Coley Porter Bell has designed graphics, signage and interior concepts for wedding planner Confetti’s flagship store in London’s Tottenham Court Road, which opened on 31 July 2002.
The work, which commanded a five-figure fee, is intended to create a market appeal that stretches ‘from Argos to Harrods’, according to Confetti joint managing director David Lethbridge.
The consultancy has ‘refined and extended the core of the [brand’s] petal identity’, which it first developed shortly after Confetti’s launch in 1999, according to Coley Porter Bell client director Alastair Jones.
The Confetti logo and a colour palette of lilac and dark purple figure prominently on wall posters and graphics, but the use of photography in-store has been avoided, says Jones.
‘It’s about not being clichÃ©d in how we communicate the whole wedding experience,’ he says.
The centrepiece of the store is an enormous mobile over the stairwell, containing 400 confetti petals, says Lethbridge. Two plasma screens in the basement floor of the store contain graphics sequences also designed by the consultancy.
Confetti’s move into the ‘bricks and mortar’ retail environment builds on its success as an on-line event planning company. The brand acquired the homewares business Jerry’s Home Stores in May, which adds a further range of wedding gifts to its event-planning function. Lethbridge says the aim of the Tottenham Court Road store is to become a one-stop, multi-channel solution for special occasions.
He says there is a likelihood of more Confetti stores opening in the future.