Retail Lab

Re tail Lab 10a Blandford Stree t.

Pop Up/Event Venue.

Sheridan&CoRe tail Design

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PRODUCTION

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Sheridan&Co

From top left: Sisley, Harvey Nichols, London; D&G, Selfridges, London; Assorted Skincare, Selfridges, London; World of Whiskies, Terminal 4, London Heathrow Airport; Lola’s Cupcakes, Selfridges food hall, London; Absolut Rock, Travel Retail, London, Paris, Moscow; Mappin & Webb, Regent Street, London; Organic Pharmacy, Rodeo Drive, Hollywood; Clarins, Selfridges, London; Laura Mercier, Selfridges, London.

Re tail Design

Sheridan&CoRe tail Design

Collective Minds’ dedicated and highly experienced team provide all aspects of pre, on-site and post event management – from design, concept and theme ideas to food and drink styling – offering clients a customised service and working closely with them in order to coordinate every aspect of the event.

surprisedelight

generosity

Insight by S&Co can be used in a variety of ways: as a test site for full prototype store design; as a temporary pop up shop to drive sales: to trial new point of purchase display or to host experiential events.

The venue can create a platform for brands to try out conceptual offers to customers in an environment that can be tested, examined and modified for the impact on sales, customer demographics and other variables.

Located just of Marylebone High Street, Insight gives brands and retailers a flexible platform to experiment in a retail environment with how they present themselves to their customers.

Brands and retailers are able to use the 70sqm store for a length of time which suits them - anything from a day upwards.

Introduction

Brand/Product Launch

Buyer/Press event

Luxury Icelandic winter-wear brand, 66° North, created a pop up sale shop using Insight. For three days only, the shop was opened to the public to showcase their clothing and items were sold on site at a reduced price. 

“The pop up sale was a huge success - the idea behind the shop was to showcase our brand to the UK, we had not expected to sell so many items of clothing whilst we were there. Thank you to the team at Sheridan&Co for making us feel so welcome in London”

Daniel Niddam, Marketing Manager, 66° North

Product launch

Create a pop up shop to encourage a new, younger demographic to discover the new Daily Energizer range and become ambassadors for Clarins before the products general release later this year.

- brief

RangeTarget market is 18-30 years with emphasis on 25 plus age group. Five products: Cleansing gel, freshening toner, 3 x textures of day cream. Premium brand but with an extremely affordable price entry point.

ConceptOpen a Clarins Daily Energisers pop-up shop for 2 weeks in February. First 2 days for press only and then open to the public.

The range will be retailed in the pop-up shop for just 10 days. It won’t be available in the UK again until the 28 April in Boots and July nationwide. Incentive to visit and purchase - a limited edition must have accessory.

ObjectiveTo present this new range in a setting that feels relaxed and informal and looks fresh, cool and contemporary. A setting that will capture the imagination of the press and makes Clarins relevant and appealing to a younger consumer. Not Clarins for my mother but Clarins for me.

To create a group of new and younger Clarins brand Ambassadors in advance of the national launch.

CateringA fully staffed and operational juice bar for press and public. Catered food for press days.

Format Browsing and chilling areas, consultation and testing, 30 minute Energiser Facials.

Promotion - Online

Promotion - Press

Render to Reality

Event images

• Pop up format gave Clarins a platform to engage younger consumers and launch new range to consumer media

• 80% of customers visiting the store were new to Clarins, which was a key aim.

• Sell-through was above Clarins expectations.

• All 160 facials booked out in just 36 hours

• The store exceeded targets for footfall with an average 10 walk-in consumers an hour

• High level of sampling resulting in subsequent sales

• Hundreds of brand ambassadors created to spread the word before all-store launch in May

• Positive impact on consumer media with 33 stories online during the time the store was open and an amazing 59 tweets

• Monthly magazine coverage will appear in May when range launches in-store

Summary

” ...wanted to thank all of your team for making it look so fantastic. According to Mediacom, the two brands that were most talked about during London Fashion Week were Burberry for airing their show live on a giant screen in Piccadilly circus and Clarins for our Pop Up Shop. So from a PR point of view, I would say we absolutely met our objectives and I'm well aware, we have you to thank for that!”

Soshana Gillis, Public Relations Manager, Clarins (UK) Ltd.

Feedback

Company NameSheridan&Co AddressHead OfficeRiversideMarket HarboroughLeicestershire LE16 7PTUK

London10A Blandford StreetLondonW1U 4AZUK

New York84 Wooster StreetSuite 703NY, 10012USA

Telephone NumbersHead Office: +44 (0)1858 468000London: +44 (0)20 7486 7499New York: +001 212 625 1666

Company Registration Number1720277

Websitewww.sheridanandco.com

Type of OrganisationPrivately owned company

Names of the Executive Directors / PartnersMichael Sheridan – CEO & FounderJulien Sheridan - Communications DirectorIngrid Tranter - Financial DirectorElliot Brogan - Operations DirectorJohn Dupuis - President - US Office

Number and locations of offices Sheridan&Co has offices in Market Harborough, London & New York including an affiliate office in Hong Kong.Manufacturing sites are located in Market Harborough, Shanghai, Guang Chao and Hong Kong

Number of Employees80 worldwide

Company Information

Company Information

Full Company Name: Collective Minds London Ltd

Office Address: 10a Blandford Street London W1U 4AZ

Invoice Address: PO Box 8283 Kibworth Leicestershire LE8 0WU

Registered Address: Granville Hall Granville Road Leicester LE1 7RU

Telephone Number: London Office: 0207 856 2092 Head Office: 0845 210 3344 Accounts: 01858 874 4981 accounts@collective-minds.com

Fax: 0845 370 4666

Email: fascinate@collective-minds.com

Registration Number: 06689055

VAT Number: 946 9184 74

Bank Details: Natwest Leicester City Branch Leicester. LE1 3NT Sort Code: 60-60-06 Account No: 46283641