Brand New works on Dr Who shop

Brand New Corporation is creating the Tardis-themed retail concept for the BBC Worldwide’s Doctor Who Experience, which will be the first-ever shop devoted to the TV show.

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The consultancy was appointed to the project at the end of last year, and began work last month. It says it won a five-way creative pitch, having been approached by the BBC on the strength of a Maybelline store it created in London’s Soho.

Alex Johns, managing director of Brand New, says, ‘It’s a very immersive experience – it’s like walking into a film set with 3D films and Dalek battles. We had to create a shop that would blow people away, so we took the Tardis and took design references from that.’

Brand New has also designed a mobile wi-fi platform that covers the entire experience, allowing visitors to use their smartphones to enhance the ‘immersive browsing experience’ and download promotions.

Johns says, ‘As the store will be there for a year, it has to be multifuctional, beautiful and reskinnable. It has to be on-brand and look as sexy as the rest of the show, but it also has to work very hard.’

He adds, ‘I don’t think we’d have done so well if we hadn’t have had a Whovian [Dr Who fan] in our midst.’

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  • Chris Foale November 30, -0001 at 12:00 am

    Looks amazing, although it isn’t the first ever shop dedicated to Doctor Who, there is already one in East Ham!

  • Chris Foale November 30, -0001 at 12:00 am

    Looks amazing, although it’s not the first ever shop dedicated to Doctor Who, there is already one in East Ham!

  • papi bahal November 30, -0001 at 12:00 am

    Yes the first and the only Doctor Who shop is in East Ham. Recently moved into the old West Ham shop with a very knowledgeable family running it. I guess the new store will lack that prsonal friendly service offered in the East Ham shop!!!

  • doctor who fan 01 November 30, -0001 at 12:00 am

    HI whoever owns this website not being rude please can you tell me if there will be a doctor who shop in blackpool or if there is anything to do with doctor who thanks

    p,s i love doctor who

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