• Client: Models Own
• Disciplines: Conceptual and technical interiors

The brief:

Models Own approached The Yard Creative after a recommendation to create a unique retail kiosk that stood out from the crowd and firmly put Models Own on the retail map. After several conceptual brainstorms the design evolved into a large-scale nail varnish bottle that was fully shop-able but at the same time was an iconic and beautiful structure in it's own right.

The approach:

By its literal nature, it wouldn't of made sense to create an actual bottle with a solid base and solid sides. In retail we need to capture passing customers and encourage them to simply 'glide in' to the space almost with out realising. Also, dead-ends in such a small space are a big no no if you want a space thats easy to shop and walk around without customers getting in each others way.

Therefore, by slicing the bottle across it's length we were able to create natural walk-ways which allow customers to comfortably weave in and out of the form whilst maintaining the essence of a 'bottle shop'. In each section there is a display of product that is easy to shop with inspirational graphics, suggestions and box sets. The individual, tiered and back-lit displays are not only removable, making them completely flexible, they're also categorised to make them very easy to shop. The entire range of products fit on a single side of a gondola but because of the flexibility of the displays the range can easily adapt over time making the design future-proof for years to come.

Due to the height that we needed to create this striking structure we had the challenge of ensuring sight-lines across the mall were not restricted. We were going to have to make it entirely out of a clear material to make this possible and acrylic was chosen for it's combination of strength and clarity. At this stage it was important to have the right people onboard to create such an impressive structure. Enter Hot House, specialist contractors with the skills to work out exactly how this dream would become a reality. Their skills and knowhow have enabled us to bring this concept to life in a way that we could never have imagined.

The outcome:

But it's not all glossy materials and high-spec build, there is a fun and friendly element too. We hope the playful large-scale bottle and the experience of shopping at Models Own will create a buzz that can be shared on social media through photographs and tweets. The liquid pour especially is designed to encourage people to take photos around and as such has been created out of fiberglass to make it resilient to high traffic.

The site that Westfield allocated to Models Own is the most visible and prime location within the 150, 000m2 monster mall. Surrounded by the big players, Topshop, Apple and Zara, Westfield clearly have full confidence that Models Own can excel even in the presence of these retail giants and quite rightly so, Models Own are really ready to make their mark on the high-street.

The first kiosk will open in Westfield Stratford in early April 2012.