Global bathroom fixtures company Grohe needed a smart solution to display its new product range in Plumb Center outlets.
Retail marketing agency id*a was tasked with producing a wall-bay displaying a single shower and a compact freestanding unit (FSU) for a wider range of taps and showers that would demand attention in a busy trade centre environment.
The brief required that the designs be clean and aesthetic and have a clear Grohe identity whilst harmonising with Plumb Center’s corporate palette and size restrictions.
At concept stage, id*a considered important design criteria such as simplicity, durability, ease of updating graphics, merchandise and security against product theft.
The design consisted of a compact, three-sided FSU displaying existing shower products on two presentation panels with the third dedicated to a new wireless range at the top of the display showcasing a range of taps. Vibrant lifestyle graphics on the unit conveyed the energy and sensations produced by the products, supporting Grohe’s ‘Enjoy water’ strap line.
The coordinating wall-bay showcased a single shower with colourful graphics to ensure standout.
The id*a permanent team designed and manufactured the display, whilst The Works, the Creative id*a group’s assembly plant, pre–dressed 200 FSUs and 350 wall-bays with product, delivered them to sites around the UK, and arranged merchandiser visits to set the stands up in store.
The first displays and units were in-store within 5 weeks of sign off.
Although it’s too early to determine the effect on sales, the project has helped to raise Grohe’s strong profile in Plumb Center outlets.
A Grohe spokesperson, said: “The solutions provided by id*a have given our products real presence throughout this key stockist’s stores. Despite the strict brief, the id*a team demonstrated high levels of creativity and achieved great synergy with the Plumb Center’s own corporate identity, ensuring our displays compliment what surrounds them.”
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