DDi - April/May 2013 - (Page 120)
120 | Right Light
Prescription
for style
Superdrug in Wimbledon,
U.K., is fashion-inspired,
with products lit to show
their true colors
By Vilma Barr
|
April/May 2013
Photos: Andrew Townsend
T
he typical drugstore is home to a bevy of
beauty products, sometimes displayed in a
dizzying array of endless aisles. So, when
London-based Superdrug Stores Plc decided to
totally renovate its Wimbledon, U.K., branch,
the company wanted to dig deeper into how consumers shop for beauty.
Felicity Pogson, associate director of interiors
for London-based Dalziel and Pow, worked with
Steve Jebson, Superdrug’s commercial director, to
define the new concept for the 3,800-sq.-ft. space.
“Superdrug undertook a study to observe how
people shop for beauty,” Pogson says. “Their objective is to make this store look and feel different [than] the average Superdrug store. What they
don’t want is to tout selling pricey skin creams or
adopting a ‘white coat’ beauty approach. It is all
about offering accessible, everyday beauty in a
fashion-inspired setting that will inspire customers
to try something different.”
Located in the Wimbledon Center Court Shopping Center in southwest London, the new concept Superdrug store offers an in-store experience
that not only looks different from any of the other
900 Superdrug stores in Britain and Ireland, but
also feels different.
“This represented the basis for the development of a new stylish layout that would stimulate
sales of make-up, skincare, fragrance, hair and
men’s essentials, along with expanded food and
health sections,” Pogson explains.
Recessed lighting fixtures throughout contribute to the quality environment. For the selling
floor, all ceiling fixtures from Reggiani Mosaico
are flush mounted, an integral element of the
store’s sleek, contemporary image. Lamps are
ceramic metal halide, 35-watt or 70-watt, with
interchangeable optics (IOS), rated at 3,000°K,
used individually or in pairs.
“They carry a 90 CRI (color rendering index),
so customers can get an accurate rendition of a
product’s color and also judge how samples that
they try will blend with their own skin tone,”
Pogson says. Overall, footcandle reading averages
112 on the displays and in the aisles.
In the front of the store, contemporary-style
graphics are applied to clear or dark-tinted
panels. The cash desk is simplified, with a sleek
silhouette and less product display, and is backed
by a wall formed of pink mini-tiles gradated from a
solid pattern at the ceiling line to a scattered effect
picked up below the Superdrug logo, punctuated
with a quartet of front-facing circular fixtures.
At the pharmacy cashwrap area, leaf green
is used as a background color to contrast with
the white enclosure and countertop. A trio of
pendant-hung white fixtures from Habitat Burton
brings down the scale to create a more relaxed
atmosphere between pharmacist and customer.
Each pendant is fitted with a 15-watt compact
fluorescent globe lamp.
Superdrug introduced the new concept store at
10 additional locations following the successful
Wimbledon debut. A little lighting improvement
goes a long way.
To email this article, visit www.ddionline.com/magazine.
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Table of Contents for the Digital Edition of DDi - April/May 2013
DDi - April/May 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Design Snapshot
Markopoulos Award
Tazo Tea
Tiffany & Co.
Experience Makers
Piperlime
Mattel Experience
CookHouse
Aéropostale
Paris Kids Department
Technology & Customer Engagement Section
Technology Trends
Big Data Column
In-Store Technology
Product Spotlight
Design Leaders 2013
Right Light
GlobalShop Coverage
Special Events
Conference Schedule
Chicago Retail
Exhibitor Products
Calendar
Advertisers
Classifieds
Shopping with Paco
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