When Air Ambulance first approached D4R a few years ago, it was to assist them in launching a brand-new retail identity for their roster of charity stores. Earlier this summer, they got in touch again to discuss their newest store, based in Stow-on-the-Wolds. Due to open towards the end of the year, they wanted to open a dedicated area in-store for a new sub-brand, dedicated to women's fashion.
We met with the brand here at D4R HQ, to understand the new brief and brainstorm ideas with the Air Ambulance team before taking key pointers away to begin design. This retail concept project was heavily led by brand and 2D graphic communication, including drawing up names for the sub-brand. Two retail concepts were created, one focused on fresh and bright designs whilst the other was sultry, luxurious and overtly feminine.
Following another round-table with the brand, the opulent concept was the clear winner and the chosen name was 'Additions'. Featuring a deep purple and brushed gold colour palette alongside premium velvet and cushioned materials, the concept offered a luxurious edge to the Air Ambulance sub-brand.
As the new womenswear-focused brand would still be part of the charity store, it was important to note that stock quantities would also be varied. Flexible wall bays and mid-floor units, as well as easily interchangeable graphic communications, were of high importance when designing this space.
D4R supplied the Air Ambulance team with a full brand concept for this new space in-store, enabling the team to implement their new identity within this store.