Marks & Spencer is to introduce a revamped identity for its wines, beers and spirits retail space designed by Brandhouse WTS, in a bid to build sales of its alcohol range.
Brandhouse won the work, that will ultimately be worth £150 000 to the group, after a strategic, three-way pitch in May.
The new look launched last week at the company’s flagship store in Bluewater and will roll out to 15 stores across the country by March 2004.
Brandhouse chairman and creative director Mark Wickens says the group initially concentrated on the drinks area’s layout. ‘The way it’s laid out now – straight up and down, line by line – is stopping people from crossing the threshold. We’ve opened up the space into an ‘x’ shape, so that they’re physically invited to walk in.’