Bold new direction

While easily recognisable branding is a key feature of a retail fit-out once inside the store, a simple layout and clear signposting are equally essential.

National bookseller and stationery retailer Paper Plus has recently launched its first concept store in the Sylvia Park shopping centre. As part of the company's 25th anniversary celebrations, Paper Plus has brought an innovative new look and feel to its Sylvia Park store, which is on a prime corner position adjacent to a major entry point into the mall.

The Paper Plus management team drew on the expertise of award-winning Sydney retail design company IdeaWorks to develop the new store design and layout, incorporating a variety of strategies from the use of graphics to point-of-sale positioning.

Group marketing manager Lyle Hastings says the new green and black colour scheme is found throughout the store, starting at the front facade.

"It streamlines the layout to present a clean facade and clearly signposted sections that facilitate customer movement around the store. The green and black also helps direct customers' attention to each element of the retail experience, from cards and stationery to books and magazines," Hastings says.

Within the new-look Paper Plus are the latest PostShop and Kiwibank design features and layout. A special kids' section has been created within the books category floor space to encourage children to take an interest in reading and interacting with books. The area includes a colourful play table, and bright, bold graphics which decorate the walls.

The development of the new design concept was planned down to the smallest detail, with an eye to its importance and significance for the brand's future, says Hastings. Over time, the new identity will be rolled out through Paper Plus' network of more than 100 retail stores, all of which are New Zealand owned and operated.

"This new design signifies the company's commitment to the future and is a significant and positive move to differentiate Paper Plus' retail arm from the company's nationwide Take Note business, which will maintain its stationery-focused, community-oriented model," says Paper Plus CEO Rob Smith.

Story by: Trendsideas