Speedo system takes shape

Leading swimwear manufacturer Speedo International is launching a new in-store merchandising system next week, developed by Leicester design consultancy Checkland Kindleysides.

The system, which will go into outlets around the world, features a range of free-standing gondolas, plus fixed wall bays. A unitary socket system allows arms, shelves, signage and lightboxes to be plugged in, facilitating a number of different merchandising scenarios.

Checkland Kindleysides account director Wendy Ingham says: ‘The original brief was to create a universal and flexible system, suitable for use within all retail environments, including concessions, creating a powerful and consistent area within the store.

‘It must also work alongside the stand-alone store at Bluewater, designed by us in March 1999, and be flexible enough to display Speedo’s range of merchandise, which includes swimwear equipment and apparel,’ she adds.

As Speedo is a market leader in creating swimwear using the latest technologies and materials, the innovative nature of the system is emphasised. It is constructed from a skeletal steel frame, shrouded in a moulded plastic skin.

‘This is intended to reflect the core Speedo product – the swimsuit that relies on the body to give it its shape and form,’ explains Ingham. Translucent frosted plastic has been used, evoking the water in a swimming pool and also revealing the steel structure underneath.

She claims that because the light, hardwearing, flexible and modular system can be customised to fit various retail locations, it will make the process of shopping for Speedo products ‘a more distinctive and pleasurable experience’.

Speedo international marketing manager Paul Phedon says: ‘It had to be able to work globally and in any retail environment. The design focused on longevity. We recognised that the system could work in a mono-brand store and in general retailers, so it had to operate across both categories.’

Design: Checkland Kindleysides

Senior designers: Richard Collier and Lee Draycott

Client: Speedo International