The consultancy was appointed to the project in late summer 2011, due to an existing relationship with the brand’s UK distribution company Shafii and Schmid.
Sophie Pinder, Sheridan and Co. account director says, ‘The brand had been in the UK before but never really had the success it had in other countries, so they’re really keen to highlight some of the hero products. Before, they had used things to emphasise the word “freeze”, like ice-cream cones, but that didn’t really reflect the price point of the product.’
Pinder adds, ‘They didn’t have a huge amount in terms of product shots or model shots so we had a pretty free rein.’
The concessions aim to create a more ‘premium feel’, according to Pinder. The spaces will use the teal and red brand colours, and feature a product tester bar and a lot of mirrors to accommodate the consultations and product testing for customers. Each space will use a screen showing product infomercials.
The first site will open in London’s Oxford Street branch of Debenhams, with the two further confirmed sites opening in Colchester and Belfast later in March. The concept will be rolled-out into approximately 22 Debenhams branches in all.