BRINGING A TASTE OF NEW YORK STYLE TO SHOREDITCH, LONDON
(MALIN+GOETZ) POP UP STORE, BOXPARK, SHOREDITCH
BRIEF
(Malin+Goetz) are an established USA Skincare Brand. Within the UK they have stand alone Stores. Index were contacted by the General Manager – UK & Europe, to help them to create a semi-permanent installation with a ‘New York’ feel which reflected the clean, clear lines of the Brand and promoted the product at a new site in Shoreditch.
CHALLENGE
- Create an open, bright retail experience.
- Without the provision of a ‘shop window frontage’, promote the Brand.
SOLUTION
Boxpark has been created using transport containers. With the limited space these provided, particularly with regards to width, creating a sense of openness within the retail space was one of the biggest challenges.
With the clever use of simple, grid style white shelving to create the illusion of space within the store, allowed us to optimise the space in the narrow structure. The clean, bright fixtures, bespoke lighting, illuminated signage and giant graphics at the new Malin + Goetz store at Boxpark Shoreditch allowed the Brand to optimise their presence in this new location.
As all M+G Stores are bespoke we also needed to bring this element to this store. To create visual impact varying box sizes were added to the main display/storage units. By adding bespoke lighting to the container, it provided light throughout the space and prevented dark spots and shadowing. The illuminated Brand logo at the end of the merchandising space draws the eye to the far end of the Container, again giving a sense of space within and assisting people passing to clearly identify the Brand. The simple yet effective signposting allows Customers to easily identify the product ranges.
By locating the Cash and Wrap desk on the opposite side, gave maximum space for product display and merchandising, whilst the addition of a false wall towards the back of the container allowed the creation of a hidden stock room and staff rest area.
The result – a fresh, clean, welcoming store that gives the customer a feeling of space.
Index delivered our Boxpark Pop Up Shop with great efficiency and speed. Working with them was a brilliant experience as their personal service and attention to detail put us at ease, and ensured a high standard delivery. Cannot recommend them highly enough!
Simon Ford – General Manager, Europe – Malin + Goetz