Grabbing customers’ attention


The client

We have been working with Morrisons for a number of years on store design across its estate.

The brief

We were tasked with developing the look and feel for a new Party Shop concept for Morrisons, to sit within the foyer areas of its stores. Offering everything from celebration balloons to cards, cakes and sweets, it was to be a one-stop shop for all of its customers’ party needs, allowing it to compete more effectively with specialist party paraphernalia retailers on the high street.

What we delivered

The first Party Shop was installed in Morrisons’ Colindale (North London) store.

A large multicoloured ‘PARTY’ sign, in the style of an illuminated fairground sign, immediately catches the eye at the start of the customer’s shopping trip as they walk through the door.

We applied a bold colour palette to echo the vibrant colours typically used on party paraphernalia, such as cards, balloons and banners. Meanwhile, balloon-shaped messaging pings brought a sense of fun and informality to the shop.

What the press said

The Colindale store featured in Retail Week’s Top of the Shops 2015 ranking, where special mention was given to Party Shop:

With its dedicated “Party” shop-in-shop, a “Market Street” featuring graphics that make their point without shouting at the shopper and with a very heavy emphasis on fresh, this is what modern supermarket retailing is all about in the UK.

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