Group effort for Waterstone’s

BDG McColl and Interbrand Newell and Sorrell are jointly working on Waterstone’s new flagship store at 203-206 Piccadilly in central London. The store will open on 14 September.

The eight-storey Grade II listed building will be Europe’s largest bookshop, housing over 250 000 titles. There will also be four different food and beverage outlets throughout the store, including a self-service News Café, a formal restaurant, a bar and a drink and snack venue.

BDG McColl is branding the four eateries, while INS is responsible for in-store graphics.

“We were commissioned to recreate the success of the Glasgow store which opened in September 1997. We are evolving the Waterstone’s brand while amplifying its existing strengths,” says a BDG McColl spokeswoman.