Brief

Fitch has designed new ‘photocentre’ shops for Fuji called Fujilab. Destined for hypermarkets and shopping centres throughout France, Fitch’s design for the Fujilab was presented to Fuji, and onwards to retail chains such as Auchan, via a walk-through video animation rather than a scale model. Fitch called in Jason Saunders of Pixel Perfect Computer Animation who built the computer animation from plan drawings and display artwork, including textures, light sources and graphic displays. Saunders says:

‘Presenting a walk-through animation avoided the typical frustrating crush of clients around a scale model, all trying to understand the design and imagine what it would look like.’ Fitch associate director Steve Potts says the project evolved from a look at graphics through to the whole concept, including a new software system now being developed.