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“The Yard is a creative agency with a good understanding of detail and the ability to create designs that help sell products." Trophee Retail
Paul Taylor, Italy
- Client: Paul Taylor
- Disciplines: Interior design and roll-out
The brief:
To create a new store environment to reflect the classical, Italian menswear brand and improve visual merchandising opportunities to help increase sales.
The approach:
By visiting the existing stores and discussing the vision for the brand with the client, we gained an insight to the operation, the clothes and its customers. From here we agreed the visual direction with mood boards and produced a kit of parts to show our client how they could recreate a look-and-feel over many stores in a simple, consistent way.
Whilst designing the concept, the team also worked closely with Visplay to help Trophee Retail improve their visual merchandising and provide them with flexible units that help maximise the visual impact.
The outcome:
A destination that feels like a stylish Italian walk-in-wardrobe; it exudes homely warmth combined with an edge of desire and ambition. By selecting classic Italian furniture, rich timbers and combining it with modern, slick lines the outcome is an eye-catching environment with strong visual merchandising and a relaxing mood.
The first store open in Limassol, Cyprus (Q4, 2009) followed quickly with a stores in Rome (Q1, 2010) and Milan (Q3, 2010), more stores are planned for key cosmopolitan cities across Europe.
Read the Design Week article featuring Paul Taylor:
PDF of the article (PDF, 653kb) | Visit the Design Week website
- 1. Store entrance
- 2. Store internal
- 3. Display detail
- 4. Finishing detail
- 5. Concept sketch