walk this way

The reassuring familiarity of a well-known product is always a strong marketing tool. It's a concept that chain stores know well, which is why the new Life Pharmacy at Sylvia Park is readily identifiable with its royal purple rose and bold yellow facade.

The Life Pharmacy brand is also familiar to specialist shopfitter Allen & Chapman, the company that undertook this store fit-out. Director Jeff Chapman says the firm has fitted out all the Life Pharmacy stores in the past five years, including the store in the new Queensgate Shopping Centre in Wellington.

"While each store has a similar design, there were some new concepts applied for the Sylvia Park project," says Chapman. "For example, the different areas and product categories, such as prescriptions, vitamins, sports health and hair care, are segregated within clearly defined bays. These can be seen at a glance by customers entering the store especially as the fittings in the centre are no more than 1.4m high. Providing clear visibility was essential."

Other identifiable branding includes the yellow uplights around the top of the displays, which illuminate the ceiling.

Allen & Chapman specialises in complete store fit-outs, a service that includes project management and the commissioning of all subcontractors.

For more information contact Allen & Chapman, PO Box 101-909, North Shore Mail Centre, Auckland, phone (09) 444 8888, fax (09) 444 3400. Website: www.allenandchapman.co.nz.

Story by: Trendsideas