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The Brief

The challenge was to provide a visual merchandising solution and elements for a prototype Maternity and Nursery store prior to launching the first Baroue format store.  At the time the Baroue brand identity was highly confidential, but we were required to use the store within one of Kuwait’s first shopping malls, as a testing ground for the VM and merchandising elements of the store.

The Solution

As the store had a low ceiling and open entrance there was no window at the front of the store.  To create the theatre, a group of mannequins were added to the front part of the store on a display plinth directly under a ceiling light feature.

Further models were placed as pause points within wall bays and maternity forms used to create focal points above wall bay segments.

Taking direction from the then confidential Baroue Maternity colour palette, this solution involved working with Proportion London to paint treat maternity mannequins and forms using high gloss.  As well as this allowing us to create and evaluate the look and feel for Baroue Maternity in the long term, this would also maximise the VM budget and once the brand was eventually revealed to the Kuwait market it would enable the store to receive the Baroue Maternity format with VM elements ready in place.

b.heart opened in Zahra Complex, Salmiya, Kuwait in October 2006.  Baroue was launched in The Avenues Mall, Al Rai in Kuwait in September 2007.

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