A fresh new brand with a vibrant personality on the high street, Aproc starting from its name had a chance to own the colour and have some fun with its interior and graphic applications. The concept plays with bold architectural references to the ‘o’ of the Apricot brand. The store covers 180sq.m. and trades over two floors and the important consideration was to inform and guide people downstairs. Upstairs, the adventurous ceiling feature and orange pelmet band helps to draw the eye in from outside the store.
A new visual graphic language was created, comprising of large scaled wall vinyls to decorate the stairwells and cash desk areas. The graphics take again the O using a contemporary linear pattern, adding a fresh younger feel to the store. The gondolas for the concept combined style and function to allow personalised graphics, which could be adapted to meet the seasons changing fashions. New curved cash desks clad in apricot coloured rubber give another contemporary twist.
The pilot has traded well since its opening in November 2007; after which store refinements have been made to the Bluewater and Croydon stores. Subsequently new stores have been added using the concept.