Change Retail develops Shop at the Savoy programme

Shop at the Savoy, a luxury shopping service aimed at guests at the Savoy hotel and shoppers at large, is launching this week.

Work on the service, which includes branding, retail, interior and digital design, is being delivered by retail service consultancy Change Retail.

Change Retail was set up earlier this year under managing director Simon R Thompson, who had previously worked for Saatchi & Saatchi and Four IV. The company comprises a Creative Council of people with experience in retailing, hotel management, branding, interior design and
other areas.

The Creative Council includes creative consultant Valerie Wickes, creative director at View Creative. Wickes has worked on the design of the Shop at the Savoy magazine.

Also on the Creative Council are brand director Claire Sokell Thompson, former worldwide brand strategy manager at Orange, and creative
consultant Yasmin Sewell, who has worked as chief creative consultant for Liberty.

Working on the project are: James Kerr of Chalk Projects, who has developed the branding and copywriting; Ian Haughton of Morning Design, who has worked on the graphic brand communications; Philip Dolman of Studio DB, who has worked on the interior design; Eva Hoff
of Skywire, who has worked on the website and digital design; and Kate Henderson, who has designed models.

The Shop at the Savoy service will be available through the Shop boutique at the Savoy, as well as through the Shop TV channel in Savoy hotel
rooms and the website.

Eighteen cabinets around the hotel operate as a shop window for the service. In the run-up to the launch they have an Alice in Wonderland
theme and some cabinets will also feature augmented reality installations.

Change Retail has been contracted to deliver the service to the Savoy for ten years initially and for the first year it will be exclusive to the Savoy.

Savoy hotel

The Savoy reopened in October following a £100m refurbishment by Pierre-Yves Rochon and architect Reardon Smith

The refurbishment has seen a new bar and a royal suite brought in

’Personality suites’ reference Maria Callas, Charlie Chaplin, Marlene Dietrich and Frank Sinatra

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