Published on March 28, 2014
C LIC K ! click im ages to read fullreport UNIT 3, RYLETT STUDIOS, 77 RYLETT CRESCENT,LONDON, W12 9RP T: +44 (0) 20 8811 1714 E: INFO@BEYOND-COMMUNICATIONS.CO.UK 0 3 / 2 0 1 4 must-see stores, trends, insightsRETAIL INSIDER TREND REPORT NEW STORE Petit Bateau pop-up Shoreditch NEW STORE The Box Boutique PROJECT The Gracechurch Centre INSIGHTS Visiting a café, restaurant or hotel has become so much more than eating & sleeping INSIGHT Step into the wonderful world of Paul Smith PROJECT Barburrito – food that mex the world spin faster PROJECT Wild About Beauty’s Supernature campaign INDUSTRIAL LUXE
visiting a café, restaurant or hotel has become so much more than eating and sleeping customers increasingly expect to receive a warm welcome, be delighted by the menu offer and sometimes, even to be taken on magical journeys Sources: HomeBuildLife, Philips Lighting, The Guardian, Nesta INSIGHT LEARNING: NOT LEISURE Sites such as TED Talks have spurred a renewed interest in learning and the sharing of ideas – a global phenomenon turning leisure time into a prime opportunity for exploring through experiential learning. Craft workshops are growing in popularity, with cafes such as Drink Shop & Do in King’s Cross teaching anything from customising sunglasses to jewellery-making, all whilst enjoying a delicious afternoon tea. Storytelling remains central to the food scene, with both designers and chefs drawing on childhood memories, fairy tales and famous novels to deliver memorable experiences. Guests visiting Hoxley and Porter in Islington are transported into the life of a fictitious Victorian explorer, where smells, sounds and surroundings are all part of the experience. HoxleyandPorter DrinkShopDo
INSIGHT INTER AC TIVE AND TIME-OF-DAY LIG HTING LEDs are being used to revitalise spaces: increasing wellbeing and adding an element of interactivity to lighting systems. 8 Northumberland Avenue, a 500 room grand hotel, added colour changing LEDs to its historic ballroom. Using an iPad, customers and staff can easily vary the colour and intensity of the lighting to suit different events. This simple move has seen bookings increased by 72%. We expect the next thing in lighting to be about circadian-adaptive lighting – the very latest in LED technology. It works by shifting the colour and brightness of interior lighting automatically throughout the day, mirroring exterior light. This has been well-documented by the medical press to bring a great sense of wellbeing and health benefits. Sources: HomeBuildLife, Philips Lighting, The Guardian, Nesta INSIGHT USER-G ENER ATED CONTENT DRIVES BR AND RELE VANCE Technology is forging a two-way exchange between customers and leisure outlets, transforming spaces into places to meet and network with like-minded individuals, helping businesses affirm their brand image and establish their authority in the market. Morgans Hotel Group has been quick off the mark in harnessing lifestyle platforms to deliver user-generated content, driving the brand’s relevance, whilst building buzz and an international community of followers. We expect LED menus to make a big splash, with clients able to order directly from screens. At Logbar in Tokyo, customers can interact with other drinkers as well as view, “like” and order their drinks from their iPad based menu - merging virtual and real worlds. They can even create their own cocktail recipe and earn a commission when another customer purchases it. Logbar,Tokyo
T R EN D INDUS TRIAL LUXE The industrial look is still going strong, but the style is becoming increasingly sophisticated. Metallic surfaces are highly polished to reflect the surroundings, whilst copper and brass replace steel, and are set off against crystal, veined marble or glossy wood. Iridescents are gaining momentum and creating an eye-catching finish on mirror and ceramics with attractive colour pops. highly polished metallic surfaces, crystal, marble & iridescents TREND Sources: Studio Besau Marguerre, Maison Objet,2014, Home Build Life
food that MEX the world spin faster P R O J EC T BARBURRITO Barburrito founders Morgan and Paul had a vision: to share their love of Mexican food and make burritos big in the UK. Beyond worked with the entrepreneurs to build a compelling brand experience that would support the fast, fresh, healthy food offer, securing stand-out in a crowded market. Taking a personality-led approach to the brand, Beyond brought Morgan and Paul centre-stage, dubbing them ‘The Fast Food Revolutionaries’, and enlisting the help of mascot Derek the donkey, to inject some humour and add a family friendly feel to the brand’s communications. We developed an energetic strapline, ‘Food that MEX the world spin faster’ and brought the brand to life by designing marketing collateral as well as interiors and graphics for the Deansgate, Piccadilly, Trafford Centre and Liverpool restaurants. Our collaboration has enabled the entrepreneurs to lead the burrito race and establish a strong modern Mexican presence across the UK’s main cities – making them well placed to take London by storm.
N E W S TO R E Better known for its classic yet cool childrenswear, Petit Bateau opened its first ever adult store nestled between the quirky cafes and creative agencies of Charlotte Street in Shoreditch. This delightful pop-up boasts menswear and womenswear, although aspects of both are androgynous; Breton stripes and bright pops of colour feature heavily across both collections. Thanks to a partnership with Wayward Plants, the shop has a real jungle feel – baskets of plants hang from the ceiling and potted plants and cactus sit under the rails open until 14th March juxtaposing the clean lines and crisp patterns of the SS14 collection. The store is partway through its ‘blink and you’ll miss it’ one month run but those in the know can take home part of the shop to remember for much longer. All the plants you see can be adopted after the store closes its doors, simply by sketching how your favourite would look in your own home or garden. For the less creatively gifted among us, pick up a graphic printed sweatshirt or floral jersey and let your clothes do the talking instead. PE TIT BATE AU P OP-UP, SHOREDITCH Images of the collection – altomagazine.com
I N S I G H T HELLO MY NA ME IS PAUL SMITH This month we stepped into the wonderful world of fashion designer Paul Smith at London’s Design Museum. The exhibition gives a fantastic insight into his inspirations, creative process and vast collections of work. We were taken on a journey from his beginnings in Nottingham (where, we might add, two of our own superstar designers also gained their art education), to his current international occupations. Most fascinating was the recreation of his chaotic London head office, pilled high with curiosities collected from across the globe – a genuine expression of his mantra, and our favourite quote: “You can find inspiration in everything… and if you can’t look again.” Exhibition opening has now been extended until 22nd June 2014. Images: Design Museum, Fashion + Flaws
N E W S TO R E A new eccentric boutique has popped up on Draycott Avenue in Chelsea, stocking a range of glamorous footwear and accessories from established and avant- garde brands. Classic British detailing is used in a playful way throughout the store to display the exciting collections. The Box Boutique is entered through a quintessentially English floral garden. You then step into a traditional British interior, bought to life with colourful, quirky touches, using edge-lit acrylic to create a delightful shopping environment. The fun continues upstairs, where there are two rooms to choose from: for the ladies there is a light and elegant retreat, which includes a champagne bar and dressing table for a relaxed and sophisticated shopping experience. Whilst the men can delve into the comfortable gentlemen’s club room, complete with play station and docking station to keep them entertained. Even in the men’s club room the chance to sell has not been missed with a collection of accessories displayed within a Louis XV table. But the absolute stand-out feature of this store is the relaxed atmosphere that has been created. The traditional look with the quirky finishes will make you smile and keep you engaged in the environment, whilst the comfortable rooms on the first floor will make you want to hang out and stay. THE BOX BOUTIQUE
P R O J EC T WILD ABOUT BEAUTY’S SUPERNATURE CAMPAIGN Consumers are always searching for the right cosmetics to get the looks inspired by the latest catwalk and red carpet trends. Understanding upcoming beauty trends presents a key opportunity for brands to maintain relevance in the highly competitive cosmetics market and satisfy customer demands. By looking at trends, brands can reinterpret these to present their unique point of view, reaffirming their positioning and driving brand loyalty. Beyond has worked closely with Wild About Beauty, to develop seasonal campaign ‘look’boards for 2014, making these relevant to the brand’s personality and inspiring the SUPERNATURE marketing campaigns and collateral for the year. © C O P Y R I G H T B E Y O N D C O M M U N I C A T I O N S TERMINAL 2 8 T R A N S L A T I N G T H E T R E N D S © C O P Y R I G H T B E Y O N D C O M M U N I C A T I O N S TERMINAL 2 9 W I L D A B O U T B E A U T Y T R A N S L A T I N G T H E T R E N D S S / S 2 0 14 T R EN D T R A N S L AT ED W EB S I T E F I N A L C R E AT I V E LO O K B OA R D Images: WGSN & Web
P R O J EC T THE G R ACECHURCH CENTRE The Mall shopping centre in Sutton Coldfield has been given a fashion-forward rebrand and reverted to its original name of The Gracechurch Centre due to it being bought by M&G Real Estates last summer. Following consultation with shoppers, it was clear the former name still resonated within the community and that new branding was needed to reflect the sophisticated shopping experience that locals wanted. Beyond developed a new colour scheme using rich, luxurious purples and complimented this with a fresh blue colour pop to completely revamp the centre signage, using a new logo and stylish silhouette imagery to complete the look. We have also translated the new design across the website look & feel as well as various pieces of marketing collateral and stationery. The new look has been well received by the community and has also added appeal for retailers, with many exciting big name brands now coming into the centre. All Retail Design Delivery is managed by Beyond.
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