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EB Games/Zing Hybrid Brand Merchandising System
Retail Store-In-Store Design: Portfolio
Owned by Gamestop (US), EB games operates 300 EB games and 80 Zing Pop Culture stores across Australia. A particular challenge for them is retaining flexibility across their retail channel spaces to present varying mixes of the two brands using the one fixture system.
When they approached DIAM with the brief to design a new system, the five strong design team including myself moved quickly to understand the complexity of requirements across their brands and SKU's as well as the requirements of staff and customers.
Following a thorough process of cross-team collaboration, brainstorming and ideation, the team developed a winning pitch before executing technical design engineering, testing and validation of all components, production, QC and installation.
Of note is that the solution reduces the inventory of fixture parts and can be disassembled for re-use or recycling.
A successful and flexible solution, the system has been considered for roll-out throughout Gamestop stores across North America.
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Retail Store-In-Store Design: Headliner
Retail Store-In-Store Design: Pro Gallery
Skinceuticals David Jones Store-in-Store
Retail Store-In-Store Design: Portfolio
Owned by L'Oreal, Skinceuticals is a premium brand of skin treatment products and associated diagnostic /treatment processes. Unique in their portfolio of brands, it required a very different visual merchandising approach.
When L'Oreal approached DIAM with a brief to design a new store-in-store space within David Jones, the team including myself moved quickly to understand the specific and complex requirements across its products, treatments and SKU's as well as requirements of staff, customers and wider stakeholders.
Following a thorough process of cross-team collaboration, brainstorming and ideation, the team reached an approved layout and concept before executing technical design engineering, testing and validation of all components, production, QC and installation.
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There were significant team and personal challenges in venturing beyond a usual 'mass production' mindset to execute a premium single-site store-in-store of this nature, and the result was an exceptionally high quality result which raised the brand profile leading to increased sales and a multi-site strategy.
Retail Store-In-Store Design: Headliner
Retail Store-In-Store Design: Pro Gallery
La Roche Posay Store-In-Store
Retail Store-In-Store Design: Portfolio
A success story stemming from transformational innovation in retail merchandising, L'Oreal and DIAM Australia collaborated to first design trial store-in-stores within devoted areas of Priceline Melbourne's Bourke Street Mall store. This trial execution was so successful it led to DIAM converting spaces within several prominent Melbourne locations for L'Oreal Paris, Maybelline and La Roche Posay brands.
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Pictured here is the La Roche Posay store in store concept for Chemist Warehouse at Chadstone shopping center, Melbourne. The team delivered a state-of-the-art merchandising center hiding a deep complexity of technical detailing to ensure all AV, signage and lighting elements remained hidden but serviceable, with shelf and stock configurations completely configurable.
Retail Store-In-Store Design: Headliner
Retail Store-In-Store Design: Pro Gallery
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