Borders Retail Evolution
Apply our communication strategy for Borders to retail environments at both the Mall of Emirates, Dubai (13,000SqFt) & YAS Mall, Abu Dhabi (9,000SqFt).
What we did
Our fresh tone of voice for the brand is a key element for the retail environment. “Your Place to be Inspired” translates the shop into an honest and true destination – the desired place for customers to be creative, to learn and to feel a sense of opportunity, which creates overall warmth to the shopping experience.
Our categorisation of departments and store sectors follow this with confidence. “Your Place to Read”, “Your Place to Play”, and “Your Place to Work” greets customers at the entrance and throughout the journey to identify the product zones, with vibrant colours and warm messaging to complete an inspiring and all-inclusive environment.
Full height glass fascias reveal the extensive product range in-store, whilst the ordered retail merchandising systems ensure the store journey becomes a seamless experience. The architecture of the store is clean and linear, and adds to the easy and relaxed approach to retailing within Borders.
We’ve added movement and more colour through the installation of large-scale screens, positioned behind the till area, to inspire customers with all the latest promotions and upcoming product launches.
The main material palette is clean and simple, but is offset with darker timber tones to add touches of warmth throughout the store. High-level lighting and back-lit ceiling rafts guide customers to various zones, whilst the introduction of Starbucks becomes the coffee destination at the back of the store.