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The Client

Formerly part of Lloyds, TSB is the British bank that’s proudly different from others.

The Opportunity

To create a relevant future-proofed, future enabled blueprint branch for TSB that challenges convention and takes on the ‘big banks’. Household was asked to design a high street bank that helps its local community to thrive, giving customers the services they want and need.

The Transformational Solution

We designed a ‘right-brained’ bank experience for TSB’s customers – one that heroes warmth, service, human interaction and relationships.

The branch sets out to be the best ‘store’ on the street – one that lives by its values. Creating a space for conversation led to an innovative way of laying out the bank and servicing customers. Household designed three zones – Transact, Explore and Consult – to deliver the customer varying speeds and degrees of open to private service, allowing TSB to flex the offer across its estate.

Key experiences:

– A digital welcome shows customers today’s weather, opening times and benefit-led banking opportunities.
– The central ‘Touchstone’ guides customers to each zone, and also serves as both cashier and personal banking and learning destination.
– The conversation wall houses a 4K touchscreen with local maps, banking tools, house prices and fun stuff for kids.
– Umbrellas are available to borrow, and staff – partners in TSB – are visible and welcoming.

The Results

Household’s sustainable solution for TSB is scalable, flexible and transferrable to formats from automated to self-automated to serviced. It’s an old bank that’s new; that reflects its local community, yet is unmistakably TSB.

Customer feedback –
“This is superb. The inside has a real impact, draws you in”
“Very welcoming. It looks ‘new age’, invites people to come in. Different and not the normal boring look of a branch”
“Doesn’t feel like a bank but more like a phone shop or café”
“Up to date, confident, professional. If this is TSB for the future they have moved to a higher level – the other establishments need to take notice”

TSB

A bright smile on the high street

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The Client

British retail group the John Lewis Partnership, and Italian premium eyewear producer Luxottica.

The Opportunity

To create a dedicated in-store John Lewis Opticians in partnership with Luxottica, to offer customers the leading mix of fashion brands, combined with quality eye care and the Partnership’s trusted service.

The Transformational Solution

Household’s first in-store John Lewis Opticians for Westfield Stratford and Cardiff has been designed with servicing the customer firmly in mind, whether they are an ‘eye carer’ or trendy spec’ wearer. The ‘service all around you’ concept invites them and the stores’ Partners to move effortlessly between assessing personal style and selecting brands, to receiving eye care and easy mobile payment. Gone are the waiting rooms of old.

Customers have the pick of fashion eyewear brands – from Armani, to Prada, to Ray-Ban – and receive a style service including face measuring and frame suggestions on digital screens uploaded with their photograph. Hi-tech 3D scanners are used both for eye tests and for storing digital images of customers’ eyes for continuity of health consultation on their next visit. ‘Dressing tables’ bring an informality to the service, with frames held on nearby timber display dressers enabling an uninterrupted, seamless service. Soft materials and John Lewis’ warm green and copper palette exude reassurance and trust in this specialist category.

The Result

Trial stores are being tested at Cardiff and Stratford Westfield shopping centres.

“The way it’s laid out is the perfect blend of the homely and the clinical feel required”
“People volunteer to refer their friends and family and even write to say thank you”
“I have never seen a practice like it in my 10 years in optics”
– John Lewis Partner

John Lewis Opticians

Top class eye care

05_BBsWarehouse

The Client

Conviviality Retail, owner of the Bargain Booze and Wine Rack franchises.

The Opportunity

To develop an accessible bulk convenience franchise format to offer customers a category killer shopping experience in Beers, Wine and Spirits. Household were brought in to create a proposition, brand and format experience to match unmet consumer needs in the market. The concept should link to the values of Bargain Booze, but have its own destination appeal. The store should give the customer a differentiated experience – one of inspiration and stand out value ideas.

The Transformational Solution

To cut through the market, Household developed a concept that’s big on price and on personality. This was named ‘BB’s Warehouse’ by Household to keep it related to – but independent from – Bargain Booze, with ‘Warehouse’ saying ‘BIG’, and without announcing product specialisation such as wine.

BB’s Warehouse is a bulk buy warehouse format with all the convenience and benefit of an off-license. Target customers are those buying large: occasion buyers, students, and those shopping conveniently for home.

The brand marque is drawn from the bottles BB’s Warehouse sells – modern typography, with a ‘shine’ that ‘smiles’. The brand personality extends into fun iconography to drive out communications, such as the ‘Big Bear’ – this signifies colossal deals and is derived from BB’s. This iconography is designed to bring personality to permanent deals, always giving the customer more reasons to shop here, and return.

A backdrop of bare textures like brick and wood, overlaid with pops of colour bring warmth and personality and play host to signage offering up BB’s Warehouse’s navigation. It also serves to punctuate the mid-floor space with ideas. The signage shouts cheerfully and unashamedly to tell its deal-led customer they’ve come to the right place, encouraging exploration of the offer and reminding them that whatever quantities they buy, they’re still getting a bargain.

‘Go large’ invites bulk buying for better deals, ‘Mix and match’ encourages exploration of the choice, Stag and Hen party signage gives inspiration and unique bundles for big parties, while ‘Pay less here’ marks out the tills with pride.

The Result

“The brand is bold, fun and democratic. Too often shoppers are nervous about making the right choices when it comes to beers, wines and spirits, so this new format is designed to encourage shoppers to browse at their leisure, try something new and tailor the deals to suit their taste and budget.”

Diana Hunter, CEO of Conviviality Retail

BB's Warehouse

Buy little, go large – the best of both worlds

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The Client

Cornish seaside Watergate Bay Hotel, famous for the beach-based Extreme Academy.

The Opportunity

To answer Executive Chef Neil Haydock’s brief to extend the ‘active relaxation’ concept Household developed for the hotel’s not-spa experience right through to its main dining space.

Household’s design had to do multiple things, from dealing with high-traffic self-service breakfasts for guests including children and pets, to accommodating evening diners of couples and groups. Its use by wedding parties was also considered.

The Transformational Solution

Zacry’s is a social foodie experience. The social dining spaces are choreographed to create the perfect blend between the enjoyment of great food and good times.

In order to perform its many tasks seamlessly, Zacry’s had to be a linked space, but also one that was subtly divided.

Household has created within it, a main dining room with zinc-topped refectory-style tables through its centre; an open kitchen area of leather-clad family booth seating; and a bright orangery-style terraced extension with floor-to-ceiling windows.

Each space is linked by a chevron floor – realised in practical black and white stone tiles in the kitchen and orangery areas, and in solid oak in the main dining room. Panelling similarly unites the space, while feature lighting marks each area out: oversized domes in the refectory, delicate brass fittings in the orangery, and box pendants over the kitchen area’s booths.

The main dining room’s restaurant-facing zigzag of tan leather banquettes are backed by the orangery’s black ones, as intimate pockets with amazing views across the bay. Throughout the space there are options for every kind of group or party, including a round table set in a quiet curtained-off space and a private club-style dining room by the wine cellar wall.

Foodiness is celebrated in the openness of the kitchen. Zacry’s is a place with a ‘chef’s table’ feel, where the inspiration is the cuisines of the wider world but the ingredients on the plate are Cornish through and through.

The Result

The refined experience and targeted menu at Zacry’s has seen an increase in non-resident diners of 275% in the year from August 2013.

According to guest feedback and TripAdvisor reviews, the breakfast at Zacry’s is now a highlight of a stay at Watergate Bay Hotel.

Watergate Bay Hotel

Dishing up relaxation at Zacry’s

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The Client

Meny, a leading Norwegian supermarket that’s part of the NorgesGruppen group.

The Opportunity

To give Meny a brand presence and personality.

Household had to build the brand’s fresh food offer as its key strength, while engaging their loyal customer – the 45- to 65-year-old foodie shopper. The design also had to attract younger families and city professionals as the future generation of customers, especially with the emergence of food in Norway as a lifestyle consideration for these audiences.

The Transformational Solution

‘We exist to help people eat better’ is Meny’s brand position and standout characteristic against competitors. In a market dominated by discounters shouting price and value, Meny is the first to care about what people eat.

Household has created an environment that shows why Meny is different – and better. Heroing the freshness of the product is key. Display units in Bakery and Fruit and Vegetables flex responsively to stock levels throughout the day, so displays always look abundant. Meanwhile, a wooden ceiling raft holds the fresh counters perimeter together, creating a point of intimacy and spotlighting the vibrancy of the products.

The brand is a storyteller, encouraging routine-led shoppers to swap different ingredients into their standard recipes from Meny’s quality products. There is visible expert presence – from staff and chefs, to inspirational hints, tips and ‘perfect combinations’.

This specialist authority breathes through the physical store, with maturing cabinets making whole cheese wheels and drying meat carcasses visible and available to purchase. In addition, the Meny Lauget (guild) – the ‘best of the best’ of in-store experts – has been elevated with a ‘seal of expert approval’ initiative for hero products.

The Result

The new store’s turnover is within budget and it is delivering on key performance parameters such as high share in the fresh produce departments. The store is perceived as warm and abundant, with feedback from customers being very positive.

“What impressed me during the process was Household’s ability to absorb knowledge regarding the Norwegian grocery market, especially in terms of consumer behaviour and the local competition. This was crucial for us in order to create a concept that was adapted to local conditions within the set timeframe.”

Vegard Kjuus, Chief Executive Officer, Meny

Meny

A fresh food authority

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The Client

Dunhill Tobacco of London Limited, a premium international brand established in 1907 on Gentlemen’s Row.

The Opportunity

To develop the 1,100 sq ft of premium retail space at 1A St. James’s Street, London into the spiritual home of Dunhill.

Household built its approach around the ‘aficionado’, an adult smoker who is a curious explorer of life and its pleasures, and a seeker of insider knowledge and experiences. The destination had to be visibly distinctive, offering services that were irresistibly intriguing.

The Transformational Solution

Household elevated Dunhill Tobacco of London Limited as a symbol of confident indulgence. Rather than a formal gentlemen’s club, this had to be an aspirational lifestyle hangout, where touch, rituals and social space connect in a way both ultra contemporary and rooted in heritage.

The destination is full of rich, creative cues, beginning with its unexpected sculptural ceiling installation of cedar ‘leaves’ popping through its brick and stone exterior arch. From this, there’s recognition that something extraordinary happens here.

A parquet floor links the Sampling Lounge and Humidor, its timber planks interspersed with several of copper. Etched on these are quotes celebrating the indulgence of tobacco. In the Sampling Lounge guests try cigars in comfort and privacy; in the Humidor, regular customers’ personal cigars are kept in optimal conditions in 56 copper humidors.

There’s also the Master Blender’s Room, whose heart is the Tobacco Table. Here an engraved copper wheel holds different tobacco types from around the world. The aficionado can touch and smell the product as part of an overall experience that is more sensorial, less sales. It’s about a deep, emotional connection with the brand.

The Result

This is an ultra-contemporary lifestyle tobacconist store rich with ritual. Its curated collection is successfully presented with knowledge, heritage and modern cues.

The new store design attracts over five times the previous footfall, and dwell time has doubled to over an hour. Sales are dramatically exceeding targets, with a sales uplift of over 390% and 82% of visitors making a purchase. It is now a blueprint for future physical and digital activation.

Dunhill

1A St. James’s new heritage

02_Bargain_Booze_Project

The Client

Conviviality Retail, owner of the Bargain Booze franchise.

The Opportunity

To develop a consistent, ownable personality for northern off-licence Bargain Booze, to re-ignite pride in the brand through ongoing marketing initiatives.

Household repositioned Bargain Booze as ‘in the entertainment business’, recognising a series of campaigns that could bring this to life for customers as promotional in-store marketing events, while also encouraging them to shop local at Bargain Booze.

The Transformational Solution

Building on the store as an entertainer, Household conceived the ‘Happy Hour’. Aiming to attract workers on their way home, this fell between 5 and 7pm, Monday to Wednesday – times when footfall at Bargain Booze was often low.

Bringing the personality of the pub to stores, the campaign is named after a widely recognised call to action. Secondary messaging of ‘as if it wasn’t cheap enough’ boosts the ‘don’t miss out’ message, while beermats are an unexpected disrupter – not usually associated with retail, they show Bargain Booze’s fun, sociable character.

This ongoing campaign places three brand partners on promotion at a time, and can be flexibly incorporated into stores. It can exist through promotional mechanics, outdoor advertising, online, retail point of sale and the beermat pickups. Across the board it’s playful, with Bargain Booze’s new ‘smile’ iconography reinforcing the message that this brand is charming and energetic.

The Result

During promotional periods, ‘Happy Hour’ has seen a 25 per cent uplift in sales in participating stores. The iconic campaign has longevity and scope to evolve.

Bargain Booze now occupies a unique platform, entertaining its customers while offering them irresistible perks.

“With the introduction of the ‘Happy Hour’ promotion, Bargain Booze has tapped into the consumer’s desire for an everyday reward as he or she transits from work to play. The simplicity of the message and strength of the promotion has made it a success.” Rob Noble, Head of Convenience, Carlsberg UK

Bargain Booze

Making shoppers happy

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The Client

Conviviality Retail, the new owner of British high street off licence Wine Rack.

The Opportunity

To increase Wine Rack’s appeal to shoppers – both those with wine knowledge, and those with an interest in it. This pilot store at West Byfleet was to be a less pressured retail environment.

Household saw the gap between supermarket wine deal shopping and fine wine merchants as an opportunity. There was a call for a new wine specialist offering an informal, informed, inspiring and inclusive take on wine buying.

The Transformational Solution

The blueprint for Wine Rack is designed around ‘wine styled for life’. It pushes the boundaries of wine retail by putting people, their personal enjoyment, and their taste centre-stage.

The retail brand and communications speak to every type of wine-buying customer with energy and focus. Different conversations are conveyed in a handwritten alphabet of mixed fonts that’s designed to ‘breathe’. Quotations and illustrations reinforce the message that wine is for the enjoyment of all.

An over-scaled line drawing of Wine Rack’s Master of Wine sets the scene for the store’s people-centric view in a highly visible way, also removing the formality associated with knowledge. Graphic inspiration, illustration, and a moving digital screen combine as an invitation to linger and engage with the stores own people at the tasting bar.

Selection is made easier – and more exciting – being segmented by country, red and white, and then via a ‘taste’ sub-navigation of graphic icons. Zones such as ‘Discover’, for ‘great wines you’ve never heard of’, and the ‘Wall of Excellence’, for fine wines, break up the choosing process. Full of options, the store is more inspirational and less overwhelming than its competitors. It’s designed to be democratic, representing both value and the specialist.

The Result

The trial Wine Rack store at West Byfleet is a contemporary wine experience that’s a brave, timely take on the category. Its Christmas trading results for 2013 showed a 21.8 per cent increase in sales of like for like products, with web traffic up 31 per cent and web sales, 15.3 per cent.

It is now the blueprint for future stores.

“Household brought a level of insight and creativity that ensured the required brand stretch, all while keeping the proposition relevant to today’s customer.”
Diana Hunter, CEO, Conviviality Retail

Wine Rack

Breathing new life into wine

00_Post_Office_Project

The Client

Post Office, high street presence and shop front for the UK’s Royal Mail.

The Opportunity

To spread Christmas cheer while selling stamps, by bringing the Post Office to customers as a travelling pop-up shop.

Household recognised the need to differentiate the travelling pop-up offering from the full Post Office service in a positive way. It had to feel like a Post Office venture, and show it as a helpful brand.

The Transformational Solution

Themed ‘Winter Wonderland’, the playful travelling pop-up was created with ply cut-out trees and birds to replicate an enchanting Christmas scene. Easily set up and taken down daily, the pop-up travelled the length of the country, from Glasgow to Westfield London.

Inviting people to make a wish to hang in the ‘Wishing Forest’ drew them into the experience. Customers could buy Christmas stamps at digital kiosks, and create ‘smilers’ – personalised Christmas stamps of themselves playing with oversized glasses, Santa hats and wooden animals.

The brand’s helpfulness was shown via signs around the pop-up pointing to the nearest Post Office, post box and, of course, the North Pole. Staff were on hand to provide information, sell stamps, and take pictures for the smilers.

The Result

Customers across the country loved the ease of buying their stamps from the pop-up. They were also charmed by the idea of creating their own to put on cards to family and friends.

“It’s brilliant to see the Post Office breaking out and doing something fun and involving.” A Birmingham customer

Post Office

Putting a stamp on Christmas

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The Client

Tesco, Britain’s biggest supermarket – and the world’s third largest.

The Opportunity

To create a new non-grocery proposition in response to changes in the General Merchandise (GM) market. These were to be rolled out across large format stores, branded ‘Extra’. The GM categories of Tesco’s stores includes: Homewares; Cook ‘n’ Dine; Technology and Entertainment; Toys, Baby and Nursery; Paper Shop; Party and Stationery.

Household had to come up with a cost-effective kit to be useable across the entire non-grocery area of each store. This had to offer flexibility in showcasing key products from each category, while making them easier to buy.

The new GM area also had to work harder to support Tesco’s wider ambition of giving Extra stores greater purpose. GM was a cornerstone alongside new brand partnerships with Giraffe, Harris & Hoole and Euphorium Bakery in supporting the move from big retail supermarket to engaging leisure destination.

The Transformational Solution

Household created a new customer experience that was less a supermarket and more a department store. It drives customer awareness of the complete GM offer: compelling to shop in store, and bringing Tesco to mind as a first choice for GM online.

The solution appeals to Tesco’s core family shopper: the busy mum often shopping with her children. To tempt her in to the GM areas, the stores elicit a stronger emotional connection between the products and their role in the customer’s life. The central concept for this is ‘inspiring everyday living’.

To challenge the typical grocery routine mindset into one of discovery, the new floor plan runs food and GM side by side. GM is harder to avoid, and it makes for a more intuitive shop for customers. The marketplace concept surprises customers, creating an ‘I didn’t know they did that’ moment that draws them in to the category and the heart of the GM offer.

Visual merchandising is used in a first for Tesco, with lifestyle-driven displays presenting total solutions, not just individual products. Statement arches replace the back wall as the usual space for the hero story, bringing it instead to the heart of the category. The space is landscaped to slow the customer down; photography is warm and engaging.

The Result

One of the critical successes has been elevating the perception of the GM range, driving awareness of the offer not only in store but also online.

“The new design has revolutionised attitudes and changed customers’ perception of how they want to do supermarket shopping.”
Paul Jones, Head of Design, Tesco

Tesco

Discovery is the new routine

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The Client

Harrods, London’s famous luxury department store.

The Opportunity

To transform a 500sqm space into a unique home for heritage and exclusive stationery and giftware brands.

Household conceived ‘The Great Writing Room’ using the listed room’s existing square and circular columns to mark out the space and elevate brand touch points.

The Transformational Solution

Household’s research showed ‘personal curation’ and ‘investment value’ were high motivational behavioural trends for this luxury customer.

In response to this, The Great Writing Room returns to the craft and beauty of reading and writing. The customer’s interest in ‘known selections’ and ‘collectability’ to show an appreciation of prestige products is met in the layout. A central zone carries curated collections by Harrods; at the perimeter are anchored brands – Mont Blanc, Smythson, Alfred Dunhill and more.

In the central zone, products are presented with jewellery-like grace and poise, each ‘writing desk’ offering small showcasings in bespoke insert trays. The customer is invited to browse intimately, while staff serve discreetly, focusing on craftsmanship and handling. Design details such as the inky blue carpet, timber, glass, onyx, brass trim furniture, and brass ‘nib’ inlay on the columns, work together to evoke a timelessness.

The Result

The Great Writing Room captures the heart of the collector, with every signal the luxury customer looks for woven into the fabric of the experience. It harks back to past rituals – and offers new ones. The guidelines created by Household ensure a cohesive brand experience for Harrods, leveraged by curated aspirational brands.

“Household showed clarity, passion and a great understanding of the luxury market. The concept we have created is world-leading and unique. It highlights the luxury brands, but importantly binds them all together in an environment that is true to Harrods.”
Rina Bhansali, GMM, Harrods Home

Harrods

A writing room for discerning collectors

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The Client

Charlotte Tilbury, one of the world’s best-known make-up artists.

The Opportunity

A revolutionary cosmetics retail experience to herald the launch of a hot new beauty range. Designed for Selfridges Beauty Hall; fit for worldwide rollout.

Household proposed an empowering, non-scary beauty experience to physically echo the Charlotte Tilbury make-up range mantra: ‘Easy to Choose. Easy to Use. Irresistible’.

The Transformational Solution

Household’s designed environment is an extension of Charlotte Tilbury’s mission to demystify make-up.

Presenting the customer with 10 key looks, the brand asks the question: ‘Who Will You Be?’. In the environment each has its own digital beacon, inviting women to play with look palettes, view on-demand tutorials on integrated iPads, and become immersed in the ease and fun of make-up.

The Tilbury Transformation Bar gives the customer a menu of quick tips and paid-for beauty experiences by highly trained make-up artists. Advice is ‘woman-to-woman’. Language is honest.

Charlotte Tilbury

Who will you be?

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The Client

Harrods, London’s famous luxury department store.

The Opportunity

To create a new, world-class environment for luxury homeware brands that is true to Harrods.

Household had a 1,900sqm space to work with to ensure the key brands sat comfortably in the inimitable Luxury Rooms, while also being sufficiently elevated towards the luxury customer.

The Transformational Solution

The luxury customer searches for a deeper involvement with and connection to the pieces they buy – and the way they buy them. So ‘personal curation’, ‘home heritage’ and ‘bespoke craftsmanship’ all had to be woven through the Luxury Rooms experience.

Previously a patchwork of mismatched shopfits, Household has entirely rethought the space, creating six perfectly square ‘rooms within rooms’ to bring focus to each brand – all while linking them experientially.

Each room has a central jewel-like vestibule – an ‘evocative heart’ that houses the hero brand story. These natural pause points, highlighted by a feature lighting piece, give customers a glimpse from one room to the next.

Meanwhile, around the perimeter, a ‘golden glow’ architectural wrap connects and guides customers intuitively from one space to the next. On the mid floor, each brand house has a flexible ‘window’ in which to elevate their most coveted pieces.

The Result

Harrods has attracted new brands into the Luxury Rooms, while retaining key existing names such as Hermès.

“The concept we have created is world-leading and unique. It has created useful pathways that significantly improve our customer circulation. It highlights luxury brands, but importantly binds them all in an environment that is true to Harrods.”

Rina Bhansali, General Merchandise Manager at Harrods

Harrods

Linking luxury

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The Client

Halfords, a chain of British stores specialising in travel-related gear – from car seats and roof racks to bikes and SatNavs.

The Opportunity

To convert Halfords from a place customers think of in an emergency, to one they think of for an adventure.

Household set out to warm up the brand, evolving its tone from one of instruction to that of friendly advisor. Increasing the brand’s relevance in a multi-channel world and giving staff a dynamic service platform were also key priorities.

The Transformational Solution

‘Doing more to help’ sits at the heart of the store’s mission, so the creation of Halfords’ brand retail promise of ‘Taking you further’ was designed to breathe life through everything from service to inspiration.

There are new service hubs where advice is available, digital kiosks are located for browsing the extended online offer, and the customer can self-help on parts and pay for goods.

In other areas the service offer’s human touch continues. There are visible and engaging bike workshops for repairs and servicing; colleagues share expert tips such as the best cycle routes and there is seasonal storytelling in the displays, so collections of products can be shopped as singles or the whole package. Retail brand photography has a dual purpose of navigation and a glimpse into the adventure to be had in each area of the store.

The Result

The new experience has delivered commercially, with like-for-likes ahead of the total company in all pilot stores and with the Coventry stores’ net promoter score increasing from 40 to 70. As a result Halfords is embarking on a 150-store UK wide roll-out over the next 3 years.

“We have delivered warmth, emotional engagement and expertise combined in a store environment that is easier to work in and to shop. Brilliant.”
Matt Davies, CEO Halfords

Halfords

Going the extra mile

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The Client

Lakeland, a leading British high street retailer of innovative homewares.

The Opportunity

To do more to create helpful conversations between Lakeland and the customer, carving out the stores as the leading specialist.

Household recognised that as Lakeland’s portfolio is so varied, a flexible format design solution was essential. This would enable the store to offer a wider range of customers the most relevant, inspirational experience – whether on the high street, in malls, or in retail partner brand spaces such as garden centres.

The Transformational Solution

The store invites its customer to ‘experience their kitchen differently’. That customer is both the older ‘competent cook’ and a younger audience inspired by cooking shows, who want to try new things.

Real experts are key to the evolved Lakeland experience, showing customers exactly what they can achieve. This experience revolves around a live kitchen: a fun, energetic, customer-focused demonstration area wholesomely equipped with merchandised products. Customers can participate, be inspired, and buy from here, instantly.

Yellow knowledge tables show ‘best for innovation’ products demonstrated by staff. Customers choose using both analogue and digital guidance points. Category signage and key messages are delivered in the language customers themselves would use. A destination service hub offers one-to-one help with advice, online selection, and click and collect.

The Result

Lakeland’s staff have the in-store tools to release their passion for cooking and homewares. They share this with customers credibly and with personality. Customers feel helped, advised and inspired – by staff, signage, displays, digital product demonstrations, and ease of purchase.

“Household has evolved the Lakeland stores into a more engaging experience for customers. Their knowledge, creativity and innovative ideas have driven customer experiences that bring products to life.”
Julian Rayner, Marketing Director, Lakeland

Lakeland

A reality show in creative cookware

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The Client

Twinings, Britain’s oldest premium tea company, whose brews are sipped around the world.

The Opportunity

To communicate what Twinings stands for in the Asia Pacific market through a world-class boutique tea experience in Bangkok.

Household was to position Twinings as the leading premium tea brand through an experience designed to attract aspirational customers. This had to demonstrate the sophistication of tea drinking through Twinings’ variety of products.

The food and beverage experience also had to be built on, to inspire conversations about the brand across social channels, while delivering a space fit for rollout.

The Transformational Solution

Our challenge was to define a contemporary British heritage – rather than an old-fashioned one – to create a historic brand experience for today. The aspirational target customer is ‘connoisseur’-minded, seeing tea drinking as an authentic and fashionable British past time.

The tea drinking experience is exquisite, with ‘taking tea’ at its heart. Customers can select tea sets and cakes from their own ‘living room’ spaces. Adding to the experience is tea drinking paraphernalia such as timers for the perfect brew and books on the art of the ceremony.

A marble tea blend table and colourful product and provenance display wall creates a striking anchor to the boutique’s experience. It projects Twinings as the authority on tea.

The Result

The Twinings Tea Boutique launched to successful reviews at Central World, Bangkok. It will be developed for the Chinese market.

Twinings

Taking tea to a Bangkok boutique

00_Havwoods_Thumb_U

The Client

Havwoods, Britain’s foremost supplier of solid wood flooring, reclaimed floors and engineered wood flooring.

The Opportunity

To create a showroom in central London – the brand’s first in the capital.

Household recognised the need for the space to have an interactive, informal feel. Havwoods needed to be presented as a contemporary, relevant, confident supplier to highly design-aware customers.

The Transformational Solution

Household’s concept was to brand the environment ‘The Wood Space’, giving the showroom instant destination appeal. Appointments made here would feel less like a straight sales opportunity to customers, and more like an exciting event.

The style of the experience is that of an architect’s studio. There are showcase areas and intimate spaces for placing orders, and interior stages and platforms can be customised to clients’ specifications before they arrive.

Almost the entire design of The Wood Space employs Havwoods’ product. Its flexibility and quality is showcased in a highly tactile way, as visitors touch, see and stand on the product.

Household has created a bespoke storage system to house Havwoods’ 400-plus products. Each wood wall panel, when pushed, releases to reveal the possibilities of that particular finish – the customer can explore and discover with ease.

The Result

During the opening month, The Wood Space secured over 350 appointments with its target audience – almost 10 times the amount booked at other UK-based showrooms.

“From where I sit in the office area, it’s not unusual to hear visitors breathe the word ‘wow’ as they come through the door.”
Russell Calder, International Project Director, Havwoods

Havwoods

A space to see, touch, walk on

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The Client

Global brand activation agency The Marketing Store.

The Opportunity

To design an interactive visitor experience to show brands, media and the retail industry seven future retail trends first hand.

Household, along with The Future Foundation and Brain Juicer, collaborated with The Marketing Store to bring an immersive pop-up experience to life in London’s Shoreditch. The event celebrated the Marketing Store’s 25th Birthday.

The Transformational Solution

Household researched and analysed global innovation around the seven future retail trends. We charted how customers are already starting to experience the future, sharing this presentation with guests over the two-day event.

The trends experiences in the pop-up space ranged from getting hands-on with hydroponics, to witnessing live 3D facial scanning and printing technology. Everything was designed to capture changing shopper behaviours and show the influence of sensory and technological advancements on future shopping experiences.

Guests received a pioneering NFC+ technology product called a Poken device. This allowed them to capture and exchange their own personalised record of the event using smart tags – as well as virtual business cards.

The Result

Everything Must Go? caught the attention of the world’s media and was featured in Fast Company, The Daily Telegraph and The Wall Street Journal. Almost 300 people visited the event.

Everything Must Go?

Buying into the future of retail

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The Client

Tesco Telecoms, the phone retail arm of Britain’s biggest – and the world’s third largest – supermarket.

The Opportunity

To position everything offered by Tesco Telecoms as a credible choice against the market’s biggest specialists. Its choice of networks, handsets, tariffs and, importantly, service.

Household’s research showed that the typical telecoms customer is often confused by what’s on offer. The new concept’s success would be dependent on helping people find the option best suited to their needs.

The Transformational Solution

The Phone Shop was developed as the brand identity and name, delivering the Tesco Telecoms retail brand with authority. Building trust was key as the business was evolving its offer on from Pay As You Go into contract, too.

The service space is a shop-in-shop. It’s designed to focus on accessibility at every touchpoint along the customer journey. Clear zoning intuitively moves customers through the space, while product hotspots and brand name callouts easily show what’s right for them – from the basics to the latest innovations.

An engaging but down-to-earth tone of voice talks tech in the way customers do, while staff deliver expert advice from dedicated service spots. The Phone Shop successfully demystifies the complex mobile phone sector for the customer.

The Result

Since the trial site launched in Bar Hill, Cambridge, there has been a strong uplift in Pay Monthly sales. The first day alone saw record sales figures, with an increase of three times more contract sign-ups.

Customers describe the new experience as “simple, modern, professional, and different”, and “surprising for Tesco”. The shop-in-shop design is being rolled out across the large format Tesco stores.

Tesco

A phone shop that says it straight

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The Client

Tesco, Britain’s biggest supermarket – and the world’s third largest.

The Opportunity

To refresh key stores in affluent areas of London and market towns throughout the UK, tailoring a grocery design standard to these customer demographics and their needs.

Household set about developing signature design cues and new service encounters. The upmarket design needed to focus on five hero touch points: produce, counters, front of store, the bakery and patisserie, and the overall architecture.

The Transformational Solution

The stores have to appeal to busy professionals and better off families sharing a keen interest in food and high quality produce. But a development of Tesco’s prevailing design language is key so that existing customers are not alienated.

To do this, Household have developed a design language around the ‘artisan deli’. Handwritten blackboards signal authenticity and lighting is warmer to enhance the quality perception. There are metro tiles and more wood is used.

Features include recipe windows to hero the season’s best fresh produce alongside store cupboard products for easy, aspirational meal ideas. There are also specialists in key areas – no longer the butcher or fishmonger, they are faces and names customers can interact with as they would in an independent store.

The Result

The language developed is used as a ‘design dial’ that allows Household to turn up the aesthetic and materiality of each store, creating an aspirational environment focused on quality food choices and daily inspiration.

“When I walk into a store like South Kensington that’s recently been refreshed, it fills me with pride that we’ve actually taken such significant steps towards these changes with our stores.” Paul Jones, Head of Design, Tesco

Tesco

Dialling up the aspiration

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The Client

Cornish seaside hotel Watergate Bay, famous for the beach-based Extreme Academy.

The Opportunity

To combine all the elements that make Watergate Bay so special – the beach, the sea and the beach sports.

Household’s design needed to be family friendly, but not family focused. It aimed to offer the perfect destination for those looking to relax, get active – or both.

The Transformational Solution

The new design challenges the hushed, clinical environment associated with spa hotels. It offers holiday-goers a refreshing experience of the beach that emulates what they get on the slopes: one of ‘active relaxation’.

Household has created a new guest journey for the hotel, inviting people to discover different areas to fit their mood: a hideaway bench with books, a social space, a lookout point, or a feet-up spot.

Hidden treatment rooms, cardio rooms and guest lounges all enjoy stunning views over the bay. A timber boardwalk provides surf-in/surf-out access for guests to make use of surfboard storage, beach-changing and wetsuit-drying facilities.

An ethos of ‘relaxed beach living’ has driven the design direction, with texture being key to creating a lived-in feel. Bringing tactility both underfoot and to hand, the majority of the materials used on the floors, walls and built-in features have been locally sourced. Rustic sawn floorboards, Cornish granite cobbles, handmade tiles, and natural slates all create true authenticity.

The Result

Bookings are up 25 per cent compared with the same time last year, with the occupancy rate increasing eight per cent and room rates 19 per cent since the new design was completed.

Household has gone on to design the Watergate Bay Village, a cluster of two-storey beach-chic eco pod apartments beside the hotel, which are embedded into the clifftop overlooking the bay. The interior and exterior of each is crafted from sustainably sourced and natural materials.

“We were really impressed by Household’s approach to the design. They’ve worked with us to successfully reflect that feeling of understated luxury and comfort that’s right on target with our core customer.”
Will Ashworth, CEO, Watergate Bay

Watergate Bay Hotel

A haven of active relaxation

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The Client

London’s Design Museum, champion of the world’s greatest designers, architects and creative thinkers.

The Opportunity

To mark the shoe designer’s 20-year retrospective with ‘a journey through the world of Christian Louboutin’ that gives visitors a unique insight into the man and the brand.

Household worked with Design Museum curator Donna Loveday, moving the visitor experience on from ‘white box’ to inspiring, multi-faceted journey. The ambition was to challenge expectations by combining a retail customer journey design approach with art, culture and fashion cues, to broaden the audience appeal.

The Transformational Solution

The creative concept was ‘showtime’, inspired by Louboutin’s assertion that “every woman wants to be a showgirl”.

Household brought Christian’s inspirations to life through the curated collections of Travel, Transparency, Fetish, Architecture, Handcrafted and, of course, Showgirl. At the centre of the show, a life-size hologram of Dita Von Teese performed on a giant incarnation of the designer’s signature red sole.

Thematically planned, the exhibition took visitors on an unforgettable experiential journey inspired by Christian’s own. On it, light and shade helped draw people through the space in a seductive, non-prescribed way. Household designed all the exhibition graphics, translating these artworks into collectors invitations and limited edition prints.

The Result

The retrospective captivated an average 946 visitors per day – 34 per cent higher than the previous best attendance, and a record for the Design Museum. During the 70-day exhibition run, all the Christian Louboutin merchandise in the Design Museum’s physical and online shops sold out. The Guardian commented: “It is hard to pick a highlight from this slick, theatrical show”.

The Christian Louboutin Retrospective has since embarked on a world tour. Household has won a Design Business Association Design Effectiveness Award 2013 for its ground-breaking design.

Design Museum

Showtime for Christian Louboutin

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The Client

Value Retail at Chic Outlet Shopping’s Bicester Village, and The British Fashion Council.

The Opportunity

To create the annual pop-up event that showcases emerging British talent at Bicester Village.

Household was excited to be part of something that celebrated classic British heritage, as well as the style and wit of contemporary British fashion. The 2012 Olympics were to bring visitors to our shores from all over the world – visitors wanting to explore the best of Britain. The British Designers Collective was well positioned to be part of this scene.

The Transformational Solution

The concept Household designed was that of ‘Brit Shop Mansion’. This took its inspiration from the quirkier side of Britain – its style, its traditions and its craft – merging it with an edge of wit.

Visitors were drawn to the pop-up by ‘visual breadcrumbs’ strategically dotted around the Village. The pop-up itself was designed for flexibility, with an interior that transformed from womenswear to menswear store via adaptable architectural features, accent colours, panelling details, and props.

Household designed all the branding and experiential touchpoints, working closely with the Value Retail team at Bicester Village. Everything from the identity, packaging, bags and labelling, through to the Brit Shop store experience concept, visual merchandising, and signage were all part of our remit.

The Result

“With the British Designers’ Collective now in its third year, we really wanted to take the design concept to a whole new level, and to exceed customer expectations. The results for the collaboration of artistic talent between Household and our own in-house creative team has brought the Brit Shop Mansion to life in spectacular fashion.”

Georgina Drew, Senior Marketing Manager, Bicester Village

British Designers Collective

Brit shop pop-up

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The Client

London luxury department store Harrods, and British technology retailer Dixons Retail.

The Opportunity

To transform two rooms of 11,000 sq ft into a world-class luxury technology experience, with Dixons KNOWHOW service points tailored to a premium level highlighted within it.

Household was to create a benchmark concept, considering presentation of luxury top end products and exclusive collections. Communication of personalised concierge-like services such as 24-hour home support and pre-ordering was also a priority.

The Transformational Solution

Household developed several unique ways of showcasing the premium products available in the Harrods Technology Department. Buying platforms include the ‘Marble Gallery’, which invites customers to experience these highly desirable products.

Croupier tables also bring personalised service to each customer through individually-hosted demonstrations of collections across brands and categories.

Finally, cocoon lounges are key points throughout the space, allowing for more spontaneous service and invisible payments. Everything the customer experiences is about a less predictable, more exclusive feel to trying, exploring and selecting the best technology has to offer.

The Result

Since its launch, Harrods Technology Department has outperformed the expectations of both Harrods and Dixons in sales terms. Figures match much larger ‘megastores’ in the Dixons portfolio, achieving astonishingly strong sales per square foot. Sales of KNOWHOW services (installations in the home, product set-ups and upgrades) are the strongest per purchase in the UK.

“Household has created a truly unique retail space within Harrods, designed specifically for the trend-led, design-driven technology customer”
David Miller, Director of Harrods Home & Technology

Harrods

Serviced showcasing for tailored tech

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The Client

Westfield, the Australian group with destination shopping malls across the world – from the UK to the USA, New Zealand to Brazil.

The Opportunity

To develop a culturally relevant, location-specific installation of reportage photography at the Westfield mall in Stratford.

Household’s challenge was to inject the unique personality of, and interest in, London’s fashionable, dynamic East End into the linking and communal spaces across Westfield Stratford City.

The Transformational Solution

Household engaged award-winning photographers David Vintiner and Stephen Morgan for this exciting project.

The visual concept and key drivers for the mall’s photography were authenticity, eclecticism, creative spirit and diversity. Household art directed the shoot and orchestrated the framing and curation of Westfield Stratford City’s entire photography collection.

The Result

“Household delivered right on message. We are now seeking to expand the scope of this intiative to include more areas of development as we feel it to be a hugely successful piece of work.”
Simon Cochrane, Design Director, Westfield Shopping Towns

Westfield

Moving the fashionable forward

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The Client

Waitrose, the quality British supermarket that’s part of the John Lewis Partnership.

The Opportunity

To ensure that the Partnership’s highest performing Waitrose flagship store at Canary Wharf remains relevant to today’s customers.

Household recognised that the customer journey had to meet the needs of two different shopper mindsets, without compromising on the quality of their individual experiences. These were the time-pressed, affluent city worker whose experience is shaped by meal missions during the week, and the weekend destination trolley shopper, who often arrives by car and spends more time.

The Transformational Solution

The communications system Household implemented forges clarity. It ensures the store has the right balance of visual anchors both to punctuate the space and orientate across floors.

Iconic illuminated signage totems highlight the feeling of discovering more, while the scale of communications captures and celebrates the store as a lifestyle destination beyond food.

The experience principles created across each floor ensure each holds its own unique appeal. The Fashion floor has an edgier boutique feel to it, to reflect indulgence and individuality, whilst the Food floor sets out to create pace and vibrancy through ease of choice, multi-channel shopping possibilities, and eat-in bars.

The Result

The first day of trading saw sales up by nearly 46 per cent, with total sales rising 10.7 per cent for the Partnership.

Waitrose

Food retailer to lifestyle destination

Household's retail design for Little Waitrose

The Client

Waitrose, the quality British supermarket that’s part of the John Lewis Partnership.

The Opportunity

To explore the potential of the new Little Waitrose format further, focusing on the customer buying food for now.

Household was asked to develop a store that has more local cues. It must cater to customers wanting a coffee and pastry for breakfast, and to those wanting inspiration for tonight’s dinner.

We also had to develop communications to draw the personality of Little Waitrose out, giving customers more reasons to visit more times a day.

The Transformational Solution

Our research went beyond supermarkets – trading in food and drink solutions to eat now meant cafés, restaurants and coffee shops were also competition. Household explored the evolution of the format, through service ideas, descriptions of food over just products, and the ease of changing the offer frequently.

We have developed a communications personality and language with Waitrose Design around the idea of ‘the love of food’. This is designed to change the customer’s mindset from ‘supermarket routine’ to ‘meal anticipation’. A self-serve coffee stop in the entrance is the first touchpoint along a journey that engages the customer with a food offer that’s ready for now.

Visible food invitations from outside, tasty-sounding words, food combinations, and menu ideas all work to show the Little Waitrose food experience as having plenty more on its plate than just grocery.

The Result

The Wimbledon trial store sets a new path for Little Waitrose and the 2013 rollout programme. There’s an enhanced focus on fresh and hot food ideas to whet the customer’s appetite.

“Household accepted a huge challenge to deliver this work to exceptionally tight timescales. It was a great effort to deliver a full suite of new graphics and communications and the overall result was a warmer store that better communicated our love of food. The trial work was quickly adapted into the current Little Waitrose standard, which proved extremely successful in our subsequent store openings.”
Anthony Wysome, Head of Store Development, Waitrose

“We achieved a route toward a new look and feel that pushes the boundaries for our brand. This influenced the following property programme, and continues to this day.”
Lorraine Furner, Concept Design Manager

Waitrose

A little more than a supermarket

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The Client

Dixons Retail, the leading electricals and technology retailer in the UK.

The Opportunity

To trial a destination city format known as BLACK, offering an edited range of products designed to meet people’s lifestyle wants.

Household envisioned a new retail format to target the design-aware customer – the most underserved and highest value technology-buying segment.

The Transformational Solution

The BLACK store in Birmingham innovates across all aspects of the regular high street format. It’s designed to behave like a fashion store, as an aspirational environment for a customer who loves technology because it looks good.

As a store selling products to be played with, everything has to be accessible. So it’s all live, plugged in, charged, and ready to go. The KNOWHOW zone offers classes and demonstrations. Digital, browsable easels offer the customer the full Dixons range.

Everything from the name, brand identity and communications toolkit, to the retail environment, service offer, product mix, and merchandising has been meticulously thought through by Household. It’s designed to achieve a highly involving customer experience.

The Result

BLACK’s Average Retail Price achieved is £28 higher than comparison high street stores. And for a handful of advertised jobs, over 250 people queued around the block – a response previously unheard of for Dixons.

“Household was crucial to helping us deliver our fantastic new concept store in Birmingham. Their creativity and enthusiasm was boundless. Their design process was extremely valuable in helping our in-house team and other stakeholders to get to the finishing post in style.”
Neil Hollins, Formats and Retail Director

Dixons Retail

A fashion store selling technology

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The Client

Waitrose, the quality British supermarket that’s part of the John Lewis Partnership.

The Opportunity

To define the convenience shopping format for Waitrose. This was to be part of their future plans to develop a network of over 300 convenience and motorway service stores across the UK. The value of the UK’s convenience market is approximately €37bn.

Household also had to tailor Waitrose’s communication to the customer with a ‘convenience’ mindset, who would be looking for meal ideas and solutions for now, tonight and tomorrow.

The Transformational Solution

We initially worked on understanding the differences between the large and smaller formats, and assessing customer need against offering, service and experience. We then underpinned which services and ‘fresh food moments’ were best to highlight in the convenience format.

The retail branding has been designed to guide people around the store by shopping with fresh ingredients in mind. Household has created a pioneering magazine and editorial-led navigation to inform the customer of food pairings and recipe ideas, which they then use to orientate themselves.

Tear-off recipes, inspirational language, and softer sage and earthy colours give the feel of a deli, inspiring customers with tasty meal ideas for immediate consumption.

The Result

The innovative format launched in 2010, and has been applauded by customers and Waitrose alike. The business has since embarked on an ambitious store-opening programme.

Monocle magazine gives it a five-star verdict.

“The concepts demonstrate a thorough knowledge of consumer trends. But yet they’re not trendy – they respond to the brief and target market and customer.”
Sigrid Brewka-Steeves, Head of Store Design, Waitrose

Waitrose

Convenience fit for cooks

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The Client

Highly lauded French shoe designer Christian Louboutin, creator of those red-soled shoes.

The Opportunity

To design an anchor concession within the Selfridges Shoe Galleries to take Christian Louboutin in a new theatrical direction – and introduce his shoes to a wider audience.

Household saw the space as needing to be about more than buying a pair of exquisite shoes. Because of the scale of the Shoe Galleries’ offer, the concession needed to be truly memorable. It had to drive footfall, it had to be exciting, and it had to have word-of-mouth appeal.

The Transformational Solution

Household created an apartment concept inspired by Christian’s Parisian home. This sets out to be both sumptuous and seductive, inviting clients to kick their shoes off, as much as to try a pair on. The Apartment offers a secondary, richer experience for hosting events and showcasing limited edition collections.

Signature moments include a statement trompe l’oeil wall offering an intimate portrait of Christian through family photographs and inspired personal artefacts. Invisible payment is within a service chamber to further enhance the luxury feel and gesture.

Household has created a styled service experience for customers via a clover-shaped central seat that allows for a sense of privacy within the open space. Customised trolleys are brought to customers, each displaying their chosen shoes to ensure they feel treated to the highest standard of service. Everything is within arm’s reach.

The Result

The Christian Louboutin Apartment is an invitation to experience indulgence, intrigue and even obsession. It sold more shoes in its first month than any of the brand’s previous launches. Additional store designs by Household include Christian Louboutin at Harvey Nichols, and stores in Beirut and Paris.

Christian Louboutin

An exquisite home for a theatrical brand

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The Client

Leading British high street formal menswear specialist, Moss.

The Opportunity

To develop a new sub-brand bespoke offer for Moss. This was driven by the insight that men are aware of and interested in suit brands and formal dressing through the media, but can’t find the choice, quality, style and service that’s desirable and affordable.

Household aimed to demystify the suit purchase through brand communications that embraced store, service and online channels, as well as a store experience to make men feel right at home.

The Transformational Solution

Our core thinking for the Moss Bespoke brand experience was ‘the A to Z of suiting’. This ‘menu’ through which to create a bespoke suit also reflects the breadth of knowledge required to deliver it at a fraction of the price of traditional tailoring – both with credibility and simplicity.

A Limited Edition wall gives customers a ready-to-wear option, providing an accessible entry point into the Moss Bespoke suiting service. For the latter, they work through simple steps that are unintimidating.

Customers can then follow their tailoring journey online, also using this channel to make their next appointment in store with their fitter. The concept is designed to reflect how Moss’s experience and 150-year-old tradition meets customer needs in today’s digital world.

The Results

The new brand experience shifts Moss from a need-driven discount suit retailer to a top-of-mind suiting specialist. The full rebrand of Moss as a multichannel retail experience has seen uplift in sales of 14 per cent. It’s become a reason for men to become interested in suiting.

Moss Bespoke

The A to Z of suiting

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The Client

Cowshed, a natural British skincare brand and spa owned by the Soho House Group.

The Opportunity

To create a Cowshed spa as an extension to Shoreditch House, the Soho House Group private members’ club. Situated on the ground floor, the spa was to be a buzzy, local sociable destination accessible to everyone, featuring treatment rooms, beauty, and men’s grooming.

The spa experience had to be true to the down-to-earth brand, which takes its name from the cowshed it was launched from and whose products are all organic and fairly-traded.

The Transformational Solution

The experience we created for Cowshed’s Shoreditch House home exudes the humour and rustic warmth of the brand and its products.

Household tapped into the Soho House brand’s aspirational ‘faded glamour’ feel, taking the emphasis away from ‘spa’ and towards ultimate feel-good relaxation. The treatment rooms are focused on comfort and personal enjoyment, making customers feel indulged and looked after but still at home – this is the home you wish you could live in.

To capture the energy of the local area, Household collaborated with local artists to enhance the one-off Shoreditch experience. Signature elements add character, playfully hark back to the past whilst setting the scene for a unique and unforgettable escape within the city.

The Result

A focused service environment where customers feel utterly pampered.

Soho House Group

Cowshed spa – purely playful

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The Client

McArthurGlen, a designer outlet village with a global presence.

The Opportunity

To create a consistent brand personality and an ongoing conversation – both of which were limited and ineffectual – throughout the communal areas of the outlets McArthurGlen build and manage.

Household had to come up with a solution that would appeal to the outlets’ broad range of mindsets and customer profiles.

The Transformational Solution

The customer demographic and psychographic segments were broad, ranging from tourists to local people.

For them, Household has threaded much-needed consistency through the stores, bringing the customer journey to life through the experience idea of ‘a host for big brands’. This helps the customer make sense of the offer, despite each mall’s large footprint.

Creating destinations within destinations has been key. Speed bumps around the centre of each store slow customers down and come in the shape of interesting meeting points and brand partner-sponsored event zones. Destination food court seating areas are zoned and designed to deliver to the needs of ‘perch and watch’, ‘meet and eat’, or ‘wine and dine’.

The Result

“We chose Household because of their ideas-led, customer-centric approach. Household was skilled in understanding our customers’ broad range of mindsets, and designing for them. They expressed a unique point of view for these outlets.”
Simon Garner, Head of Creative, McArthurGlen

McArthurGlen Group

Connecting the brands

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The Client

Julien Macdonald OBE, one of the UK’s most prominent luxury fashion designers.

The Opportunity

To design Julien a London home for inspiring creation, sharing collections, fitting models, and hosting private fittings, views and parties.

Household’s biggest practical challenge was creating something within the confines of a listed building in Mayfair. The design needed to be treated as a temporary installation for sustained use.

The Transformational Solution

Understanding the creative and practical needs of everyone working at the atelier was key to designing it as the perfect space for all. It also had to reflect the energy and creativity of the designer himself.

Household conceived each room to be flexible. The spaces, which can double in size in the run-up to London Fashion Week, include a concierge/reception, press office, fitting and model casting catwalks, brand events area, and VIP spaces for bespoke fittings and collection viewings.

A luxurious feel emanates from surfaces in silver, chrome, smoked glass and piano gloss finishes. The elements and furniture are a mix of classic and contemporary to complement both the listed building and the dynamism of the business and its designer.

The Result

The atelier marks a turning point for Julien Macdonald Ltd – a business set for growth and expansion to become a leading British luxury brand. The experience brings this story alive, developing the brand’s unique and personal service for clients in a space that feels like the heart of Julien Macdonald.

Julien Macdonald

Grand gestures in fashion

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The Client

Leading Irish grocery and food store franchise SuperValu, which is part of the Musgrave Group.

The Opportunity

To evolve SuperValu’s store experience for its customers.

Household embarked on ‘listen and learn’ insight gathering, involving accompanied shops, audits and global safaris. Value-added communications, local stories to bring alive the brand statement ‘Real Food, Real People’, and smart design all became essential components of the evolving store brief.

The Transformational Solution

The ambitious research period defined the guiding principles informing Household’s design solutions for the store experience. It revealed that this shopping journey was about fresh food first, and fixtures and fittings second.

As part of the evolving store programme, Household has developed a communications hierarchy and in-store guidelines for SuperValu. All point of sale (POS) elements sit within this, including ‘Prepared For You’, the sub-brand name, identity and POS for the fresh food counters. Evolved customer journeys and new lightweight, flexible fixturing has been tested and is being rolled out across the franchise.

Household has developed the visual strategy for SuperValu’s online presence, and delivered this through a fresh identity and the strapline ‘Your Local Online Store’. The online service has been communicated in stores through the graphic look of service counters and advertising touchpoints.

The Result

Pilot stores were tested at Churchtown, Dún Laoghaire, Midleton and Mountmellick, with roll-out underway.

The fresh counters in particular have driven a new revenue stream, with ‘Prepared by Our Butcher’ delivering additional sales of €20 million. Smart fixturing design has reduced the shopfit cost per sq ft by 15 per cent.

SuperValu

A real store for real food people

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The Client

One of the British high street’s retail giants, Marks & Spencer, which has over 700 stores in the UK, and over 350 worldwide.

The Opportunity

To make a stronger link both visually and in the shopping experience itself, between M&S’s Home and Food departments. This had to create more reasons for customers to shop naturally across the two environments.

Household had to work closely with Marks & Spencer in the creation of strong, architectural, flexible in-store spaces to create lifestyle ideas across the two departments.

The Transformational Solution

Household’s insight was that M&S customers tended to shop the Food and Home departments separately, with a ‘mission’ mindset. Developing a customer journey to create a more natural transition between the two opens up a ‘browse’ mindset. This was central to our solution.

Customers engage with stories relevant to their lives through in-store aspirational areas that celebrate the seasonal mood of the moment. These areas effectively create mini departments that take cross-merchandising to a more experiential level.

Removed from their conventional static setting, these products have a lifestyle context in lifestyle zones – treated with inspiration and authenticity, with a shop-in-shop feel for maximum standout.

A giant cross is the architectural anchor. This is a visible destination on the shop floor and also links the floors. But it’s not just about display; it provides the customer with an edited collection of seasonally-driven home and food products.

The Results

A pilot concept store in Cardiff has been evaluated, resulting in a blueprint for roll out. The store was shortlisted for Retail Interiors Department Store of the Year 2009.

Marks & Spencer

A cross between Home and Food

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The Client

The Soho House Group, whose members clubs, restaurants, hotels and cinemas are celebrated for their comfort and unique style.

The Opportunity

To convert a disused London East End pub situated next to Shoreditch House club into rooms that would become part of the Shoreditch House experience.

Household was selected by the Group’s founder and CEO Nick Jones to work collaboratively on the venture to expand his highly coveted members club portfolio.

The Transformational Solution

Nick and his team wanted simply to give members more sheer pleasure. With our shared affinity for people, Household worked with Nick to design the ‘perfect hideaway in the city’.

Drawing on the ‘room above the pub’ analogy, the 26 rooms are designed to feel as if they have always been there. Home comforts, aspirational details and exclusivity combine.

The hotel’s rooms are unrecognisable from its pub days of the late 19th century, when they were let to ‘whoever would pay for them.’

The Result

On opening, The Shoreditch Rooms received extensive coverage from reviewers citing the hotel as their ‘favourite new place’. The rooms have hit the target for both pleasure and business, with an award won for Wallpaper* magazine’s Best Business Hotel.

“Household brought energy and ideas to the table. We always start with a blank piece of paper, and together we created something fresh and desirable for our guests.”
Nick Jones, Founder and CEO, Soho House Group

Soho House Group

A perfect Shoreditch hideaway

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The Client

Global online fashion and beauty retailer, ASOS.

The Opportunity

To create a fresh identity for ASOS as it repositioned itself for the global stage.

Household was to give the brand identity an overhaul across multiple communication platforms, from logo to labelling to packaging, and through the ongoing communication of events to stakeholders and customers.

The Transformational Solution

Household has developed a tone of voice that captures the brand’s irreverent, spirited personality. A set of easy-to-use, inspirational guidelines are now in place, ensuring consistency across channels.

The labelling designed for ASOS creates clear links through its multiple ranges and categories. These also allow various sub-brands to appeal to different relevant customers.

Packaging, style guides and bundled gifts are some of the key points of engagement that have been developed.

The Result

ASOS grows from strength to strength, with sales up 107 per cent and the number of active online shoppers jumping 95 per cent in 2008. The continued success of the branding and online experience ensures ASOS attracts over 13 million customers a month across 160 countries.

“We immediately selected Household for their spirit, energy and creative pace. In short, they captured the essence of the brand and demonstrated its future potential.”
Matt Setchell, Creative Director, ASOS

ASOS

Branding online fashion

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The Client

Transport for London, the local government body responsible for most parts of the transport system in Greater London, UK.

The Opportunity

To create an inspirational, energising working environment within Palestra, Transport for London’s new award-winning eco-friendly home. The building itself brings together a disparate organisation, giving it a joined-up ambition under one roof.

Household’s challenge was to bring the vision and values of the organisation to life, making each floor of the building feel both different and part of the same story.

The Transformational Solution

Household rewrote Transport for London’s strategic document as a series of genuinely motivating mission statements to live within the fabric of a number of artworks created for the organisation.

The artworks help to unlock TfL’s latent pride. An umbrella concept of ‘Our future London’ informs graphic branding over eight floors, allowing the walls to be an internal communication tool. By using semi-transparent vinyl, natural light punches out colour and strengthens the impact of the graphics.

The design affects key touchpoints of a journey through the building. Each floor’s entry walls represent a different chapter in the TfL story. Inside each floor, London is brought to life on the glass walls of meeting rooms. We reveal glimpses of journeys, and the modes of transport that make them happen.

The Result

The artworks set the agenda for Transport for London going forward, as all eyes turned to London for 2012.

“The artworks enable us to work and think differently because they help us to see things differently. They are visually striking, yet subtle impressions of the work we do.”
Cary Rueda, Head of Communication Services, Transport for London

“The dynamic artworks at Palestra reflect TfL’s brand values and have set the benchmark for other offices in the TfL Group.”
Innes Ferguson, Group Design Manager, Transport for London

Transport for London

Making the walls talk

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The Client

Aurora Fashions, the parent company of several British retail fashion brands including Oasis, Warehouse and Coast.

The Opportunity

To develop a space for showcasing the group’s key fashion brands on a daily basis, providing a working hub for the PR team and an outpost for head office.

Household’s challenge was to find a design language for Aurora Fashions that would enhance – not overpower – its brands. It had to be a space for entertaining investors, journalists and fashionistas, while communicating that Aurora Fashions is a firm with its finger on the fashion pulse.

The Transformational Solution

The concept was to create a space that feels more like a party than a showcase.

We worked with the existing domestic feel of Aurora Fashions’ chosen space – an apartment in the heart of Oxford Circus, London – to create an experience that works both as a holistic, comfortable space, and separately as rooms.

The flexible areas celebrate up-and-coming seasonal collections, allowing for changeability and pace. The brands are able to project their strong personalities and tell their different stories in a like-minded ‘fashion feel’ environment.

The Result

The result delivers a hybrid work-come-entertain experience for Aurora Fashions that is ready to host any fashion party or brand launch. On opening, it was booked as a studio backdrop for the BBC’s ‘What Not to Wear’, with journalists citing the space as a destination on their fashion map.

Aurora Fashions

PR that’s like a party

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The Client

The UK’s biggest chain of high street chemists – health, beauty, pharmacy and more.

The Opportunity

To help Boots clarify where customers can find what they’re looking for in store.

Household acknowledged that footfall was not a problem for this high street giant. Rather, people became frustrated over difficulty in locating the items they had come in for.

The Transformational Solution

Our research and understanding of the brand across multiple formats revealed a need for a comprehensive branded signage system. This would provide a unique infrastructure vital to the stores being easy for customers to shop.

The in-store signage is designed to be simple, low cost, and flexible. Scalable and flat-packed, it is magnetic, lightweight and easy to assemble and install.

With the system, staff can easily grow or shrink an in-store category area.

The Result

Since launch, both the customer satisfaction index and the average transaction value (ATV) have shot up. Harvard Business School has written a case study on the effectiveness of the design for customers and for staff.

Household has worked across formats and department levels, formulating innovative ways of shopping key categories such as Skincare, Baby, Photo, Boots Optician and Boots.com in-store kiosks. Household named and developed the community-focused format ‘Your Local Pharmacy’.

Roll-out across the 2,500-store estate continues.

Boots

The beauty is in the destination

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The Client

British-Swedish company AstraZeneca, the world’s seventh pharmaceutical firm.

The Opportunity

To bring a personality to the AstraZeneca Headquarters in Macclesfield, a multi-million pound building constructed from the ground up that consists of five floors of restaurants, conferencing and training suites.

Household’s other challenge was to help people navigate around the vast space. Those visiting the centre are a mixture of staff, visitors, trainees and the local community – to the tune of thousands each day.

The Transformational Solution

The strategy for the internal branding was to communicate the business values to everyone visiting and working there.

Household saw the building as an opportunity to stimulate discussion, challenge conventional thinking, and create an energetic hub showing AstraZeneca’s optimism for the future.

‘Pioneering spirit’ captures the tone and energy of the environmental communications. An inspirational invitation is made to people via the graphic panels at key touchpoints throughout the building. These serve a dual purpose as, using visual iconography, they also indicate what happens in each area.

The Result

The design solution has brought to life what is special about the business and its surrounding community, whilst performing a practical role, too.

“We believe the building is an uplifting place, where people will feel energised by their surroundings and proud to be part of a global business that changes people’s lives.”

Chris Butcher, FM Business Partner

AstraZeneca

Pioneering to stimulate and energise

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The Client

Virgin Media, a leading provider of telephone, TV and Internet services in the UK.

The Opportunity

To ‘Virginise’ 50 people-focused buildings and offices following the merger of ntl:Telewest and Virgin Mobile.

Household knew the project was more than an identity facelift. The entire business needed rebranding as a Virgin company. But that new company was entering the quadruple play market, and the environment had to reflect this exciting step.

The Transformational Solution

Customer insights showed that staff felt de-motivated because of the poor working environment, with few forums, tools or ways to build a positive team mentality. The concept Household has created was ‘Our Neighbourhood’, geared to shift the emphasis from ‘them’ to ‘us’.

Formerly neglected and underused communal areas are now key spaces. These are designed to improve the staff’s everyday lives, and get them talking to one another.

The 50 buildings in the project were of varying size and functionality. So from Head Office to call centres, Household’s solution is modular, with a combination of hard and soft changes.

The Result

The environment has scored well with employees and has created a springboard for Virgin Media to make changes as a brand, as well as internally as an organisation.

A survey carried out after launch showed employee retention levels soar. Over 80 per cent agree that they could see a future for themselves within the business, and that the environment helped change the culture.

The scheme features in the ?What If! innovation book, ‘I Wish I Worked There’.

Household has gone on to design Virgin’s largest call centre in Swansea, a truly revolutionary space that redefines customer service and how this is delivered.

“This is not just a veneer, there’s a reason why all the design components exist.”
Adrian Spooner, Creative Director, Virgin Media

Virgin Media

Getting people talking

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The Client

The French skincare brand RoC, an anti-ageing specialist founded in 1957 and now part of the Johnson & Johnson stable.

The Opportunity

To help launch a branded product showcase in Boots stores to increase market share within the UK’s premium skincare category.

Household recognised the need to create a premium feel, focusing on a merchandised unit that would form the backbone for a ‘super skincare’ category in Boots stores – with RoC as the lead brand.

The range also needed clearer segmentation in order to successfully target various age groups, and to speak more directly to customers about how to choose RoC products.

The Transformational Solution

Household’s insight was that customers saw the RoC products as ‘medical’. The brand language was intimidating, with beauty benefits played down. Creating a sensory ‘beauty-led’ presentation for its products would enable the brand to make a stronger visual link with beauty categories, without losing its expert feel.

We looked at everything from unitry, lighting and graphics, to tone of voice and product photography, re-shooting all products to fall in line with the sensory-led concept.

The illuminated in-store brand platform Household developed is intended as an international model for countries in which RoC has low brand recognition. The unit has been rolled out through larger Boots stores in the UK.

The Results

The showcase credibly delivers the RoC message, bringing the brand alive for customers and helping them to make the right product choice.

“The team at Household has been professional and helpful, producing an outstanding design.”
Kevin Bennett, Senior Category Manager, Johnson & Johnson

Johnson & Johnson

Anti-ageing made beautiful

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The Client

The American multinational Internet corporation Yahoo!, visited by around 700 million people every month.

The Opportunity

To create an environmental expression of the online technology and media brand for Yahoo’s offices worldwide.

Household had to create a three-dimensional personality for the Yahoo! brand to welcome colleagues, visitors, partners, and investors, and made their spaces across the world tell the story with real Yahoo!-ness.

The Transformational Solution

The challenge for Yahoo! was that as it grew, its story was becoming lost internally amongst its people. Its on-screen vitality needed to be felt behind the scenes for those that live and breathe it every day.

Our concept was ‘addicted to life’, a celebration of what Yahoo! does – from buying tickets and cars, to asking questions and gaming. With this, Household has released the energy of the online brand. Through environmental branding and graphic communication, we bring to life all the good stuff Yahoo! makes possible.

Dramatic, larger-than-life imagery tells stories about the company and its culture, all while referencing quirks local to that city. Communal areas are treated as opportunities for people to stop and chat.

The Result

Household has developed an effervescent environment that expresses the activities and character of the company. It motivates the business’s employees, inspires visitors and, crucially, connects the different parts of Yahoo!.

The scheme started with the London headquarters and has subsequently rolled out to Paris, Amsterdam and beyond.

Yahoo!

Connecting a global Internet company