Turning Ideas into Realities
dreams light-touch refits
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Sales driving wash and brush-ups
Like many, the Dreams estate is on a constant cycle of maintenance and updates. Whilst it’s not financially prudent to fully refit every store, sales uplifts can be achieved through partial refits. Strictly defined scope and a tightly managed budget hit the return sweet spot.
What I did:
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Led and implemented two refresh programmes, one in 2020 and another in 2023​
2020:
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Reviewed all existing POS and graphics, discarding some and organizing the rest into a clear messaging hierarchy
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Added some large-format pieces to tell the important stories about services, UK-made and quality
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Designed fixtures for key brands and developed the first Sleepmatch Studio​
2023:
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Repurposed some of the new format layout principles
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Borrowed display components: mid-floor walls; soft linen-look dressing; hanging fabric graphics and pendant lighting
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A lick of fresh paint throughout