Retail

Inspiring design where the products do the talking

 

UK-based baby accessories brand Vital Baby was looking for a completely new concept for their stand at this year’s Kind und Jugend, Europe’s leading show for the infant and child retail market. We worked to deliver a strategic and visually-dynamic 66 sqm stand aimed at attracting new international distributors and retailers for its extensive product range.

The stand had to communicate a major step forwards for the brand via a clear narrative structure, focus product areas and impactful communications aimed at parents rather than children. We worked collaboratively with our sister agency, Ignition, to create a distinct stand architecture whilst also future-proofing the concept.

We designed not only the stand but all graphic elements. Advising on a simplified approach, product category breakdowns and single examples of display items were created within a well-segmented stand that offered a clear journey and variety of presentation/merchandising methods. Stand-out features included a ‘new innovations hub’, with a playful curved archway entrance and an eye-catching Perspex ceiling section with inset products on strings. A welcome area featured a cut-out section in the shape of a cloud (a brand motif). Custom graphic walls featured key hero products, whilst pendant lighting above the various round and square product plinths, highlighted merchandise and provided a more personal ambience to the space.

Client Philip Doherty, National Sales, Business Development & Account Manager, Vital Baby summed it up: ‘When we looked into new ways to present Vital Baby at Kind +Jugend 2018, we sent our briefs to a few different design and exhibition services companies, as we were unsure what we wanted. We knew we had to build our presence and grow our recognition with some very key retailers and distributors, we just didn’t know how.

Phoenix Wharf where the only company that was able to understand our (very vague) brief and deliver a design concept that was beyond our expectations. In a very short time, they were able to understand our brand, values, products and what we wanted to achieve with our exhibition. We can honestly say that this is the first time that we worked with an agency who were able to ‘get us’ so easily. The quality of the design is fantastic. Working with their sister company Ignition (who built the stand) was also so seamless we were 100% confident that the end result would be amazing. It was. We had a great response from our existing customers, and gave us a great platform to introduce Vital Baby to the world stage which is exactly what we wanted to achieve.’

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