Technogym UK

Practical Creativity For A New And Exclusive Retail Concession

Calm Creative won a three-way international pitch to be awarded Technogym’s global branded retail concession brief. Working with the senior retail marketing team based in Italy, we were asked to translate this premium brand into a scalable retail concession solutions for pan European roll out.

Balancing inspiration and education for an exciting retail concept

Technogym wanted a design and manufacture agency with both creative flare and shopper insight, that could drive the creative element of the retail displays, but also be mindful of the diverse location that the point of sale and retail concession would be to work in.

Shopper insight was evolved with the brand to ensure the retail concessions had a balance of inspirational content, product display and educations, in a manner that a existing user would be familiar with from using the equipment in hotels and gyms and inspire purchases for their personal use at home.

The retail concessions and point of sale built upon existing brand in-store look but added educational and lifestyle content inspiring shoppers to engage further with the brand either in-store and online.

Marrying materials with production to ensure a modular and responsive concept

A key aspect of the retail concession concepts was to ensure a modular and responsive suite of point of sale that could be cost effectively updated or revised to meet the specific requirements of differing locations and retailers.

Our integrated design process was key to this success with both materials and production methods being considered at the initial design stages to ensure the concepts remained truly versatile.

The concept allowed for the use of several core display items to be configured in a range of ways to create retail displays and concession of varying sizes depending on the end location or retailer.

Allowing a brand to express itself through complete material diversity

The multi material retail concession, using timber, acrylic and glass finished touches in stainless steel, demonstrates Calm Creative’s diverse material resources and manufacturing capabilities, and how they allow the brand to express itself with production limitations.

The range of retail displays were created to allow the marketing teams a diverse range of point of sale to implement as and when they needed.

Building a genuine and lasting relationship for future success

Building on the relationship founded with the global retail team, Calm also now works closely with the Technogym UK team, providing survey and creative support to create high impact graphic backdrops to aid brand recognition in a number of Technogym retail partners throughout the UK on a ongoing basis.