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10 Years

Ideal Standard/ Graham

This store represents a stand alone concept developed as dedicated brand support to the Graham showroom brand and linking with Graham Plumbers Merchants.

The principle has been championed by Ideal Standard in conjunction with the Graham trades team. Set up to offer a committed service to both consumer and trade customers with consumers the primary target, the centre point of the concept was a central design area and informal consumer seating area to ascertain clients needs. The show room was divided into consumer target groups to fit in with Ideal Standard’s over arching strategy of Family bathing, En suite, Cloaks (Concept Space) and Easy living.

In addition there are two areas for dedicated presentation of showers & valves and mixers & taps.

Camouflage worked closely with the Ideal Standard merchandising team and the Graham/CTD trades specifiers to ensure that all the colours and finishes and tiles were fully complimentary to the product and the target group. Each product area is divided into good, better, best with the best pods being tiled to distinguish the premium nature of the range.

We were tasked with being sensitive to the very specific Graham brand guidelines along with communicating the first real opportunity to promote the new eyecatching visual language.

Responsible for graphic placement and art working, each zone features large scale graphic panels to communicate the brand new
Ideal Standard visual language in conjunction with the dedicated Graham showroom communications.

The black framing device was developed to compliment the brand languages of both Ideal standard and Graham.

This installation also saw the launch of Jarah – a new modular panel system designed by Camouflage. Fully modular it saves time in both set up and later with updates due to it’s flexible nature.

The mixers and taps wall developed further the magnetic shelf fixing device initially developed for Ideal Standard brassware with such attention to detail ensuring that the same language was working in the shower bar wall and the pods showers.

All lighting, fixtures and flooring is specified and each pod area is divided into good, better, best with the best pods being tiled to distinguish the premium nature of the range.

Full merchandising for each pod is specified and then cross referenced to Ideal Standard component codes.

Ideal Standard/ Graham
Branding Communication, Consultancy, Store Concepts, Visual Merchandising
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