Green Room Britishness and Nationalism in Retail Design

© Green Room 2016 1

How Brands use Britishness and National Pride at Retail_

National culture is a fluid and ever-evolving concept, deeply linked to history and national character.This review looks at how different brands choose to use their nationality as part of their brand character and personality, and how this influences their retail design.The starting point for the review is Britishness, in all its guises. From heritage, craft and quality, to how Britishness can also be surprising and irreverent.

© Green Room 2016

Quintessentially BritishThese brands convey a sense of classic British heritage and nationalism.Some shout about it, while for others it’s subtly woven into their DNA. In each case, the brands rely on the associations with deep, rich British character.


Brooks England1.0 Quintessentially British_

Hailing from the West Midlands, Brooks England’s heritage dates back to 1866.

Their advertising and brand styling strongly reference this illustrious history.


Brooks England

The brands commitment to original crafting processes and materials supports it’s feeling of heritage and place.

In addition to the vintage feel of their brand communications, the materials and details used in their environments and POS displays in concessions support the connection to British craftsmanship.

1.0 Quintessentially British_


Twinings

Britishness and tea drinking have always gone hand in hand. The brewing ritual is part of the national identity.

Twinings embrace their rich heritage and sense of place in British society, but it does not stop them from also expressing themselves using very modern graphics and language, marrying the two points of view successfully.



Twinings

The Twinings store at 216 The Strand celebrates the history and heritage of the brand from its original location.

A small museum documents the history of the brand from its 1706 foundation, underlining it’s heritage and experience, whilst a tea bar for sampling and tasting experiences reflect it’s modern approach and techniques.



Selfridges

Selfridges holds a place as an icon of British culture. The architecture, service and grandeur of the experience underline this and evoke its heritage and frame the experience.

The brand delivers this more directly in an irreverent fashion, using humour and a light-hearted approach to its own image.

Selfridges create a counterpoint to this expectation through highly modernist experiences such as the Fragrance Lab and Water bar.



Selfridges

In addition to the association with their history, Selfridges build their sense of Britishness through their support of British design talent.

Initiatives and campaigns such as the annual “Bright Young Things” use the superb canvas of the Selfridges window displays to champion the next generation of British talent.

Selfridges stretched this further in 2015 with the “Bright Old Things” that celebrated the older British generation embracing design in their retirement.



Burberry

Burberry’s brand story and relationship to British culture is one of subversion and reinvention. When their signature pattern was adopted by a rather brash element of society, Burberry ditched the pattern and looked to reinvent themselves.

Through subtle brand associations with icons of British style and muted campaigns celebrating the richness of British culture, Burberry gained a position as masters of modern British sophistication.



BurberryBurberry’s flagship store is a celebration of British design and craftsmanship, offering a dynamic and luxurious brand environment.

Technology has been woven through the period architecture of the building to enhance the shopping experience and engage customers with the product, creating a modern perception of the brand.


© Green Room 2016

Irreverently BritishSometimes focussed around an individual character and sometimes running through their whole personality, these brands reflect a cheekier, more raucous element of the British nature.Witty, challenging and political, these brands proudly ignore British civility.


Marmite2.0 Irreverently British_

Though originally discovered by a German and named after a French pot, Marmite has become a symbol of British food and social culture recognised the world over.

It’s polarising taste has been the fuel for many of it’s campaigns with it’s underlying association with the eccentric British nature. The brand subtly references it’s British heritage through activations such as the Ministry of Marmite.


Marmite2.0 Irreverently British_

Marmite use their eccentric brand nature to create entertaining activations e.g. the Marmasaurus to engage their customers and build a tribal following for the brand.

The brand achieves a strong link between the physical representation and the alive digital representation of their brand. For example they recently used a social media innovation to bring to life their polarising brand mantra, with a ‘pay by sentiment’ café, using twitter handle data to gauge an individual’s positivity.


Vivienne Westwood

The Westwood brand lives as a reflection of the nature and personality of its creator; expressive, challenging and uncompromising.

As an icon of the punk movement of the 70’s and 80’s, Vivienne Westwood is strongly associated with the rebellious British nature.

This is often reflected in her brand through the appropriation and reuse of British iconography, both historical and modern.

2.0 Irreverently British_


Vivienne Westwood2.0 Irreverently British_


Alexander McQueen2.0 Irreverently British_


Alexander McQueen

As one of the country’s most progressive fashion designers Alexander McQueen is constantly pushing the boundaries of what it means to be British.

With a background in Saville Row Tailoring and period theatrical costuming, his style and brand always carries an undertone of British formality and heritage, no matter how progressive and challenging.

2.0 Irreverently British_

© Green Room 2016

Modern BritishWhilst of an inherently British nature, these brands approach their nationality in an understated way, focussing on craft, quality and attention to detail as representations of a modern British approach and aesthetic.


Established in 2002, Tom Dixon is a British product design brand. With a commitment to innovation and a mission to revive the British furniture industry, the brand is inspired by the nation’s unique heritage and produces extraordinary objects for everyday use.

3.0 Modern British _

Tom Dixon


The Tom Dixon empire includes the Design Research Studio, responsible for a plethora of retail and hospitality environments including; Tom Dixon Sandwich restaurant in Harrods, Eclectic Restaurant in Paris and Multiplex at Selfridges which is London’s first pop-up department store.

Each of the environments provides a platform to showcase Tom Dixon products and promote brand awareness.


Tom Dixon


Dyson

“Like everyone we get frustrated by products that don’t work properly. As design engineers, we do something about it. We’re all about invention and improvement.” - James Dyson

James Dyson, the founder inventor, is a personification of his brand. He is recognised as a modern British entrepreneur.



Dyson’s brand communications centrifuge around their design process.

Similarly their retail environments are spaces that allow the technology to come alive with detailed explanation and an enthusiasm for science and engineering.

Dyson3.0 Modern British_


Bombay SapphireYou don’t get much more British than a gin & tonic and Bombay Sapphire are recognised as the British gin of choice. However, the brand chooses to put more focus on the process, craft and ingredients that go into their spirit than their heritage.

Whilst other gins boil their botanicals directly in the spirit to achieve their flavour, Bombay Sapphire use the unique Vapour Infusion process where botanicals are held separately from the spirit in perforated copper baskets. When heated the botanicals vapours rise and their distinctive flavours infuse the spirit.



Bombay Sapphire

High profile British designer Thomas Heatherwick designed the new protruding glass structure for the Bombay Sapphire distillery in Hampshire. “For the studio this is the first time that we’ve had the chance to build in Britain,” said Heatherwick, who described the restoration work as an “honour”.

The greenhouse grows the botanical ingredients in the gin and the warm air is funnelled through the main building to aid in the distilling process. Further cementing their USP of vapour infused gin.

3.0 Modern British_

© Green Room 2016

International NationalismWhilst not being British, these examples illustrate a broad range of strong ways in which brands choose to leverage their nationality in their personality and visual DNA.


Rene Lacoste, French tennis legend, is the leading man behind the Lacoste brand.

Nicknamed “The Crocodile” by fans because of his tenacity on the tennis court, the iconic symbol adopted by the brand has become globally recognised.

Lacoste is renowned across the world for their high-end clothing, footwear, perfume, leather goods, watches, eye-wear, and most famously polo shirts.

The brand displays its French nationality proudly through its founder’s heritage and character.

Lacoste5.0 International Nationalism_


LacosteLacoste has created along with fashion designer Christophe Pillet the Lacoste Lab explicitly to promote innovation.

Newly developed products include an exclusive range of bicycles, footballs, motorcycle helmets, surfboards and skis.

The brands pop-up focussed sub-brand, Lacoste L!VE, invokes the playful, innovative spirit of Rene Lacoste, combining sporty heritage and impeccable French elegance with an irreverent tone.

5.0 International Nationalism_


Acne Studios is a Stockholm based fashion house with a multidisciplinary approach. Founder and Jonny Johansson’s interest in photography, art and architecture creates a direction that reflects contemporary Swedish culture.

The collections are defined by Johansson’s juxtaposition of design and attention to detail, with an emphasis on tailoring and an eclectic use of materials and custom developed fabrics.

Acne Studios5.0 International Nationalism_


Acne Studios5.0 International Nationalism_

Acne Studios headquarters is housed within a historic building in the heart of Old Town in Stockholm, creating a juxtaposition with the ultra modern and minimal design style that typifies their environments.

Known for their “Scandi style” Acne focuses on the quality, craft and form that define Scandinavian design in their brand communications.


MUJI was founded in Japan in 1980 as an antithesis to the habits of consumer society at that time. The concept was born of the intersection of two distinct stances: no brand (Mujirushi) and the value of good items (ryohin). MUJI began with three steps: selecting materials, scrutinising processes, and simplifying packaging.

Muji5.0 International Nationalism_


MUJI’s concepts are closely connected to the traditionally Japanese aesthetic of “su” – meaning plain or unadorned – the idea that simplicity is not merely modest or frugal, but could be more appealing than luxury.

Along with their minimally designed stores they have launched a trio of prefab minimal cabins designed as rural refuges for escaping the “hustle and bustle” of the city.

Muji5.0 International Nationalism_


In 1929 Max Braun began to manufacture radio sets. Soon after, Braun became one of Germany’s leading radio manufacturers.

From the 1950s, the Braun brand has been closely linked with and represents modern German industrial design and its combination of functionality and technology.

Braun5.0 International Nationalism_


To celebrate the Deiter Rams golden era of product design, the flagship Paul Smith store in London held an exhibition of Braun product from the 1950’s - 1960’s by designers including Dieter Rams, Arne Jacobsen and Dietrich Lubs.

The Braun Collection at Braun’s headquarters in Kronberg brings to life more than 90 years of Braun’s company and brand heritage.

Braun5.0 International Nationalism_


The Swedish outdoor brand creates timeless, durable and functional outdoor clothing and equipment.

They are very proud of their heritage which not only comes through in their products but also in their active participation in treks throughout Scandinavia and the conservation project Save the Arctic Fox.

Fjällräven’s products are currently sold in around 20 countries. Over time, a few have become classics – the Greenland Jacket, Vidda Trousers, Kånken Backpack and Expedition Down Jacket.

Fjallraven5.0 International Nationalism_


Fjallraven5.0 International Nationalism_

© Green Room 2016

Thank you

All intellectual property rights are retained and reserved by Green Room unless expressly released in writing. Full terms and conditions available on request. © 2015 Green Room.

CONTACT DETAILS

81 Rivington St, Shoreditch, London, EC2A 3AY UK T: +44 (0)203 367 1899Fort Dunlop, Birmingham, B24 9FD UK T: +44 (0)121 200 2828Prinsengracht 463-HS, 1016HP, Amsterdam, The Netherlands T: +31 (0)20 221 6521

www.greenroomdesign.com