London group Carte Blanche has designed branded clothing departments for Italian hypermarket giant Iper – its first project in Italy. Working in conjunction with global branding consultancy Perception, Carte Blanche has created retailing concepts similar to those normally found in department stores.
The retail environments for Iper’s own-brand children and menswear divisions aim to be more attractive for consumers. The consultancy has broken up the long aisles normally found in supermarkets with formal meeting points, and the walls that separate each department are higher than normal to give the impression of greater intimacy.
“We had to remember that consumers are still wielding shopping trolleys and retain aisle width,” says Carte Blanche partner Su Davies. In a nod towards traditional department store retailing, she says clothing on-shelf is displayed at a less oblique angle for maximum ease of viewing, as consumers can be pushed for time.
The first store featuring the new format launches in Alba Adriatica, near Rimini, at the end of October.
A nationwide roll out across a further three existing stores is planned before Christmas.