VAN STRAATEN CREATES THE OPTIMAL SHOPPING EXPERIENCE IN NEW OPEN32 STORES
Fashion retailer Open32 has recently opened three new stores and used these as test cases for a brand new store concept. Together with all-round production company Van Straaten, B32 Groep – parent company to Open32 – decided to go for a versatile combination of visual branding and display materials.
Innovative visual branding plays a vital part in the new design. It creates the right store appearance and ensures optimum shop experience. For the improved look and feel, B32 Groep introduced a redesigned concept and original visual design. Van Straaten played an important advisory role during this design phase.
The visual branding of the new stores is all about the combination of a large number of different and innovative displays and print media. To create the right experience and also provide the customer with a first class service, Van Straaten used self-adhesive magnets, Visual Magnetics and VM-Chalkboard, an innovative magnetic chalkboard solution, double-sided slim frames™, VS-Decotex canvases and a wide range of other print media.
To keep the audience interested, shops need to change their visuals every season, holiday, and whenever there is a campaign or promotion. Flexibility and usability are therefore a vital component in the interior design. You want future-proof solutions. Applying Visual Magnetics instead of permanent prints makes that the branding becomes not only flexible and easy to change, it gives these stores the means to test the best combination of visuals and any given time. And with VM-Chalkboard it only takes a few seconds to change the message that they wish to share with their customers.
Menno Dings, Marketing Manager at Open32: “The visual aspect of our stores is one of the most important factors, so together with Van Straaten we’re testing different solutions. It helps us to formulate the right combination of elements that can be rolled out in our other stores. The visual branding is of great importance. At Open32 there is a variety of fashion brands that all need to come into their own, while also considering the visibility of our own brand. In addition, our customers like to be recommended; therefore, we show different combinations with ready to wear photography.” Everything is of equal importance, and that’s exactly where a visual partner like Van Straaten can offer its expertise.