Rebranding av anrikt varumärke
Inför nylanseringen av PS Retail (tidigare Produktställ AB) fick jag uppdraget att ta fram en ny tagline och nya texter till webb, film och mässmonter. PS Retail utvecklar, designar och bygger displaylösningar och koncept till en rad fina varumärken. De senaste åren har deras position på den internationella marknaden vuxit ordentligt, och de ville bli mer internationella och moderna i sitt tilltal. Därför är alla texter primärt på engelska.
Retail stage for your brand
Each brand has a soul. A unique expression that evokes emotions and dreams, creating impacts and confirms the image. They all deserve to be displayed in a way that highlights their personality and affirms the experience of the viewer’s eyes.
With more than 30 years of experience as provider of customized retail concepts, we know what it takes. Through responsiveness and sensitivity – with passionate accuracy and knowledge of future trends – we create the ultimate stage for your brand.
Jag har skrivit voice over-manus till filmen om PS Retail. Ta en titt!
Where do the new trends grow?
Where do you go to experience everyday habits in a new way, through new cultures? The choise of our inspirational trip was obvious. We went to New York.
Landing in the trend capital of the world we are greeted by a winter wonderland we are not quite prepared for. Snowy streets and a slight traffic chaos means that the easiest way to get around the city is by foot. But we know where we’re going. Our partner Active Display Scandinavia who are joining us on the trip has done a great research and found a bunch of gems that we tick off one by one. First stop is one of the many corner shops where the Manhattan residents go grocery shopping.
The sence of a marketplace
The contrast between the street’s winter cold and the greeting warmth inside the shop is an experience in itself. Of course, because of the difference in teperature, but also in the visual. The lighting is dimmed and directed to the fruit and vegetables stacked in wooden boxes. You get the feeling of walking around at a marketplace, a feeling of actuality. “This, you just have to taste, it’s a really good variety.” A shop assistent shows up next to us, offering cut apple bites. We taste, chat a bit about different apple varieties and leave the shop with a refilld knowledge of apples and a lot of new ideas about how we want to buy our food.
The US has always been a pioneer when it comes to retail trends. Just look at the large supermarket concepts ICA Maxi and Stora Coop. American counterparts were established on the other side of the Atlantic ocean long before these two became a common “once a week” -destination in Europe. Today, the the most talked about upcoming trends – including Retailtainment and Experience Economy – are growing both in the small individual stores and in the larger food chains that we visit in Manhattan and Brooklyn. It’s all about experience, inspiration and added value.
A journey in mind and memory
Millennials – born in the late 70’s and younger – want experiences and inspiration. Otherwise, they might as well order their goods online and use the time for something more fun. And walking around at the combined restaurant and grocery store Eataly on Fifth Avenue, I feel it’s absolutely worth the time. The Italian groceries are displayed in a very appetizing way in the same area as tables for the customers to sit down for a bite to eat. Both the scents and the environment reminiscent of holiday – Sicily, Rome, a square in Florence – memories that you happily revive at the cheese counter and tomato sauce shelf.
The sum of impressions from our week in New York is all about experiences. Of how much inspiration means for the desire to buy, and how a created atmosphere can build an experience that you simply cannot get at your computer at home, or in a traditional supermarket with white fluorescent light domes.
Attracting the adventurous mind
Scott sports is one of the world’s leading sport brands, with the mission of providing athletes with innovative gears and inspire them to push their limits. Scott is all about guts, attitude and freedom, and we are so proud to be their partner. We design, build and deliver their shop-in-shop concepts and stand-alone displays worldwide. Always pushing ourselves to create sleek solutions that capture the Scott spirit and present the products in a way that inspires the customer to go for the adventure.
Bringing the feel of nature to the store
Swedish Fjällräven is a premium outdoor brand, selling in 20 countries around the world. Through the years, we have updated their shop concept numerous times, always with the Scandinavian heritage in mind. A good example is the current concept for the European market, created in collaboration with Swedish architect Per Rickberg. A modern interior with white-pigmented ash panels that gives a light Scandinavian impression, a ”close to nature” feel. As always, the work process has also been done according to Fjällräven’s strict climate policy. A pleasant challenge since we like to take care of our planet.
Case: Varumärkesbyggande texter. Copywriter: Karin Marks. Uppdragsgivare: PS Retail.