All you need to know about what is happening in retail design

10 Years

Ideal Standard

International Brassware Project

The brief for the showroom display was to create a unique language for Ideal Standard to have presence and standout in a showroom environment. The design needed to work as a whole wall as well as individual panels. The design was based on a bathroom concept, using matte finish grey back panels with glossy white front panels to represent sinks and wall tiles. Each product was mounted onto an individual piece so that the basic framework would only need to be supplied once, shelves and wall display products can be easily changed.

Camouflage worked closely alongside their designated supplier Arredo, located near Bologna, Italy to develop and build versatile showroom displays across Italy, France and the UK for their brassware panel configurations. The project included design, graphic communication and project management.

After several creative reviews, the scale and budget dictated the result which was a classic vertical panel with a contrasting horizontal shelf system. Each shelf has a removable top piece set into the shelf that the tap is fixed to. The taps can therefore be changed and replaced without the need for an new panel.

The design language translates onto the accessories panels and through to a low level console table, which is specifically for brassware and would be situated alongside the wall panels. Information and range names were available on a strip in front of each panel in the brand colours keeping the display functional and uncluttered.

While the previous catalogues and graphic communication had been blue on a black background, the new Ideal Standard brand direction was a lighter and fresher approach using a range of blues and a white logo. We worked with the existing brand language to create the new look and feel. The splash of blue adds colour to the neutral display while still drawing attention to the products themselves. The vertical banner breaks up the run of white panels but the construction is modular so individual showrooms can make up their own configuration based on popular products and available space. Range names are highlighted at the top of each panel making it easy for customers to enquire about specific products and features.

In addition to our design support role, we were appointed in June 2012 as project managers on this international project to steer the first coordinated pan-European project across initially across 4 countries of France, Italy, UK and Belgium. Following the capital acquisition of Bain Capital, the project was the launch of intent for the brand to convey a homogenous European brand vision.

Our role was clearly defined from the outset to ensure the implementation of the brassware concept using our international and professional experience to pull together all the relevant internal teams, contractors and disciplines. Our specific workstreams were as listed: Retail dynamics – development and merchandising evaluation; Prototyping support; Project management; Retail buy-in manual; Support identification

Once the design had been determined the next stage in the process was to create a grid system that worked across all the ranges and the different variations between merchandise for France, United Kingdom and Italy. With different merchandise and product dimensions per range per country it was important to establish universal rules to find the best solution.

Once the grid layouts had been organised and each range had been configured templates were created and a module reference sheet and Sales Presenter was designed to allow individual showrooms to choose which ranges they would be displaying.

The module ordering reference sheet provides a code for each module size and range option. The individual modules can then simply be configured into layouts for specific showrooms.

The Sales Presenter illustrates the layout of different ranges e.g. the layout of the merchandise for a ‘Melange’ set of brassware. This document also contained a product code for each individual piece which meant that once the modules had been chosen the products could be ordered using the codes.

The Retail Manual, a document containing everything that would enable new and existing partners, showrooms and contractors to plan, order and create an Ideal Standard brassware display.

This included detailed information and instruction on the buying in process, inspiration and vision, modules, graphics, wall and floor configurations, materials, merchandising, installation, and the rollout process.

The manual consisted of 110 pages and 8 sections: Mission statement and concept vision; merchandising grids; module hierarchy; graphics; configurations A-E for SRs; materials; sales order forms; and roll out process

Ideal Standard
Branding Communication, Consultancy, Visual Merchandising
Browse portfolio