Haibike
High Impact Branded Space, Haibike, Building front-of-mind awareness
As innovators of eMTBs, Haibike challenged Design4Retail to create an immersive retail destination for expert riders by executing a high-impact branded space on the mezzanine floor inside RaceCo Cycles’ premium cycle store in the West Midlands.
Idea
It was vital that we created a space that was reflective of Haibike’s ethos and high-end product range by delivering a superior brand experience that would increase purchase desirability and preference. Following initial discussions with the brand, which included presenting a handful of mood boards and a menu of creative directions to understand the client’s preferences, “Industrial luxe” became our overarching design focus.
Insight
Sitting at the top of the stairs, the Haibike brand adopts half of the store’s first floor space. Using the concession’s predetermined in-store location, we sought to wrap the shopper in the brand of Haibike through an industrial retail store design. We also explored an array of design options that would incorporate elements of the outdoors into the visual merchandising areas.
Since many Haibike customers undertake research online before viewing the products IRL, we saw it important to activate the space using technology to help customers to seamlessly navigate this omnichannel shopping journey.
Realisation
Alongside incorporating topographical forms into the plywood flooring of the display to depict mountainscapes and their elevation, we displayed lifestyle imagery and included biophilic design elements to help the customer to imagine the bikes in a more natural setting – evoking an emotional connection with the product in the process.
The product-centric displays use a black mesh grid framing system that not only represents the structural aesthetic of the bikes, but also creates a flexible VM solution which helps to zone the space for a more purposeful customer journey. The 3D nature of the wall bays further contributes to the space’s overall interactivity, and as customers further immerse themselves with the brand and its products, they will notice embodiments of Haibike’s shark fin logo throughout the concession’s design.
Upon exploring a myriad of digital touchpoint options, we implemented tablet devices displayed on lecterns so shoppers can easily view and cross-reference product specifications, as well as digital screens displaying campaign messaging and dynamic ‘lifestyle’ media portraying the brand’s personality.
Together with displaying a selection of bikes and guiding the shopper from one side of the store to the other as they browse the range, a free-standing midfloor unit that sits between the opposing bays inspires customers to consider a selfie moment, working towards the brand’s objective of building “front-of-mind” awareness as they share the user-generated content on their social channels.
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