Travel Choice, Reading and Crawley

Opened: May

Design: Design House

The design for First Choice’s new retail concept Travel Choice is customer-focused and aims to keep queues to a minimum. Customers are greeted at a reception desk and guided to the appropriate area in the shop. The space is divided into zones including the Relax area, which has brochures, a coffee shop and kids’ entertainment packs.

Travel Choice has free-standing touch-screens, an in-store sound system ‘featuring evocative sound bites and interspersed with favourite holiday tunes’, according to a Design House spokeswoman, and booking booths, which are designed to create a personal and relaxed environment.

Along with the interiors, the consultancy has created the identity, window graphics, point-of-sale material, and brightly-coloured icons indicating each holiday option. There are 43 Travel Choices so far, averaging 140sqm.