Carte Blanche creates Sweaty Betty interiors

Dixons stores Group launched @Jakarta last Saturday, a software and games outlet created by Rodney Fitch, AD Creative and the client’s in-house team.

AD Creative worked with the client on strategy, with Rodney Fitch and the in-house team creating the identity and interiors.

The store opened in Essex’s Lakeside shopping centre and only incorporates the Dixons brand in subtle ways, says @Jakarta general manager Nick Wood.

“The whole concept is based upon being helpful and informative. The staff are experts who can either recommend products to fanatics or help explain things clearly to beginners. And everything is very clearly labelled,” says Wood.

New media group Fahrenheit 451 is working on a website for the new retailer. This will launch in December and will be developed well into next year.

A second branch of @Jakarta will open shortly in Brighton. Wood plans to open around 80 outlets altogether but will not give a timescale for the rollout.