Thorntons develops new interiors and identity designs
Chocolate brand Thorntons is rolling out new interiors concepts, the first of which are being designed by consultancy Inspire; with the brand also saying it may launch a new visual identity in the near future.
Inspire has created the designs for three concept stores in Birmingham and Liverpool, which opened in October last year and last week respectively; and also at Bluewater shopping centre, Kent, set to open in a few weeks time.
It has now been reported that the brand is to spend up to £6m into refitting 75 stores over the next three years, though Thorntons would not confirm when these would open or their locations. A Thorntons spokeswoman says much of the upcoming work would be done in-house.
She says, ‘The design for any other new store refits going forward will primarily be done by our in-house design team, led by our new head of design Alan Davies. At this stage we don’t know if an agency will be involved or not.’
She adds, ‘We are actually in the process of going through a new brand articulation and potentially a new visual identity’, though could not confirm if other consultancies will be involved in this.
The concept stores created by Inspire feature ‘More bling, more product talk and more emphasis on Thorntons enormous product range’, according to the consultancy’s website.
The Birmingham site uses a magnetic paper background at the shop front to allow the backdrop to change according to different promotions and events, with the interiors featuring detailed lighting in overhead ceiling rafts and shelf-level product lighting.
Inspire also introduced ‘pick ‘n’ mix’ sweet tube feature to display the Moments range; and used a gold store front to ‘create a modern look with ties to Thorntons’ nostalgia’, according to the consultancy’s website.