the box

Fig 1, NC Flower Vase, 2013.

Fig 2, Garden Interior, 2013.

Bryony FriendN0250391FASH3002

Word Count: 5495 (excluding Quotes)

Fig 3, Copenhagen Frame, 2013

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed.

Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University’s regulations

on assessment contained in its handbook.

Signed ....................................................................................................................

Date .......................................................................................................................

Declaration/ Erklæring

01

02

Contents/IndholdIntroduction Purpose of the storeTry Before You BuyPower of The Pop Up M-Commerce Revolution

Normann Who?Scandi StyleAh! NormannThe Norm Consumer

The Big IdeaMaterialsWhoWhereWhen

03

Contents/Indhold03

04

Inside The BoxStore Mock upsVisual Inspiration MoodboardsConclusion

MarketingEvent

Læs mig

Fig 4, NC Yellow Food Layout, 2013

18Fig 5, Norm 06 Lamp, 2013

1901

1Fig 6, NC Agnes Vase, 2013

2

Retail has changed. The consumer has changed. Furthermore, what we thought we wanted, and expected from brands,

has changed. It is no secret that e-commerce has made a resounding impact on the way we shop. Resulting in the retail

world, with their traditional bricks and mortar stores to feel rather unsettled. “From the birth of the internet to mobile

technologies, the digital revolution has been the most disruptive influence in the history of modern retailing. (Hughes,

2012, Retail Week) However, as offline and online begin to merge, they need to work out a harmonious relationship

between the two. Most importantly to establish whose role is what, and how they can create the perfect balance, to benefit

both the brand, and the consumer.

The traditional bricks and mortar store was once the main destination point to delve yourself into a brand, but in todays

society this isn’t enough. The retail store now needs to offer so much more, especially to its technology dependent customer.

However if not they risk being seen as an out-dated, useless platform. “As high street retailers fall into administration,

traditional fashion retailers must sharpen their cross channel strategies to avoid the same fate.”(Faulkner, 2013, Retail Week)

Consumers can now browse wherever there’s a phone signal and brands need to make sure they are there to. Alongside

this e-tailers need to establish if they should spread out into the offline word and create a physical presence. Consumers are

starting to expect a full circle brand experience, touching upon every platform.

Introduction

3

An area that has struggled to switch over to creating a successful shopping experience across all channels,

is that of furniture and homeware. “I just feel that this whole industry is terrible at seeing that many people

are moving online and willing to buy furniture online. It just feels like, when you go to Italy, time is stuck.

Nothing has happened in this field.” (Ross, 2013, Online) Due to the nature and size of interior products

online hasn’t always been the best place to make a purchase. However consumers have started to change,

becoming more comfortable with purchasing across different platforms. Nevertheless the engagement and

tactility of seeing an item in store, that could potential have a place in your home is difficult to translate

online. Using all your senses, seeing the colour and feeling the textures, alongside being submerged in the

brands environment and space is a problem for e-tailers. It is difficult for them to sufficiently communicate

this to their consumer. The jump for online brands to attempt creating a physical presence is one that needs

to be considered in this sector.

There has been a shift in the shopping environment and there are problems that need to be solved in order

to help create a successful, Omni-channel businesses. In todays fast paced, multi channel world how can

we best utalise these different platforms, to suit the consumers new habits and preferences. “They need

to better understand customers and their wants has never been greater in this increasingly competitive

environment.” (Ohal, 2013, Retail Week) Throughout this report I will be looking at the future of the high

street and current trends in the retailing world. Furthermore I will be exploring how best to raise awareness

of Scandinavian interiors brand, Normann Copenhagen in the UK. This report will showcase that online

retailers can still create a physical presence, helping to reach out to their consumer and resulting in an

effective, innovative brand experience.

4Fig 7, Furniture showroom 2013

5Fig 8, NC Hello Floor Lamp, 2013

6

Going in store to see an item for the first time now seems to be a thing of the past. The Internet has changed the

shopping experience, creating a new way to shop. Fast, hassle free and from the comfort of your home. This once

new phenomenon has transformed the way we shop.“One of the fastest changing industries in history, online

shopping has been transformed beyond imagination since its beginnings more than 16 years ago.” (Anon, 2012,

Retail Week) Online and in store have always been seen as two very separate platforms, with two very different

purposes. “The most successful retailers in the future will be those who combine online, offline and mobile most

effectively.” (Trotter, 2013, Online) However as of late retailers are starting to see that the two can work together to

enhance the shopping experience.

Purpose of the store?

7

Fig 9, Nike ipad, 2012 Fig 10, Nike retail, 2012 Fig 11, Nike + Fuel Station, 2012

8

To gain a clearer perspective of the situation an interview with Mike Roberts from Green Room Retail

was conducted (See appendix 03). This was to gain understanding on his thoughts on the future of retail

and what brands need to do to have longevity. During the interview Mike stated, “I believe that retailers

will benefit from having touch points through multiple channels.” Mike then carried on to express that

he felt a lot of the projects that he has worked on with Nike, have inspired and engaged with their target

core customers, whilst building brand loyalty and product understanding. When asking, ‘what do you

think is the future for retail? He responded, “I think the general trend will be towards the environmental

experience becoming more about quality rather than quality – therefore I predict the volume of retailers

on the high street will continue to shrink however the level of experience that they offer will continue to

improve”. Throughout the interview with Mike he emphasised the need for retailers to offer an experience

and engage with their consumer. Providing things that can’t be achieved online became a factor he felt

needed to be implemented in order to survive. As retailers begin to Learn to join the dots the world of

retailing is being forced to change to create a smooth, seamless shopping experience. “The face of the

high street is constantly changing and that change has never been faster than in recent times; the growth

of the multi-channel retail environment.” (Ohal, 2013, Retail Week)

9

“Brands need to think holistically about how they reach consumers and recognise that people don’t differentiate between their on and offline ‘worlds’ – it’s just shopping, regardless of time of day or location.”

(Nguyen, 2013, Online)

10

“Brands need to think holistically about how they reach consumers and recognise that people don’t differentiate between their on and offline ‘worlds’ – it’s just shopping, regardless of time of day or location.”

(Nguyen, 2013, Online)

11 Fig 12, No noise campaign- Selfridges, 2013

12

So who is out there on the high street and currently causing the biggest impact? Holition are a company who

specialise in augmented reality and 3D retail solutions, an interview was conducted with Brand Director,

Lynne Murray (See appendix 03). Lynne expressed that she felt Selfridges (See Fig.12)were the retailer who

understood their consumer and provided interactive, engaging experiences for them as a result of this.

“Selfridges as a whole is probably a retailer who knows its customer well, and creates not just avant grade

abstract experiences such as the Silence Room, but more direct retail experiences such as the personal shopper,

and interactive changing room mirrors.” Alongside this Lynne stated that brands did need both on and offline

platforms in order to survive. “Yes, brands need to respond to the changing ways in which consumers shop;

research on-line, experience in-store, and purchase online when convenient. Brands who don’t offer ways for

customers to enter this emerging circular journey risk losing out to smarter brands.” It is apparent that retail

has changed, is changing and will carry on to change. The shift in online starting to create offline platforms has

resulted in a variety of new retail trends and shop formations starting to appear on the high-street.

13Fig 13, Bonobos Guide shop, 2013

14

With e-commerce playing a vital role in the world of retail, it is now essential for retailers to have an online platform.

Creating a brand presence across all channels needs to be a necessity for e-tailers and retailers to reach their

consumer . “Many e-tailers are now acknowledging the benefits of introducing a physical arm, whether permanent

or pop-up. Physical stores are giving e-tailers valuable insight into their customers preferences and desires, as well

as offering e-wary consumers a place to experiment with products – often before buying them online.” (Stylus (M),

2013) Retailers creating an online platform is nothing new, those who haven’t yet made the move, if any, are missing

out on a vital communication tool and the opportunity to reach a wider demographic. However it is e-tailers creating

a physical presence that has created a buzz and a ripple of excitement across the high street.

American, online, menswear brand Bonobos (See Fig. 13) have created a physical presence to their brand with the

launch of their ‘guideshops’. The shops are appointment only, but once inside you get one on one attention and a

chance to try on the product before purchasing, also allowing you to establish your size. The shop doesn’t actually

sell anything, as all orders still have to be placed online, but it gives the brand a chance to create an environment that

represents them and allows the consumer to create a relationship with them. “Another phenomenon aligned to the

multi-channel shift is the recent appearance of try before you buy stores- locations that act as handling playgrounds

for complicated products that consumers would be unlikely to buy sight unseen.” (Stylus (G), 2012)

Try Before You Buy

15

Alongside this other online brands have established an offline presence, although not as permanent as Bonobos

‘guideshops’, it is still following a similar structure. Ebay, Net-A-Porter (See Fig. 16) and Etsy (See Fig. 14,15) have all

opened up temporary retail spaces showcasing their products. These e-tailers used QR codes to scan and purchase the

products, or used the space as a workshop to show how the products are made. “Of course, the Etsy experience includes

so much more than shopping. The sights, smells, sounds, and warm fuzzy feelings of the shop.” (Etsy, 2013, Online) All

of these offline ventures helped to connect with existing users of the brands, but more importantly reached out to people

who wouldn’t necessarily shop with that brand online. “The ability to touch or test a product before buying still has a

valuable role to play in the retail experience.” (Stylus (M), 2013) Creating an offline platform allows consumers to engage

with the product and brand, showing that having a physical presence Is still important.

16

Fig 14, Etsy Pop Up, 2012 Fig 15, Etsy Flyer, 2012 Fig 16, Net-A-Porter Window Shop, 2013

17

Power of The Pop UpA trend in retail that was once seen as a fad or novelty for retail brands was that of the pop up shop. However

now due to the downturn of the economic climate pop up shops are becoming frequently used by brands and

regularly seen on the UK high-street. “Pop-up shops are appearing all over the country and both small and large

retailers are using them.” (Storefront team, 2013, Online) As retail space becomes every increasingly expensive,

due to the rise of e-commerce and the fear to survive on the high-street climbs, pop up shops seem to be an ideal

solution. “Over the past decade, pop-ups have evolved from being regarded as a novelty concept to become a

retail strategy that enables brands to reach a wider pool of consumers, test the market and generate publicity.”

(Morris, 2013, WGSN) Over the past decade big names in retail have disappeared off our high streets and more

and more empty shops are appearing.

18Fig 17, Power Of The Pop Up, 2013

19

20

Projects such as pop up Britain have also appeared in an

attempt to save the UK high-street. Offering rentable spaces

to suffering or startup businesses to give them a taste of

life on the high-street. “PopUp Britain supports Britain’s

most promising retail entrepreneurs, providing access to

sought-after High Street spaces so small businesses can trial

physical retail without the long-term financial commitment.”

(Start Up Britain, 2013, Online) Alongside this there have

been many other success stories, using temporary retail

spaces. Box Park in Shoreditch is a pop up mall created

out of sixty shipping containers (See Fig.18). “Boxpark is

a game changer, the consumer wants a fresh and energetic

experience that they cant get online, and they want a hands-

on introduction to new brands and products. Boxpark gives

them that.” Dunstone,(Bibby(B), 2011, WGSN) Dunstone

goes on to state that the future of retail is entertainment and

at Box park that is exactly what they give their consumers.

As pop up shops are temporary and only have a short life

span at a time on the high-street, the demand for them to

inventive and engaging is vital to attract consumers and

make a lasting impression. “The future of bricks-and-mortar

retail will include more social spaces and events hosted by

brands to increase footfall and satisfy consumer desires for

real work ‘glocal’ experiences.” (Stylus(E), 2012) Temporary

retail spaces are an ideal solution to test the waters for a

brand or create a physical presence for an online brand.

They create buzz, are cost effective and can be used as a

clever way to translate your brand to the consumer.

Fig 18, Boxpark, 2012

21

M-commerce RevolutionTechnology is ever changing, ever adapting. It is the biggest influence on the high-street and the

driving force behind pushing retail forward. Set to be The next generation movement in retail is

that of the m-commerce revolution. This is not surprising when you think about how dependent

society is upon their mobile phone. “There are more iPhones sold every year than babies born.”

( Phillips, 2013, online) So if we are so phone savvy and use them all the time, why does the

M-Commerce movement seen so new to us. In fact m-commerce is actually mostly everywhere we

are just slow adopters to this trend. “Mobile payments are hardly a new phenomenon – contactless

payments have been big in Japan for years - but the technologies involved and the services they

provide have yet to reach critical mass in the UK.” (Thomson, 2012, Retail Week) The UK retailers

seem to be a lot slower to adopt this new movement in technology, alongside this UK shoppers are

as hesitant to use embrace the technology.

22

“Technology is the driving force

behind this change. In the last few

years, mobile has driven the most

significant change, giving consumers

the ability to shop at time and anywhere.”

(McCarey,2012, online)

23Fig 19, iPhone, 2013

24

A brand that has jumped on the M-commerce trend is Schuh. They noticed a rise in non-desktop

online visits, so decided to introduce mobile friendly elements into their site. This was due to mobile

phone devices accounting for 35% of Schuh’s traffic, alongside 20% of their online sales, according to

Retail Week. “In 2011, Schuh decided that mobile-optimised sites rather than mobile apps were the

ideal route.” (Anon, 2012, Retail Week) They are not the only ones to feel the benefit from mobile

phone payments and traffic. M- commerce plays a massive part in eBay’s strategy with e-Bay’s senior

director for Europe, Olivier Ropars saying, “We will continue to put mobile at the heart of our strategy

and create a site that is optimised for every device.” (Anon, Retail Week, 2012) Although M-commerce

is currently only just beginning to take off in the UK, it is set to be influential and part of the next

wave of movement in the retail world, so retailers need to consider this, both online and offline.“Mobile

commerce has the potential to be massive, both in terms of being able to buy things online straight

from your phone and being able to buy things in store with your phone.” ( Phillips, 2013, online)

Fig 20, NC Hang L Light , 2013

02

27Fig 21, Normann Copenhagen Moodboard, 2013

28

29

Normann Who?Have a look, how would you describe them? Minimal style, with a pop of colour and an appreciation for

well-crafted design? A sentence that could be used to describe Normann Copenhagen, but alongside this

it could be used to describe many brands in the same field as them. So who are Normann Copenhagen?

And what makes them special as an interiors brand. Yes, Normann Copenhagen are the masters of

turning a washing up brush, a conventional household item and transforming into more than it was

before. “Renowned for using traditional materials in non-traditional ways, Normann Copenhagen is

synonymous with innovation and original design” (Occa Home, 2013, online) They make objects go

beyond their everyday role resulting in them encapsulating an element of fun. With names like, ‘woofy,

‘warm dish’ and ‘watch me clock’ it is obvious the brand has underlying tones of playfulness and humor,

basically not taking themselves too seriously. Every item in their range has been considered, making

them look aesthetically beautiful, but also more practically and pleasurable to use. This Scandinavian

brand pride themselves on innovation, quality and being at forefront of experimental design. “Normann

Copenhagen is a way of living – a mindset. We love to challenge the conventional design rules.” (Normann

Copenhagen, 2013, online)

Fig 22, NC Camping Chair, 2013

Woofy Warm Dish

Watch Me Clock

31Fig 23, NC Store, 2013

32

Normann Copenhagen are a brand that have a high level of

awareness for the role they practice to preach, unlike others

they are not all talk. This quirky interiors brand embraces

their brand ethos and translates it out to their consumers.

They strive to be a lifestyle brand and they reach their

consumers in a variety of different methods. When reading

over their blog content, ‘Spotted by Normann Copnehagen’,

there is personality, and opinion captured in everything

they write, like they say; “ If you are expecting news updates

every hour you are on the wrong blog. However we promise

you that you will get our uncensored opinions. Furthermore

we strive to be original – not just copying text, pictures and

links from other sites on the web.” (Normann Copenhagen,

2013, online)

33Fig 24, Aaker Model, 2013

34

35Fig 25, NC Store 2, 2013

36

37

The brand has a voice. It does not feel like we are being fed, churned up, over done spiel that lacks

any individuality or opinion. Normann Coepnhagen understands the importance to appreciate and

acknowledge other creatives. They have an open-minded attitude that welcomes collaboration. They

recognise to be successful they need to collaborate and work with other like-minded creatives. So

what is the ethos behind Normann Copenhagen ? They have a design opinion, they have a playful

streak running through them and they take the conventional and make it unconventional. Normann

Copenhagen has an attitude, they a voice and they understand good design. “Humor, together with

innovation and quality, is the company’s driving forces, and the philosophy is simply “Less is more”!”

(Scandinavian Design Centre, 2013, online) Normann Copenhagen is modernity with wit.

Normann Copenhagen started out in 1999, but really started making a name for themselves in 2002

when the ‘norm 69’ lamp was born. Since then they have gone from strength to strength, opening their

flagship store in Copenhagen in 2005. The brand is sold worldwide in more than seventy countries

and they collaborate with a wide variety of designers. The Danish Design company is well established

amongst interior lovers and design enthusiasts, they have a strong following, yet they still only play host

to only one store and do not have a strong following here in the UK. So why is it time for this brand to

make it’s voice louder? How can establishing themselves over here be of benefit?

38Fig 26, NC Owl, 2013

39

“Normann Copenhagen is a way of living - a mindset. We love to challenge the conventional design rules.”

40

“Normann Copenhagen is a way of living - a mindset. We love to challenge the conventional design rules.”

(Normann Copenhagen, 2013, Online).

In the last year desire and appreciation to incorporate the Scandinavian style inside homes has grown. Danish

design is currently of the movement and desired by those who have an appreciation for well-considered,

beautiful, pared-back interior design. “We Brits have long had a soft spot for Scandinavian style, whether that’s

wistfully scrolling through design blogs or lusting after lampshades.” (Anon, 2013, online) Natural materials

and simple design are being embraced in response to the economic downturn. “The last five years have seen a

rise in demand for domestic design that serves as a direct rebuff to the fast-paced and hyper-connected modern

world.” (Stylus(I), 2012)

The big retreat is a result of escaping the current constantly intrusive and technology dependent society we

live in. Scandi style focuses around a minimal well-organised attitude, with a predominately neutral colour

palette. These qualities all sit under the big retreat umbrella and incorporate the aesthetic of interior design that

people are pinning for. “We practically live on our phones, our computers and social media. We find ourselves

now creating retreats rather than houses.” (Stylus(I), 2012) Scandinavian brands are already making an impact

on the British interior design front with brands like Scandium and stores Lollipop Shoppe, Twentytwentyone

establishing themselves as the go to for Scandinavian influenced designed. “Mid-century design is a massive

trend, driven by things like Mad Men, and Danish design was at its best then.”(Dixon, 2011,online)

Scandi Style

42Fig 27, White Shelf, 2013

43

Fig 28, Yellow Shelf, 2013 Fig 29, Yellow & White Kitchen, 2013

44

Fig 30, Coloured Chairs, 2013 Fig 31, Living Room, 2012

45

Fig 32, Wooden Desk, 2013 Fig 33, Wooden Living Room, 2013

46

Fig 34, Wooden Chairs, 2013 Fig 35, Wooden Shelf, 2013

47

Fig 36, Patterned Bed, 2013 Fig 37, White Desk, 2013

48

Fig 38, Minimal Living room, 2013 Fig 39, Minimal Shelf, 2013

49

Ah! Normann

50

There is an appetite in the UK for Normann Copenhagen, there is space amongst the retail brands for a Scandinavian brand that has a story, voice and produces quality design. Consumers are tired of owning generic items that have no story behind them. Normann Copenhagen our design innovators, working with design partners, to create new visionary products. When you own an item from the range it is personal, you can find out who made it and the story behind it. It is this sense of narrative and worth behind each product that makes Normann Copenhagen unique. They are the design leaders and innovators of today and give you a chance to own an original design in your home.

51

The Normann Copenhagen consumer loves good design, has an eye for colour and appreciates bold design decisions. They value the design aesthetics and quality of Normann Copenhagen products, all subtlety wrapped up with a sprinkle of wit.

Fig 40, NC Flip Mirror, 2013

52

Who?The

Norm Consumer

53Fig 41, Normann Oknel Sofa, 2013

54

Who: Mark

Live: Notting Hill

Own: NC Onkel Sofa

Next Purchase: NC Circus Pouf

Aspire to Have: NC Norm69 Lamp

Description: This single man is a successful business man, who owns his own company. He has worked his

way up and due to this he now has a disposable income. He lives in Notting Hill, in Central London. This

area allows him to get to work and business meetings quickly but also him eat out and go to the theatre

with friends and enjoy the social scene of Central London. Although not coming directly from a

creative background he still knows what he does and doesn’t like, he has strong opinions on how he likes

his home to look. You’ll find him purchasing the larger furniture items from the Normann Copenhagen

range, rather than smaller accessories. When he finds a brand that he likes and trusts he is likely to stick to

it, he is not a design drifter.

55Fig 42, Consumer 1 Moodboard, 2013

56

50+ man

lives in central london

no children

owns his own business

disposbale income

Knows what he likes IN HIS HOME

mORE LIKLEY TO BUY THE LARGER, FURNITURE PIECES FROM THE NORMANN COPENHAGEN RANGE

57Fig 43, NC Brick Cushion, 2013

58

Who: Lola and George

Live: Flat, Islington

Own: NC Brick Cushion

Next Purchase: NC Krenit Bowls

Aspire To Have: NC Ding Table

Description: This young couple have just recently moved into their first home together, in Islington. They

love the area as it is an easy commute to work and there is a creative, on-the-go buzz surrounding them.

Alongside this they are walking distance to a wide variety of different shops, restaurants and near enough

to their favourite spot, the Camden Passage. They both work in creative job roles, so naturally have an

interest in design and an appreciation for colour. Due to recently moving into their home they are eager

to purchase furniture and homeware accessories. These are the consumer you would find buying the

accessories from the Normann Copenhagen range. They love to mix high-street brands with accents from

premium homeware brands. Due to their budget you’ll find their Ikea sofa being cleverly disguised by bold,

statement Normann Copenhagen cushions. They know what works and how to create an environment from

a variety of sources that represents them.

59Fig 44, Consumer 2 Mooboard, 2013

60

61Fig 45, NC Motion Carafe, 2013

62

Who: Sarah and Jason

Live: Richmond

Own: NC Krenit Salad set

Next Purchase: NC Grass Vase

Aspire To Have: NC Motion Carafe

Description: This family consists of two children below the age of five and both parents working in an

advertising company. The family has recently moved further out from Central London to Richmond.

However they still have fast transport links into the city, making getting to work easily commutable. Now

feeling more settled into the area, they are enjoying the wide selection of restaurants, good schools and

summer evenings by the river. When shopping for the home they buy a mixture of practical and frivolous

items. Due to recently having children in last few years their buying has changed, meaning they now buy

from a wider variety of sections from the Normann Copenhagen Range. They have a comfortable income

and will spend the money on a piece if they love it. They like their home to be practical but not boring.

They love elements of fun and colour to trickle throughout their house.

63Fig 46, Consumer 3 Moodboard, 2013

64

Fig 47, NC Hanging Bulb, 2013

03

67

Normann Copenhagen are the masters of innovative and high quality design. The brand incorporates elements of

humor, which runs seamlessly throughout all of their collections. They make the conventional household item seem

unconventional, effortlessly making a toilet brush seem like a work of art. Behind every piece you buy from them there

is a story and a purpose, as they strive to collaborate with original designers. These factors of humor, innovation, making

the conventional seem unconventional alongside their continuously open-minded attitude to collaborating with other

designers; are the core factors behind the brands ethos. These traits need to directly run throughout the campaign

and marketing strategy when bringing Normann Copenhagen over to the UK. Translating the Normann Copenhagen

philosophy over to the UK consumer is vital.

The objective behind bringing Normann Copenhagen over to the UK is to increase their brand awareness with The UK

consumer. Normann Copenhagen need to make themselves aware to the design leaders and early adopters who would

embrace the Scandinavian brand. There is space and desire for Normann Copenhagen in the UK they just need to let

themselves be known.

Fig 48, NC Flower Vase, 2013

68

Aim: To increase the brand Awareness of Normann Copenhagen in the UK

To reposition Normann Copenhagen as the leaders of design innovation

The objective behind bringing Normann Copenhagen over to the UK is to increase their brand awareness with The UK

consumer. Normann Copenhaen need to make themselves aware to the design leaders and early adopters who would

embrace the Scandinavian brand. There is space and desire for Normann Copenhagen in the UK they just need to let

themselves be known.

Concept: To provide a temporary creative retail space and instillation that showcases Normann Copenhagen in a

considered and innovative way.

The Box – Making the norm unique

Brand Values

Witty

Innovation

Conventional – unconventional

Collaborating with designers

The Big Idea

69

Grabbing the attention of potential Normman Copenhagen consumers, design lovers and people of the UK is essential

throughout the campaign. But how will this be achieved? Curiosity, anticipation and excitement are the three main

driving forces behind this campaign to make sure it is a success.

Three white boxes will be placed in three different locations throughout London. The white box is known for being a

conventional object, it is safe and non descript. In the interiors world a white box is used to describe an empty room,

a blank canvas before it has been decorated. These qualities are bland, unexciting and don’t encapsulate the Normann

Copenhagen brand voice. A simple white box, clean minimal, potentially even considered as a predictable style

aesthetic, as minimal is currently being exhausted in the design world. However this is the point, to show what Normann

Copenhagen are not and who they really are. They are different from their competitors and this needs to be translated.

The Creative Idea

70Fig 49, NC Pop up, 2013

71

To accompany the three boxes there will be three product designers. They will each be designated a box and a material:

Rubber

Perspex

Cork

The Materials

This box is their canvas, they can do with it what they may. This could be achieved via a rubber door handle or

a Perspex wall; this is up to the designer and however they wish to customise their box. This will add elements

of wit, playfulness and creativity to the instillation. Once again reinforcing qualities seen throughout Normann

Copenhagen. After three days of the boxes being up they will open to reveal the product. However they must

consider the Normann Copenhagen brand ethos, via using an un-conventional material to make a conventional

result. Alongside having free creative access to the box each designer will be creating a product to be sold in their

box and on the Normann Copenhagen website. This will be a limited, exclusive Normann Copenhagen piece and will

be made out of the material each of the designers have been designated. The main home for this new product will

be the box. The box will act as a museum, a shrine for their new, innovative, beautiful design piece. Collaborating

with designers, wit, mixing conventional and unconvential and creating a a beautiful, simple yet practical item are

translated throughout this instillation and collaboration reinforcing the Normann Copenhagen way.

72Fig 50, Rubber, 2013Fig 51, Cork, 2013

73Fig 52, Scissor Pot, 2013

74

The three designers all chosen to work on this Normann Copenhagen have all been selected, as they

are British and all specialise in a different material form, from, fabric, metal to wood. This was felt

necessary as material plays a fundamental role throughout the brief and the the need for a practical

functional item. These three designers were selected as they seemed like a perfect fit for the brief and

the brand.

Who?Collaborators

75Samuel Wilkinson

Fig 53, Hoof Table, 2013

76

Who: Samuel Wilkinson

Known for: Hoof table

Description: Samuel Wilkinson is a young designer and winner of the RSA award and D&AD New Blood. Worked for a variety of consultancies such as Tangerine, Fitch: London, PearsonLloyd, and Conran.

“Samuel Wilkinson’s commitment and enthusiasm to designing interesting objects and spaces is apparent in his work, always looking to add a fresh dynamic approach in either form or function.”(Case Furniture, 2013, online)

Fig 54, Samuel Wilkinson Table, 2013

77

Benjamin HubertWho: Benjamin Hubert Known for: Plicate Watch

Description: Benjamin Hubert is a material driven and process led designer, these two factors plays a strong role throughout his design process. He won design of the year at the British Design awards in 2010 and his since gone from strength to strength in the design world.

“Benjamin Hubert creates timeless objects that do not do not respond to trends or fashion but rely on usability analysis, interaction, materiality, sustainability and a process of visual reduction.”(Benjamin Hubert, 2013, online)

Fig 55, Benjamin Hubert Table, 2013

78Fig 56, Plicate Watches, 2013

79

Mark Holmes

80

Who: Mark Holmes

Known For: LT02 SEAM TWO - Light

Description: Most know for working with metal, currently seen heavily in his new venture, design brand Minimalux. Mastering the art of creating simple yet beautiful desk items. Mark Holmes has previously created “The Lane” - a creative group which has already worked on projects for the Stella McCartney. He has worked with many iconic people and brands and is the most established and prestigious of the three designers.

“A designer with diverse talents and an eclectic background in the arts” (Archi Tonic, 2013, online)

Fig 58, Seam Two Light, 2012

Fig 57, Mark Holmes Table, 2013

81

Fig 59, Location Boxes, 2013

82

MARYLEBONE It has a number of other premium, very design led interiors stores so there’s plenty of relevant traffic in the area - Conran Shop, Designer’s Guild, Skandium, The White Company, Divertimenti etc.

ISLINGTONIt has cool stores, young experimental residents & Camden Passage. Alongside this Normann Copenhagen has quite an urban pared back feel that is quite Islington.

SHOREDITCHRedchurch Street has galleries & upmarket cool trendy furniture stores just by Brick Lane. or Truman Brewery, young, cool area. The area hosts an event on the first Thursday of every month when all the galleries in the area open up, stage. This will help to gain more footfall and attention.

Where? Locations

83 Fig 60, Design Festival, 2012Fig 61, 100% Design, 2012

84

When?The dates of Normann Copenhagen putting this into practice is crucial and must coordinate with the creative

calendar, this is why September 2014 has been chosen. During this time London will have a buzz and excitement

around it due to the London Design Festival that will be taking place during this time. The event lasts for ten days,

branches out across all of London and is one of, if not the biggest event in the cultural calendar.

This event will help to naturally generate footfall and bring in consumers who share a natural interest and

appreciation for design. The Festival is expected to attract 30,000 visitors this year and will generate a large amount

of press coverage and attention; these factors reinforce it being a credible time to introduce Normann Copenhagen.

Coinciding with the Design Festival will be Design Junction and 100% Design, these are two trade shows

showcasing contemporary design and again bringing in a large amount of design enthusiasts and industry

professionals. September will be a month of expression and design creativity making it the ideal time for Normann

Copenhagen to be heard.

Fig 62, NC Glass Block Light, 2013

04

87Fig 63, Online Offline Showroom, 2012

88

The boxes will appear in their locations for six days, the first three being blank, except for the

Normann Copenhagen logo and a QR code. This code will send those who scan it through to a

website revealing a countdown, information on the three product designers and a description of

what caused them to create their new product. Alongside this there will be tweets and information

being communicated from the Normann Copenhagen Facebook and Twitter sites. “Engagement

through social media also continues to be important and can’t be overlooked when it comes to

promoting cross-channel shopping behavior.” (Faulkner, 2012, Drapers)Social media is an important

communication tool to touch upon. It is quick, efficient and can inform those who already know, love

and follow the brand and more importantly will be the first thing those who haven’t heard of the brand

will search for. There will be encouragement for people to tweet and instagram, their thoughts and

pictures around the event during, before and after. This will be achieved via tweets counting down to

box, asking people to share pictures of their visit to the box or their purchase. “Social channels have

made it possible for retailers to not only enter into personal dialogue with fans but reach friends of

fans too.” (Parry(B), 2013, Retail Week) Alongside this it helps to reach out to original followers of the

brand on these sites, but also helps reach out their friends, to increase wider following and attention.

Marketing

89Fig 64, White Boxes, 2013

90

During the three days when the boxes are shut small white boxes will be passed out around

London. These boxes will be blank apart from, the Normann Copenhagen logo, a 4 digit

number and a QR code linking to ‘The Box’ section of the Normann Copenhagen website. This

section of the website can only be accessed via typing in the digits found on the promotional

white box. Once in this section of the website you have access to early entry to purchase the

collaborative pieces.

91Fig 65, Website Mock Up 1, 2013

92

93Fig 66, Website Mock Up 2, 2013

94

95Fig 67, Website Mock Up 3, 2013

96

97

Fig 68, De Zeen Magazine, 2012Fig 69, Desing Milk, 2012Fig 70, High Snobiety, 2013

98

Alongside this white cubes getting passed out to the public, they will also get sent to influential opinion

formers and early adopters such as journalists, design consultancies, PR companies, ad agencies and design

editors. Some of these will include:

Mother LondonElle DecorationWeheart.co.ukThe evening standardThe Guardian

However these cubes will differ to the ones being handed out to the pubic, as they will have an invitation on

them. This invitation will allow access to the opening of the boxes. Inviting the right people to this event is key

to generate as much press attention and coverage as possible.

99Fig 71, Invitation box & net, 2013Fig 72, Invitation, 2013

100

The event will be placed on the night

before the boxes open to the public. The

guests will have first look at the new

pieces the designers have created and

there will be talks from each designer,

explaining how they came to the

creation of their design for Normann

Copenhagen. The event will carry on to

reinforce Normann Copenhagen’s brand

values and the message of making the

norm seem unique..

At the event the food and drink served

will be traditional, but served with a

twist, making them feel more unique.

Alongside this there will be oversized

furniture made out of untraditional

materials. Once again confirming

Normann Copenhagens ethos to mix

the conventional and un-conventional.

Fig 73, NC Hanging Bell Lamp, 2013

05

103

Inside The BoxThe inside of the box, as previously mentioned will act as shrines to the new pieces created by the three product designers.

With each box being solely dedicated to one designers piece of work for Normann Copenhagen. However alongside this the

boxes will incorporate retail trends previously mentioned.

None of the items in the boxes can be taken away with you there and then, these boxes will take the role of a show room.

This is necessary as it is essential to reinforce to consumers that Normann Copenhagen’s main point of sale lies within their

online website. Normann Copenhagen only have one store in Copenhagen, so for the UK consumer online needs to be where

the transaction takes place. It would be unwise to offer them a method of payment that they could not use once the boxes

disappear. This also helps to demonstrate how user friendly their website is, that the brand are forward thinkers and they can

shop online with ease.

All items in the boxes will be issued with a QR code, Visitors can scan the QR codes to find out more about the products.

This will take the consumer directly to that item on the Normann Copenhagen website. From this point they can then easily

purchase the item on their phone. Once completing the transaction on their phone there is also an opportunity to tweet about

their purchases and that they did it from the Normann Copenhagen box. Visitors can also play with miniature furniture

models and take home postcards and fabric samples

104Fig 74, Pop Up Outside Views, 2013

105

Alongside this, there will be iPads and iMacs in the boxes. These will allow consumers to shop and browse the rest

of the Normann Copenhagen website and put through transactions if they so wish. This also helps to appeal to the

different types of consumer as not everyone will feel comfortable or wish to shop on their mobile phone.

The Normann Copenhagen boxes will incorporate show-rooming, m-commerce all under the roof off a pop up shop.

The boxes give the brand a physical presence for a brief time allowing consumers to share and experience a unique

experience with the brand. Furthermore this demonstrates Normann Copenhagen including a variety of different

consumer touch points in their shopping experience. The space is a convergence of online and offline, using the

showroom to improve the online retail experience and bridge the gap.

Fig 75, Pop Up Inside Mock up, 2013

106

107Fig 76, Inside Mock Up Sketch, 2013

108

These are mock ups of what the spaces will look like,

this demonstrates what they could potentially include.

However these will be changed once the designers have

created their product and interpret the space to how

they best feel fit, as the space is their area and platform

to showcases their product. Visual Moodboards have

been used to visual inspiration for the inside and outside

aesthetic of the boxes (See Fig 76 & 77).

109Fig 77, Technology Mock Up, 2013

110

111Fig 78, iPad Mock Up, 2013

112

113

MODERNIT Y WITH WIT

Fig 79, Modernity With Wit Moodboard, 2013

114

MODERNIT Y WITH WIT

115

TEXTURE INNOVATION

Fig 80, Texture Innovation Moodboard, 2013

116

117Fig 81, NC Raindrop Hook, 2013

118

The aim during this project was to raise the awareness of Normann Copenhagen over in the UK. The element that

was essential throughout was to translate the brand voice and essence to the consumer. It was imperative Normann

Copenhagen’s image; tone of voice and ethos was not compromised during this process. Their qualities of wit,

simplicity and ability to work with other designers have been expressed and communicated throughout every

aspect of this journey.

The current change in the retail climate and the need for brands to be innovative and engaging is more crucial then

ever before. As the consumers shopping journey changes, the retailers must too. It is mistake to think even if you

are an e-tailer that you don’t need to venture down the route of a physical presence. This does not necessarily have

to involve having a permanent store, it can be via the use of a pop up shop, show room or instillation. Normann

Copenhagen is predominately an e-tailer and this platform suits them and the current retail environment. Via the

use of the instillation/ pop up shop they have been able to have the rare opportunity to create a physical brand

presence outside of Copenhagen. They have been able to embody who they are and express their creative identity

to their consumer. The message of Normann Copenhagen has been heard.

Normann Copenhagen = modernity with wit, effortlessly making the norm seem that bit more special.

Gør den normale føler unikke

119Fig 82, NC Blue Food Layout, 2013

120

Fig 85, NC Garden Bench, 2013