Four IV says it was appointed about ten months ago following a competitive creative pitch, but declined to disclose the names of its competitors. This is the first time that the consultancy has worked on a Tesco project.
Four IV creative director Chris Dewar-Dixon says, ’We are delighted to have been chosen by the F&F team for this exciting new project. We look forward to bringing its vision for the brand to life with a store design that will establish F&F on the high street.’
Four IV claims that it is ’just working on this project at this moment in time’, although Tesco has ambitions to roll the concept out worldwide.Tesco says in a statement that since entering the Czech Republic, Hungary, Poland and Slovakia in 2008, the F&F clothing brand has ’earned great market power and brand recognition by meeting customers’ calls for great quality, affordable fashion and outstanding value for money’.
The retailer claims that F&F is in the top three fashion retailers in central Europe. F&F Prague is due to open in October in one of the country’s biggest shopping malls, the Palladium Centre.
It will be used to showcase F&F’s autumn/winter collection (pictured). Historically, Tesco has worked closely with Fitch to develop some of its store concepts.
Earlier this year the supermarket retailer headhunted Fitch executive creative director Simon Threadkell, making him director of design and format at the supermarket.