Design House makes First Choice

Tour operator First Choice Holidays has chosen Design House to create the retail identity for its proposed 150-strong chain of shops.

Design House will produce brand identity, interiors and promotional graphics for First Choice, which decided last autumn to enter travel retailing after 25 years as a tour operator.

Fifty new sites will open in the spring followed by a further 100 by the end of the year, mainly in the South East. The new shops will supplement those acquired through the recent purchase of travel agency chains in Essex and the South West.

After researching the travel retail sector, First Choice hopes to carve a place in the market as a younger, more responsive and imaginative travel company which is able to offer customers a flexible and individual service.

Design House won the job after a credentials pitch which is understood to have involved Conran Design Group and 20/20.

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