Retail snapshot: Summer 2015

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T h e Tr u e St o r y t e a m h a ve s h o p p e d o ve r 1 0 0 b ra n d s d u r i n g t h e s u m m e r.

H e re ’s a s n a p s h o t o f w h a t c a u g h t o u r e ye a n d t r u l y e n g a g e d u s a s c o n s u m e r s , i n f l u e n c i n g o u r s p e n d i n g a n d s o c i a l m e d i a u s a g e .

SUMMER SNAPSHOT

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© Copyright True Story. September 2015

SUMMER SNAPSHOT

APPLEWe were wowed by the 6-week takeover

of all 24 of Selfridges London’s iconic windows.

Created to support the launch of Apple

Watch the beautiful installation is made

from over 6,000 flowers, designed to feature

unique configurations of the Apple Watch.

The windows featured eight different flowers

all taken from the watch’s moon faces and

transformed into 3D prints.

The latest instalment follows on from

two previous displays, ‘Butterflies’ and

‘Chromosphere’, both designed to mark

the opening of Apple’s store-within-a-store

concept that was launched at Selfridges

London in April.

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SUMMER SNAPSHOT

HEAL’SSimple and so effective. Heal’s brought

their summer campaign to life with iconic

British summer obsessions, from the beach

to cricket and tennis. The overall effect

was quirky, unique and hugely impactful.

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SUMMER SNAPSHOT

INTUSome retro fun with The Beano Takeover –

joke telling, free comics, a roving Dennis

and even a pop-up Dennis-themed

birdhouse to explore.

Shopping centre events across the summer

can be a bit same-old same-old, but hats

off to this approach which was something

different, well executed and injected some

fun into the shopping experience.

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SUMMER SNAPSHOT

JOHN LEWISTheir ‘Things we love this summer’ campaign

included the chance to sit back, relax and sip

a cocktail at the Summer Retreat on the rooftop

of their flagship Oxford Street store.

From watching the tennis, taking part in yoga

classes, enjoying pick-me-up juices and Italian

food, plus the chance to try products, including

the Marc Jacobs fragrance hut – the roof was

buzzing with activity.

Being in the heart of the capital on a sunny day,

with things to do, people to meet and things

to buy. What’s not to love?!

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SUMMER SNAPSHOT

LIBERTYCelebrating 140 years of unique, covetable,

stylish home and fashionwear, their

anniversary campaign was multi-layered,

had real depth to it and was brilliantly

executed (as always).

Engaging events and reasons to buy

included 140 must-have products,

free luxury chocolates with over £75 spent,

a new Liberty fabric design and even

a commemorative book to generate

customer content and engagement.

We also loved their idea to commemorate

the 100th anniversary of the Women’s

Institute with their showcase window,

featuring a specially commissioned,

handmade quilt using iconic Liberty

fabric patches.

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SUMMER SNAPSHOT

SELFRIDGESAn 8-week campaign themed around

The Great British Outdoors saw a very

simple but superb approach to driving

store footfall and encouraging whole

store shopping.

From BBQ masterclasses, festival

must-haves to a Strawberries & Cream

Bar, everything felt quintessentially British,

even down to the umbrellas hanging

as high-level theatre.

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focus of the concept are the “inventions” of eight finalistsfrom the Lexus Design Award which serve muses for theexperience. Alongside each invention STORY curates a rangeof objects that explore a driving element of the creator’sprocess: a material like wood or paper, an idea, a color, or afascination with light.

There’s Iris (http://www.designboom.com/project/iris-2/), amesmerizing light piece, MNote(http://www.designboom.com/project/mnote-mnemonic-note/) a writing pad that aids memorization, LUZ(http://www.designboom.com/project/luz-3/), an emotivelight piece that responds to changes in climate, Embodimentof Fractal

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SUMMER SNAPSHOT

STORY NEW YORKWe’ve always loved this inspiring retail concept,

which undergoes a head-to-toe transformation

every 4 to 8 weeks to offer a unique, editorialised

shopping experience based on a theme, trend

or issue.

Set in a 2000 square foot store located on

Manhattan’s 10th Ave, STORY takes the point

of view of a magazine, changes like a gallery and

sells things like a store.

This approach is truly immersive for customers

and suppliers, helping to support creative talent

across an eclectic mix of product categories and

bringing little-known brands to the high street.

This summer’s theme was ‘creativity’ – a spotlight

on innovation and design. From an LED artist to

a glitch-inspired fashion designer, plus PitchNight

saw designers from across the country flock to

give a 3-minute pitch to an expert panel.

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SUMMER SNAPSHOT

TOPSHOPWe loved the idea of #MyEndlessSummer - a free

TopShop music festival that toured the US over

the summer, with free tickets being given away

at stores in the relevant city.

#PostcardFrom saw images posted by fashion

bloggers and influencers travelling around the

world wearing TopShop and blogging. Each post

on the TopShop blog Inside-Out posts a link to

where you can buy the outfits worn in the blog.

Each blog post has with it a gallery of images,

not just focusing on the clothes. A brilliant way

to communicate the lifestyle.

An in-store promotion of photo workshops,

tied in with the postcard campaign, with

workshops teaching you how to photgraph a

city, in collaboration with Olympus Pen. Hosted

by fashion journalist Pandora Skyes and blogger

London Beauty Queen (LBQ) for maximum kudos.

Last and not least a total Oxford Street revamp

saw TopShop Playland – an engaging chance to

come in and play for the chance to win anything

from a lipstick to £500, all managed via tweets,

with a version to play on online too.

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SUMMER SNAPSHOT

WESTFIELD STRATFORDTo fit with their lifestyle destination positioning,

Westfield created their London Summer

campaign with style and sass.

The essence of summer was alive and kicking with

a beach club, pop-up Wall’s ice cream experience,

free live music festival and even a zorb ball pool.

The E! VIP red carpet experience gave shoppers

their moment of fame, generating social

media content.

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SUMMER SNAPSHOT

True Story is a creative agency for retailers and brands.

We create store concepts, visual merchandising, retail campaigns and communication for any step on the customer journey.

We work in 3D, 2D and the virtual world. Combining the inspirational and the practical, we work with retailers of all sizes,

from high street names to small independents.

Our branding and packaging division works across the spectrum from original concept to range refresh and everything in between.

We know how to present product in any medium, from shelf stand-out to showcasing in print and online.

And such is our love of all things retail and brand, we’ve created our own – White Hot.

See some of our recent projects on our Creativebrief showcase.

Speak to Carrie or Michelle:

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