Boots the Chemist is planning to extend trials of a pale green store facia which has been on trial in London’s Notting Hill since last November.
The facia, designed by an in-house team and installed during a facelift at the branch, aims to give a “higher quality appearance” to stores with the use of new materials.
The design moves away from the traditional Boots colouring in favour of a green backdrop to the existing blue logo. But the retailer is playing down the green element. When initially asked about the trial a spokeswoman said she could “categorically say there is nothing green”, about the Notting Hill store.
Following further investigation the retailer has revealed that the facia is formed of a new clear acrylic material made especially for the company by ICI. “Depending on the light there is a very slight mint tint to it,” caused by “an opaque white vinyl behind the glass-like acrylic material,” concedes a spokeswoman.
The Notting Hill test has convinced the retailer of the durability of the new materials, which are now to be installed in a further seven stores.
The chain has not yet decided which stores will be involved in the wider trial.