Adam Blennerhassett BY: Adam Blennerhassett

Branding: Creating In-Store Experiences to Engage Customers

Customer experience has fast become a top priority for brands.

Brands who focused heavily on disruption and consumer trends have remained ahead of the curve. While others have fallen behind their evolving, more innovative counterparts.

Our team look back at some of our in-store experiences we have created for our brand partners. From our longstanding partnerships with Levi’s and H&M to new concepts with Olivia Burton.

From the initial concept stage, we look at every aspect of a brand’s identity, from brand perceptions to visual identity, target market and the brand strategy, informing every step of our design process.

Levi’s: sociable dwelling areas

FormRoom continue their longstanding partnership with Levi’s. This time the brand approach our team looking to evolve their interiors, focusing on their female customer and how the Levi’s brand can be a more inviting and inspirational space for her.

For this project, we transformed a derelict warehouse in Fitzrovia into a brand-new wholesale, brand and event space for the Levi’s, Made in Crafted and Levi’s Vintage Clothing lines.

25 % of brand attachment is directly driven by store image

We delved into Levi’s female customer, who she is and how she relates to Levi’s brand identity and lifestyle. From this research, we focused on new ways of presenting the campaign imagery and styling in-store, by taking the core DNA of Levi’s brand and added a fresh, contemporary twist.

In addition to new ways of presenting campaign imagery, key to this female-focused space was inviting, sociable dwelling areas and warming lighting.

We worked with Levi’s own brand items to bring together an inspiration space for a modern Levi’s, ready for the opening press launch.

Olivia Burton: personalisation

Olivia Burton came to FormRoom with a three-week deadline wanting to create a pop-up embossing station that would be used for in-store events to promote the brand’s personalised watch service.

Most importantly to the client was for the customer to really understand the Olivia Burton product aesthetic, which combine vintage inspirations with catwalk trends.

FormRoom created a design that was based on a vintage white dressing table, capturing the essence of the Olivia Burton brand and clearly communicating this to their customer. This refined, sleek design ensured that the spotlight was on the craftsmanship involved with Olivia Burton’s embossing service and the brand’s high-quality materials.

H&M: Sustainable message

H&M came to FormRoom to design a pop-up that would re-activate their Conscious message globally.

It was a huge marketing initiative to communicate to their UK customers the steps H&M were taking to create sustainable fashion alternatives.

Key to the H&M customer understanding these steps was for them to experience the product journey directly and for the design of the pop-up to encourage engagement with the Conscious campaign.

According to the Sensory Retail Design Report 2016, successful retailers recognise that consumers are now more interested in where a product comes from, who is behind it and what is their story.

Consumers are now more interested in where a product comes from, who is behind it and what is their story.

FormRoom took a close look at the Conscious campaign and strategy and created a design that focused on the #CloseTheLoop aspect of the campaign.

The aim was for their customers to be able to find out more through media content and interaction in a gallery/exhibition type of space.

The ‘Closed Loop’ was at the core of the pop-up design, as it was the most personal expression of the Conscious production journey that the H&M customer could experience.

Vinyled onto the floor, the Closed Loop invited customers to follow this path by navigating them throughout an engaging, informative and multi-sensory environment.

Adam Blennerhassett BY: Adam Blennerhassett 16.11.2018

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