Harper Collins’ in-house design team has created interiors, signage and point-of-sale material for You Zone, an area in Ottakar’s book stores that will consolidate the retailer’s rapidly growing Mind, Body, Spirit and Health sector. This is one of the book industry’s fastest growing sectors, experiencing a rise of £30m since 1998, according to Harper Collins’ research.
Harper Collins creative director Ben North says the area aims to replicate the ambience of a contemporary spa or hotel. ‘The idea is to make the zone more mainstream and accessible,’ says North. ‘It’s restrained and modern, but not ultra-hip.’
The design team has implemented a tonal grey and purple colour palette that differentiates the space but retains the standout and visibility of the books, adds North. It has also introduced a strapline – You are what you read – and used a Helvetica font to give a modern feel to signage.
You Zone will trial in Ottakar’s Milton Keynes and Canterbury stores from this month. Coventry and Truro are likely choices for the next phase of the roll-out of the zone.