring. To really capture the hearts and minds of shoppers we need to provide a space for them to understand how the products work and how they may fit into their lives. This product education ultimately provides a tool for them to make better purchase decisions and really fall in love with a brand.

What types of brands can we expect to see at Situ Live? Ultimately brands at Situ Live must be progressive, innovative and exist to change people’s lives. It’s no longer about mindless consumerism, it’s about buying products you need to help you live a better life – that could be as simple as saving you time or having more fun. There are three different types of brands that partner with us. We have our Anchor brands which are premium, established brands who are looking to connect with a new audience. Showcase brands who are wanting to make to move from functional retailing to emotional retailing. Then our Discovery brands which have new-to-market, ground-breaking products or services. The brands which benefit the most from joining us at Situ Live, will be those whose product value cannot be fully demonstrated online. Think VR headsets, sound systems, flat-screen TVs, and sofas.

How can each brand adapt to the space? Through our onboarding process we work closely with brands to understand their pain points and their objectives. We identify the best stories and techniques to display the true value of the products. Situ Live is arranged by lifestyle category, which means that complimentary products are services are placed next to each other. This enables shoppers to visualise what a product may look like in their lives and see how they may integrate. Brands don’t need to adapt to our space as such as we allow total flexibility. If a brand wants to swap out a product or a range, then they can do so. We don’t create the rules, we create the opportunity for brands to shine and visitors to discover.

In an omnichannel world how important is the physical aspect of retail? Over the pandemic, we have seen an unsustainable rise in online product returns. I strongly believe physical retail is the only way consumers can ensure they are making the right purchase decision. To buy the best oven, I truly think you need to taste the food it produces. To pick premium speakers, you need to listen to the music. To select a coffee machine, taste the coffee. The list goes on. What many people forget is that a physical store is the best marketing channel you can have. They have a huge part to play in influencing consumer awareness and consideration, and ultimately building brand loyalty and revenue.

What’s next for Situ Live? We’re really excited to open up our first venue in Westfield London this summer. We will be launching with Facebook, Lutron, Fitbit, Maserati and many more world-class brands. From there we plan to learn and grow, opening additional venues across the UK. So, we are always on the lookout for progressive brands to join us on our journey.

www.situlive.com

a night like no other

CELEBRATING - NETWORKING - WINNING

The Creative Retail Awards recognise and reward excellence in retail. Moving away from the traditional awards ceremony the Creative Retail Awards oﬀer a night full of exuberance. The Awards span a number of disciplines, including store design, Visual Merchandising, inspired technology, Omni-channel innovations, bar and restaurant design, shopﬁtting and much more.

VIEW THE CATEGORIES AND SUBMIT your entries at

www.creativeretailawards.com 14 OCTOBER 2021 - proud embankment - london