Diefenbach Elkins Davies Baron has created new interiors and identity for Our Price, to debut in Edinburgh next month.
The concept will roll out to the 229 Our Price stores if successful. Store expansion will depend on the planned management buyout of Our Price from Virgin Entertainment Group.
Our Price is seen as the default option by customers, and the challenge was to encourage browsing, says client commercial director Neil Boote. The brand’s personality will be conveyed in the graphics and soft fit, he adds.
Meanwhile, Virgin Megastores has introduced the new position of brand development manager to handle store design.
David Alder, previously marketing manager for Virgin Cinema, took up the post on Monday.
“Interactivity is the key area we can develop,” he says. Redjacket is designing interiors for sites at Bluewater and Glasgow.
See News Analysis, page 7