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The Brief

The challenge to work alongside a Global Design & Architectural Firm and ensure VM elements would be complimentary to Baroue brand identity.  Further challenged as a ‘drawing board project’ with no existing stores and not all elements were prototyped - this brief required a specialist understanding of visual merchandising, space and format concept of this groundbreaking 6,250 sqm flagship all encompassing Nursery & Kids ‘edutainment’ store.


The Solution

With a specialist understanding of visual merchandising, format and in-store theatre, it was important to identify the areas where the VM elements would provide the necessary theatre.  Initially, it was felt that mannequins weren’t necessary, however after weighing up the fact that 80% of the fashion range was own brand – a requirement delivered to satisfy the local consumer, we set to work and provided a solution which complimented the new brand identity without conflict. 

A solution which involved working with Proportion London to paint treat kids and maternity mannequin forms using high gloss taking direction from the brand colour palettes of Baroue Kids and Baroue Maternity.  A similar approach was used for baby mannequins where fabric was dyed according to the Baroue Baby colour palette.

Baroue went on to be named ‘Innovative Format of the Year’ at the World Retail Awards in 2008.

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