Retail Design Wex Photo Video
WEXPHOTO/VIDEO - A retail design case study
A modern, flagship retail presence in the heart of London.
Background
We were approached by Wex Photo Video
at the Retail Design Expo (RDE) London, in May 2017. Aurelius, a mid-market investment company, had purchased international photographic retail specialists Calumet Photographic in 2016, acquiring UK specialists Wex Photographic in early 2017 and subsequently merging the two retailers in March the same year, to create Wex Photo Video.
Design Brief and Meeting Client Objectives
After our initial contact at the RDE and following a competitive tender process, Ormerod Sutton Architects were appointed as project architects and interior designers with a brief to imagine a retail design and then create a brand new flagship store presence in central London, which was to carry the newly created Wex Photo Video brand. The Wex photography retail store was to be the largest of its kind in the United Kingdom.
One of the foremost objectives set out by the client was the requirement to showcase the predominately black photographic products from various manufacturers, whilst also ensuring that Wex’s brand identity was not compromised. The store, which is supported by premium photography brands from around the world, including Canon, Sony, Nikon, Pentax and Fujifilm, needed to offer an immersive retail experience for customers and grow the appreciation of the Wex Photo Video brand rather than the individual manufacturers.
One of the foremost objectives set out by the client was the requirement to showcase the predominately black photographic products from various manufacturers, whilst also ensuring that Wex’s brand identity was not compromised. The store, which is supported by premium photography brands from around the world, including Canon, Sony, Nikon, Pentax and Fujifilm, needed to offer an immersive retail experience for customers and grow the appreciation of the Wex Photo Video brand rather than the individual manufacturers.
Designing a site to house the UK’s largest retail display of professional photographic equipment meant that we had to consider the customer experience at all points and maximise the opportunity for customers to test products prior to purchase. We were to create interest and experiences to extend the dwell time which for many photographic products, is often measured in hours rather than minutes.
In order to establish the brief, we firstly evaluated the current retail locations, identifying what worked and what the store experience lacked. The proposed flagship store was to become a destination for photographic professionals, amateurs, students and the general public alike.
The client aimed to attract the next generation of customers for Wex Photo Video, while satisfying the established customers of the former retail brand Wex Photographic. We had to ensure the retail design appealed to a broad customer demographic.
A Creative Design Solution
In order to establish the flagship store as the photographic destination in London, we proposed the creation of engaging experience areas, which would ensure the retail store provided customers with interest, product education and extended the dwell time whilst exploring the Wex Photo Video brand and retail store experience.
There was a requirement, due to limited stockroom space, for extending the range and number of products on display on the shop floor. The bespoke furniture was designed by us, to create opportunities and maintain a minimalistic and clean retail area, whilst concealing functional requirements.
We established a photography based design concept focusing on the ideas of Colour Depth, Exposure, Focus, Pixels, "Hot Shoe" & Viewfinder as the main points for development.
"Colour"
Colour within the store created a depth to the retail environment, showcasing products and creating a space which welcomes customers to stay longer. Neutral colours enabled the creation of feature zones using strong corporate colours to increase brand recognition. Neutral colours were used to create a calm and balanced atmosphere, while the blues entice creativity, imagination and trust. Each of these colours will enable the boldness of predominate product colours, black and gold, to stand out and showcase the product on sale. Colour had a large impact on the furniture design, with the furniture being the main backdrop for the product; a light tone and minimalistic finish was required to contrast with and feature the products.
"Exposure"
Adjustments of light exposure within the store enables mood alterations between specific areas of the store, for example LED lighting was incorporated within the bespoke furniture design and graphics to dramatize the effect of displays and signage. A balanced overall light source was provided across the store generally, whilst feature lighting accentuated specific zones such as the play tables to create a feature within the store.
Adjustments of light exposure within the store enables mood alterations between specific areas of the store, for example LED lighting was incorporated within the bespoke furniture design and graphics to dramatize the effect of displays and signage. A balanced overall light source was provided across the store generally, whilst feature lighting accentuated specific zones such as the play tables to create a feature within the store.
"Focus"
Bespoke feature store furniture design creates functional yet interesting displays within the store, enabling the sales counters, product play tables and client relaxation zones to stand out through the integration of colour, lighting and signage on a neutral back drop. Feature store furniture located centrally within the store was kept at low level to maintain visibility across the store, which firstly creates an open and clean environment but is also beneficial in terms of security.
Bespoke feature store furniture design creates functional yet interesting displays within the store, enabling the sales counters, product play tables and client relaxation zones to stand out through the integration of colour, lighting and signage on a neutral back drop. Feature store furniture located centrally within the store was kept at low level to maintain visibility across the store, which firstly creates an open and clean environment but is also beneficial in terms of security.
These bespoke feature areas will be the customer’s main focus when entering the retail space, guiding the customer through the experience. The photo gallery forms a central linking space from the main retail space to the professional and secondary retail space at ground floor level and also to the mezzanine seminar space.
"Pixels"
Digital signage was incorporated within the furniture design ensuring an image of cutting edge technology for the retail environment and brand, which is important for a technology retailer such as Wex Photo Video. Creative use of the video display can retain the customers within the store longer through interest but also help to immerse the customer within the retail experience.
Digital signage was incorporated within the furniture design ensuring an image of cutting edge technology for the retail environment and brand, which is important for a technology retailer such as Wex Photo Video. Creative use of the video display can retain the customers within the store longer through interest but also help to immerse the customer within the retail experience.
"Hot Shoe"
Accessories are as much an essential part of every photographer’s camera bag, as the need to functionally display products within the retail environment. Through the use of adaptable store furniture the product range becomes clearer and more accessible to customers. The use of wire shelves creates a light and open framework which allows light to pass through as well as a reduction in structure providing more product space on the shelves. The ability to alter displays will make it much easier to adjust shelving layouts as product display needs change.
Accessories are as much an essential part of every photographer’s camera bag, as the need to functionally display products within the retail environment. Through the use of adaptable store furniture the product range becomes clearer and more accessible to customers. The use of wire shelves creates a light and open framework which allows light to pass through as well as a reduction in structure providing more product space on the shelves. The ability to alter displays will make it much easier to adjust shelving layouts as product display needs change.
"View finder"
Informative and clear wayfinding signage provides a clearer "view through the lens" immediately, as customers step through the threshold of the retail experience. One of the most common reasons shoppers cut short a shopping experience is due to not being able to navigate to the desired product; wayfinding signage in addition to the clear store layout reduces the potential of confusion and annoyance of not being able to find a product promptly whilst simultaneously reducing the demand for the attention of shop floor staff.
Informative and clear wayfinding signage provides a clearer "view through the lens" immediately, as customers step through the threshold of the retail experience. One of the most common reasons shoppers cut short a shopping experience is due to not being able to navigate to the desired product; wayfinding signage in addition to the clear store layout reduces the potential of confusion and annoyance of not being able to find a product promptly whilst simultaneously reducing the demand for the attention of shop floor staff.
Our Use of Materials
We specified several sustainable elements, such as flooring incorporating crushed cocoa shells, and LED lighting across the store.
The furniture throughout the store was designed with the product in mind, as previously mentioned the predominant product colour is black, therefore a white Corian surface seamed an obvious choice along with a high grade of plywood finish creating a natural backdrop for the product displays.
Textures were explored and created through variation of the plywood orientation, using both the face and layered edge. We aimed to reduce the number of materials used to ensure a coherent and minimalist finish throughout the store.
Sales Performance and Customer ROI
Following the first few months of operation, the customer reported to us that revenues at the new store exceeded the totals of their two older stores combined, a very positive outcome.
“Ormerod Sutton’s support in our new flagship Whitechapel store has been instrumental in helping us meet our tight deadline. Their creative designs, careful planning and meticulous attention to detail have helped Wex Photo Video produce quite possibly the country’s best photo retail showroom.”
Louis Wahl, Chief Customer Officer , WEX Photo/Video
Castleton Mill, Castleton Close, Leeds, LS12 2DS
©Copyright 2020 Ormerod Sutton Architects Ltd.