Black – Electrical Store Birmingham

Dixon’s retail launched their new electrical concept store “BLACK” in Birmingham in December.

International Visual were hired to work alongside the in-house design team to design and implement various display sites around the store.

Dixon’s wanted the store to attract a much wider customer audience, with the emphasis on encouraging female shoppers into the store.

With this in mind we focused on introducing visual display techniques usually found in department stores.

A mannequin display was added into the windows to attract the femail customers attraction.

When entering the store you are not greeted by rows and rows of computers but rather by

choice of two seasonally themed areas. For the launch in December these were aptly named

“Objects of Desire” and Driving Home for Christmas”

The “Objects of Desire” Area had a huge crystal chandelier covering its footprint.

Mannequins were added interacting with the technology.

The back wall had a multi faceted mirror panel feature.

The main feature of the “Driving home for Christmas” area was a reconditioned vintage Fiat 500.

Products in this area were presented in themed stories and merchandised as a department store would.

Visual features were added throughout the store to give customers points of interest and information about technology

Contemporary styled furniture was added to encourage customer to stay and play.

The “know How” area has dedicated expert staff on hand to help and inform you.

Visual merchandising techniques have been used in other areas of the store.

Laptop bags were handled as fashion accessories rather just a commodity product.

Click here to be taken to their website


About Phill

Creative Director at International Visual

Posted on February 25, 2011, in IV Client Projects, Stores and tagged , , , , , , . Bookmark the permalink. Leave a comment.

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