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Last minute change - made the 'You're invited to' banner black. Feels more consistent with the social media post/story.

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I searched for examples of 'invitational' emails on Edited. They consistently have the words:
Invited
Invitation
Yes
You're

They are call to action emails rather than purely informative.

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Adidas used one product and created an entire in store and window display.
I would like to try an create a minimalist style window just featuring the one product or one concept which relates to the in store experience.

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Sculptural animals were a focal point in the Burberry pop-up.
I would like to use the BrewDog logo to create a sculpture and novelty items for purchase.

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Visual Merchandising Forecast A/W 22/23: Supercharged Simplicity

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Visual Merchandising Forecast A/W 22/23: Supercharged Simplicity

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Mood boosting colours and modular designs

Soften bright palettes
by counterbalancing them with
the neutral tones and textures of natural materials

Layer spaces with colour blocked visuals

Simple and minimalist displays can be embellished with joyful colour blocking, 'Focus on using the right materials and the right tones for your brand'

Make fixtures flexible - create versatility in layout

Create spaces that will engage all the senses and lift/soothe the mood

Layer soft and hard finishes to create textures that appear to be tactile

Summary:
Utilise the whole space, either by using modular designs or making props/fixtures flexible. Using bright colours but contrasting with natural tones and textures.
I feel the contrast of the bold coloured merchandise against the natural wood floor and brick walls will create layers and textures as discussed in this report. Also by making sure the central fixtures are on tracks so the layout can be flexible.

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Visual Merchandising Forecast A/W 22/23: Rerooted Nature

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Visual Merchandising Forecast A/W 22/23: Rerooted Nature

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Using nature in VM feels grounding to people during these unknown times

Earthy textures, local and low-impact production will inspire new developments in this trend

Immersive experiences that bring us up close and personal with the wilderness

Celebrate the use of natural materials

Create makeshift props/fixtures from found materials

Use nature inspired patterns; wood grain, rock formations, leaves

Summary: I would like to use natural materials in the store e.g. reclaimed wood for the floors. This also create a pattern and texture as reclaimed wood is not uniform.
Natural products are mostly warm colours which creates an inviting feel. I would utilise warm lighting to accentuate this feeling.

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This report has identified 5 key areas that will impact product development by 2023.

1. Push for progress

2. Embracing frugality

3. Mastering wellbeing

4. Tech-ceptance

5. Intentional communities

I have focused on 1) push for progress and 2) embracing frugality

to incorporate in the BrewDog apparel range.
1. As a brand they are already eco-concisous therefore the apparel range would need to reflect this. Sourcing recycled / biodegradable materials and in an ethical supply chain. They can take accountability for their supply chain by offering the information to consumers via a QR code on each product.

2. Designing a range that is seasonless creates longevity in each apparel item. Providing quality apparel that can be worn at any time of year means customers will associate the brand with quality and durability.

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Due to the pandemic, loungewear has become apparel to be worn inside and outside the house. The hashtag #twomilewear has become popular, meaning the loungewear needs to be versatile enough to be able to wear out of the house.
Sweatshirts and hoodies have been one of the biggest sellers and sweatpants have become a wardrobe staple.
As working from home will become more of the norm for most people, a collection of comfort / loungewear is always a necessity. I would like to capitalise on this trend for the BrewDog range of apparel.

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My sister-in-law is a prime example of gender neutral fashion.
She is always wearing her husbands casual wear. In this image she is wearing her husbands sweat shorts and her own hoodie.
She is aged 33 years and has an 1 year old baby.
The hoodie also shows the purple/lavender trend.

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Creating a space for customers to bring their dogs is an added incentive for people to enter the store, even if they are just wandering past with their pooch.
Creating ANY incentive for customers to enter physical stores at the moment is essential.

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Dog owners enjoy it when their dogs are pampered (millennial research).

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Traditional BrewDog lightbox menus can be used around the store, not just as a drinks menu.
They are also very functional as staff can change the lettering as needed for new incentives/offers/price changes.

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Whilst Covid-19 measures are still in place stickers can be used to make customers aware of any social distancing measures. They don't have to be generic but can also include BrewDogs fun tone of voice.

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BrewDog can reuse old mini kegs and fill them with their own brand sanitiser. To be placed at the entrance and near the bar area.

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Inspired by industrial rebar.

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Final including wood floor

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Progression

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Rough sketch

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Final sketch including cash desk and impulse purchases.

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I created a ceiling suspended rail for an industrial style single rail.

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Initial sketch aided by Derek.

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Initial test of creating a 3D shape in photoshop. Needed to work on the perspective and shadow.

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Added customisation to the apparel

Toned down the window reflection

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I took this image and used it as the template for the store front.

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Please refer to Window Research & Development column for justification of costs.

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Will place adjacent to the bar so people can see their dogs whilst they shop or dwell.

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Lightbox style menu as per BrewDogs own aesthetic.

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Due to Covid-19 restrictions, most competitors in the craft beer market were not open.

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The above research has led to me link millennials as the target customer generation.

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*Please read as a double page spread.

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BrewDog uses a lot of neon signage throughout their locations so I definitely wanted to create some of my own.
Traditional neon lights have been associated with excess power consumption and made from toxic materials.
There are now alternative options such as neon art which is more environmentally friendly:

Consuming 70-90% less energy than traditional neon lighting

Uses LED neon which uses less power and has a much longer lifespan (approx 30,000 hours)

Running costs are much cheaper which means the lights can stay on 24/7.

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WHY WE LOVE OUR NEW LED NEON LIGHTS AND YOU SHOULD TOO So why did we choose to stock neon lights from Bag&Bones? Well to bring an edge of cool to any interior! Actually we have been wanting to add some complimentary products to Doodlemoo to help you get a whole look for your room decor. I totally love neon lights and think they can make a wall stand out as well as amazing prints. I have been looking around and what I feel is cool about these is that they are a new type of neon art that is more environmentally sustainable, and just as beautiful as traditional glass neon. By consuming 70-90% less energy than traditional glass neon lighting, LED neon - with an average lifespan of approximately 30,000 hours - represents a more sustainable solution for the planet. By keeping electricity consumption to a minimum, running costs are also significantly easier on the pocket too. This is what the sisters behind this brand say "We want bag&bones neon to be all about fun and joie de vivre, but it's really important to us that we create a product that limits our impact on the environment," says Gigi. "Our neon balances that care-free attitude on the one side, and that sense of environmental responsibility on the other." "The seductive glow of neon has lured me in for as long as I can remember," continues Gigi. "As well as lighting any scene beautifully and drawing attention, neon light just has such a positive effect on my mood."

Bag&Bones founder Gigi

Bag and Bones Artist designing led neon lights

We hope you like these neon lights as much as we do, I think the Flamingo neon light could go so well with our HOLA tropical print!, one of my favs are the lips in pink or red! also will go perfectly with our 'TE AMO' or 'QUEENS' art prints!!

Red lips led neon

And for the kids room the balloon is just the sweetest!, I would even have that one anywhere in the house as I have a balloon lamp in my sitting room! It's all about making the spaces fun, playful, and cool.

Balloon neon light

So this is why we love our new led neon lights and think you should too! We are really excited to be expanding our range of products and watch this space and we have some frames coming soon! We would love it if you leave us a comment, we would love to see what you think, what's your fave and what other products you would like to see from us!

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WHY WE LOVE OUR NEW LED NEON LIGHTS AND YOU SHOULD TOO

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WHY WE LOVE OUR NEW LED NEON LIGHTS AND YOU SHOULD TOO So why did we choose to stock neon lights from Bag&Bones? Well to bring an edge of cool to any interior! Actually we have been wanting to add some complimentary products to Doodlemoo to help you get a whole look for your room decor.

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Mood board for the windows.

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In 2018 BrewDog collaborated with WowDog in Huntly, local to their Ellon brewery, on dog biscuits made from spent grain from the brewery. Unfortunately they do not have them for sale on the website anymore but you can purchase them from WowDog directly (https://wowdog.co.uk/product/beer-bones/).
I would like to include these treats in the dog area and also as an opportunity in the SWOT.

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Just over ten days to go until that special morning when your furry friend gets stuck in to the neatly-wrapped parcels under the tree (and then the tree itself). Christmas is a great time for our faithful companions, as they station themselves in the kitchen for all manner of dropped trimmings before a long snooze in front of the fire as you doze on the sofa. As you know, dogs are central to us here at BrewDog, so we have created a range of epic merch if you feel exactly the same way!

And you still have time to order and get your special good boy or girl a gift...
Buy the BrewDog Dog Pack online here
Brand new in our online shop and perfectly timed for Christmas we have the perfect set for your pup. Ably modelled by Stilton here, and BrewDog Buster at the top of the post, our Dog Pack contains a sturdy BrewDog dog bowl, a lead for visiting our dog-friendly bars and a Punk IPA bottle toy to unleash their energy between walkies! Plus the cardboard box itself is deliciously chewable (just remove the plastic lid first).
Buy Subwoofer IPA online here
Speaking of delicious, if your canine companion works up a thirst we have the ideal thing to pour into that dog bowl. Subwoofer IPA is an alcohol-free, hop-free, non-carbonated and 100% delicious doggy beer with added B Vitamins and Probiotics - it is a tasty and nutritious way to give your pup a treat and hydrate him/her at the same time. If you don't believe us, just look at Luna here giving it the paws up!
Buy Man's Best Friend case online here
But should your hound drink alone? We say no way, as with the release of Subwoofer IPA giving dogs the chance to share a beer with you, it's only right that you should be able to pop the cap off a cold craft beer as well. So we have just added to our online shop the Man's Best Friend Case. You can celebrate Christmas with all members of the family, furry or not, with four bottles of Punk IPA and two bottles of Subwoofer IPA.

Also new online are a perfect stocking filler for your pup - and also the perfect stomach-filler. We have collaborated with our friends at WowDog in Huntly, just thirty miles from our Ellon brewery, on a new pack of dog bone biscuits, made from spent grain from our brewhouse. These alcohol-free, super-tasty treats are out now and ideal to ensure training is a smooth, seamless series of sits. Plus they go great with Subwoofer for the ideal pup-pairing!
Buy BrewDog Collar online here
Finally to have your hound looking their very best we still have in stock our dog collars in BrewDog blue. As impeccably modelled by the handsome Hunter here, we have three sizes in stock to fit all manner of furry friends. Strong yet soft material, they have a contour buckle and metal D-ring that fit any lead, and are guaranteed to turn heads (human and canine) next time you are down the park!

If you want to make sure your best friend gets his or her gift on Christmas morning, then these are the final dates you can check-out in order to do that. Don't delay though!

European Orders (excluding Russia, Ukraine and Moldova): Sunday 16th December

Republic of Ireland: Sunday 16th December

Scottish Highlands and Islands: Monday 17th December

Isle of Man and the Scilly Islands: Monday 17th December

Northern Ireland: Monday 17th December

UK Mainland Standard (3-5 days): Monday 17th December

UK Mainland Next Working Day: Wednesday 19th December

UK Mainland Next Working Day AM/PM: Wednesday 19th December

UK Mainland Saturday: Friday 21st December, Order must be placed before 12PM

Happy shopping! If you have any queries or questions about our merch or anything to do with our online shop, then email [email protected] and they can help you out. If you have any dog pics then be sure and tag @BrewDog in your social media snaps!

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Just over ten days to go until that special morning when your furry friend gets stuck in to the neatly-wrapped parcels under the tree (and then the tree itself). Christmas is a great time for our faithful companions, as they station themselves in the kitchen for all manner of dropped trimmings before a long snooze in front of the fire as you doze on the sofa.

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In our class I have observed that on any one day, at least 70% of the class are wearing some sort of casual / lounge wear attire. Either a sweatshirt, hoodie, sweatpant or a co-ord.
They aren't the demographic I am aiming for but it does show what the current fashion trends are.

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The use of QR codes to encourage consumers to visit a brands website has become a common omni-channel link. They are inexpensive and are somewhat immersive for customers.
I have used this strategy in my window display, carry bag and swing tag.

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Based on an average taken from 2020 to present, there are currently 32, 651, 948 people economically active in the UK (aged 16 and over).

Of this;

23.3% are aged 25-34 years

33.19% are aged 35-49 years

As Millennials are currently aged 25-40 years, they make up the majority of the age groups that are most economically active. As they are the age group that are most likely to be employed means they will have the most disposable income of all age groups therefore are a good target market for any retailer. (A05 SA: Employment, unemployment and economic inactivity by age group (seasonally adjusted) - Office for National Statistics, 2021)

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Clothing and footwear have seen steady growth since the global recession in 2009.
Women contribute more than double to men in this market.
If BrewDog can access both markets with a unisex range they will be getting a share of both markets and increase their customer base and revenue.

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This year greens, blues, greys and neutrals out-stocked pinks

Sweatshirts also increased in offer, most notably green, blue and purple

Bottoms have a higher percent of in stock products this year, with both sweatpants and
leggings categories increasing

Retailers shifted away from patterns and into more solid styles, with the number of in
stock plain products increasing by 11% YoY

Summary:
Slouch / oversized fit
Solid colours
Bold colours
No patterns
Text / slogan graphics
Bottoms are a key item

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As demand for comfortwear and safety continue to grow, crossing generations and household incomes, the brand's luxurious, colourful, nature-inspired and bio-fabricated line of basics garnered quasi-immediate attention

Anchoring its brand identity around science, sustainability and technology

Pangaia has been able to tailor aspects of its manufacturing and restocking, including the creation of new colours and products, consequently minimising product waste and over-production

The use of colour as an identifiable aesthetic but associates it with flora and fauna - where it draws its inspiration

Pangaia has developed a patented technology known as FLWRDWN that offers a vegan, fully biodegradable and insulating down alternative made from hypoallergenic wildflowers

Pioneering the creation of another material,the down also contains a green aerogel composed of 85% recycled paper and non-toxic, renewable, biodegradable materials

Summary:
Inspiration for the type of apparel I would associate with BrewDog. They have the same ideals toward sustainability and use interesting biodegradable/recycled materials.
The comfortwear style of the brand is also the aesthetic of the BrewDog range, it can be gender neutral and seasonless. I have also taken inspiration of their use of bold colours (as is the trend in comfort/lounger wear at the moment).

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Approx 8 weeks after I signed up to their mailing list. Things I have noted:

Large primary image

All caps snappy heading

Various CTA’s

Personalised copy ‘inviting’ me to ‘join them’ by making a purchase

Using the end of lockdown as a marketing tool (I knew they would!)

A list of their top products including CTA’s

I have already created my marketing email prior to receiving this example. I feel I have hit the same marks as BrewDog use, including tone of voice and general layout. My research of the brand and their social media had already helped me form a thorough understanding of their marketing techniques.

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I visited a well known dog walking park in my local area and spoke to various dog owners regarding their preferences as a dog owner. I asked the following 3 questions:

1. Would you more likely visit a store that you can bring your dog?

2. If you were walking your dog past a store that caught your eye, would you leave your dog outside whilst you shop?

3. If a public place is not dog friendly, would you think twice about visiting?

Female aged approx 25-30 years

1. Would you more likely visit a store that you can bring your dog? Yes

2. If you were walking your dog past a store that caught your eye, would you leave your dog outside whilst you shop?  No (actually exclaimed slightly!)

3. If a public place is not dog friendly, would you think twice about visiting? Yes

Female aged approx 45-50 years

1. Would you more likely visit a store that you can bring your dog? Not necessarily

2. If you were walking your dog past a store that caught your eye, would you leave your dog outside whilst you shop?  No

3. If a public place is not dog friendly, would you think twice about visiting? No

Male & Female (assumed couple) aged approx 35 years

1. Would you more likely visit a store that you can bring your dog? Yes

2. If you were walking your dog past a store that caught your eye, would you leave your dog outside whilst you shop?  No

3. If a public place is not dog friendly, would you think twice about visiting? Yes

Male aged approx 55 years

1. Would you more likely visit a store that you can bring your dog? No

2. If you were walking your dog past a store that caught your eye, would you leave your dog outside whilst you shop?  Yes

3. If a public place is not dog friendly, would you think twice about visiting? No

Based on the responses;

The majority of these dog owners would NOT leave their dog outside of a store whilst they shopped.

The younger aged people make choices based on if a place is dog friendly

Again the younger age group make decisions based on if an area is dog friendly or not.

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I sent Derek my Customer Profile, SWOT and PESTLE for review.
Following feedback, I made sure I have justified my SWOT and PESTLE points in my research and corrected the tone of voice in one of the elements in the customer profile.

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Blue
A common theme running through BrewDog reports, website, app, social is the pops of blue.
The signage on their locations is always neon blue and their main selling beet (Punk IPA) is blue.
I have decided to keep this theme running and selected a suitable tone of blue to run though my final document.
CMYK (81, 0, 22, 0)
I will use this colour to embolden headings and draw the readers eye to certain information. I may use various opacity levels to give more depth.

Black, White and Grey
I will use a monochromatic palette for the copy and will utilise white spaces for composition.

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After trying out a few fonts, I choose to use League Gothic as the primary font for the logo and headings. I chose this because it is consistent with the brands sans serif style, all caps, semi bold style.

I have chosen Calibri as the font for the body of text. BrewDog have accentuated headings in their reports but have a simple, clean sans serif font for the rest of the content. Calibri is clear and easy to read which is good for a professional document.

Headings / Sub-headings
Font: League Gothic regular
All caps - black or white only
Size: 30 pt
Tracking: 75 pt
Leading: 36 pt

Body
Font: Calibri regular
Sentence case - black only
Size: 12 pt
Tracking: 50 pt
Leading: 18 pt
(Bullet point formation may differ as required)

Tracked font is easy to read especially on a screen.
I have tracked the font slightly more on the email newsletter as I reflected on feedback we had from industry experts on Project 2 (Sweaty Betty). She suggested I tracked the text more in the email I presented.

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Old style vs New style

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As above.

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I was struggling with how to draw perspective in my sketches and on Photoshop - Derek helped my by sketching some basic perspectives using a vanishing point. This really helped me understand the fundamentals of sketching in 3D.

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I wanted to make sure the neon signs I created in Photoshop really 'popped' as they are trademark of BrewDog bars.
I vaguely knew how to create a neon effect from the last project but brushed up by watching this tutorial.

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I usually find formatting documents quite easy but I hadn't allowed for InDesign's somewhat odd practices! I tried to work out how to include automatic page numbers myself but soon worked out I need a little extra help.
Once I read through the support page, I now not only understand how to include page number but also the purpose of master pages.

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In Japanese, Chinese, or Korean versions, by default, Arabic numerals are used for page numbers. However, if you use the Numbering & Section Options command, you can specify the style of numbering, such as Roman numerals, Arabic numerals, Kanji, and so on. The Style option allows you to select the number of digits in the page number, for example, 001 or 0001. Each part of the document that uses a different numbering style is called a section. For more information on sections, see Define section numbering.

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In Japanese, Chinese, or Korean versions, by default, Arabic numerals are used for page numbers. However, if you use the Numbering & Section Options command, you can specify the style of numbering, such as Roman numerals, Arabic numerals, Kanji, and so on.

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Notes on items I need to justify in my final presentation document.

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Broad points that I want to elaborate on if I have time.

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I sent Derek my product adjacency and fixture layout plans for review. I had previously shown him my sketches in class so this streamlined my final layout.

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I sent Derek my social media posts and email marketing for feedback.
He asked questions of me that I didn't think about at the time which was good because I went back and made changes which have made the final product more consistent and in line with the brand.

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Checklist following our lesson on the grading matrix.

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St Albans, Hertfordshire — Best Places to Live in the UK 2020

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St Albans, Hertfordshire — Best Places to Live in the UK 2020

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The Sunday Times named St Albans the best place in the southeast to live in 2020, 'the place is thriving, with independent shops, bustling markets, a packed calendar of events and one of the best pub cultures in the country.'

French Row has a parade of medieval shops leading to the high street with boutiques, antique shops and restaurants.

The city reportedly has more pubs per square mile than anywhere else in the UK, including Ye Olde Fighting Cocks, which claims to be Britain’s oldest. The Campaign for Real Ale has its HQ here

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In 2006, a few Church of England clergymen suggested that Alban should replace George as the patron saint of England, such is the intense veneration in which the former is held. Today it is the city rather than the saint (who gave shelter to a Christian priest) that inspires cult-like devotion. Proximity to London and excellent schools are the driving force behind its reputation as a place people move to when looking to settle down and start a family. But there is far more to St Albans than this; the place is thriving, with independent shops, bustling markets, a packed calendar of events and one of the best pub cultures in the country. The countryside on the doorstep is also a big draw, as is

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St Albans, Hertfordshire - Best Places to Live in the UK 2020

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In 2006, a few Church of England clergymen suggested that Alban should replace George as the patron saint of England, such is the intense veneration in which the former is held. Today it is the city rather than the saint (who gave shelter to a Christian priest) that inspires cult-like devotion.

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Studies have found that it is the most popular city to raise a family

Historical charter market twice a week which attracts residents into town and also tourists

20 min train to Kings Cross

900 year old cathedral and 100 acre park attract tourists to the city

Lots of shops along the two main streets

Good culture - various theatres that offer shows and cinemas

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(Image: Ricci Fothergill/RMC)

Anyone who lives in St Albans can tell you that the city is the best place to live in Hertfordshire, if not the country as a whole.

Now, it seems that word is catching on.

The city was recently named by The Sunday Times as the best place in the southeast to live, while another study found that it's the most popular city to raise a family.

Here are our picks for the best reasons why St Albans remains one of Herts' highlights.

Our history

We all know the story, parts of St Albans dates right back to the Iron Age settlement of Verulamium, before becoming the second-largest town in Roman Britain.

Wherever you look you can see magnificent architecture, from the Roman Walls to the Norman Cathedral and Medieval clock tower.

It's easy to take comfort in the knowledge that you won't be able to find another city like St Albans.

Our markets

Speaking of the medieval history, the markets are thought to have originated in the era, with a special Royal Charter granted slightly later in 1553.

It's thought it could go back as far as the 10th Century, and has long been the community's central hub twice a week.

It still runs on Wednesdays and Saturdays, attracting both locals and tourists to the town.

In its true enduring spirit, some essential traders kept going during the coronavirus crisis, and more traders are opening while adhering to social distancing guidelines.

The brushes with fame

As well as being such a great place to live in its own right, being nearby to Elstree Studios means that many stars of Eastenders choose to make St Albans their home.

It also benefits from being a quiet haven away from London, meaning that stars who want a little privacy often decide the city is a perfect place to move to.

There are whispers that Cheryl, Emma Bunton, Zayn Malik and Gino D'Acampo have all been seen in the area, although my only spot so far has been Cheryl Fergison, who played Heather Trott in Eastenders.

The links to London

You don't need to be a star to benefit from the connections to London though.

Within 20 minutes you can be in Kings Cross with the whole of central London at your oyster, whether you're commuting to work or fancy seeing a show at the weekend.

St Albans residents also benefit from being close enough to complain about all the crowds of tourists and daytrippers when they visit the capital, while still being able to pretend you aren't one of them.

Walking distance to the countryside

If the rush of the capital isn't for you, then you can also take advantage of the fresher air.

Straight from St Albans you can walk up to Harpenden and Redbourn, or towards Hatfield on The Alban Way giving you a well-deserved break from the news and our screens.

Or you can go further afield and enjoy the Ashridge Estate, or enjoy the Lea Valley walk which runs parallel with the railway line, so you don't have to worry about tiring yourself out.

The Cathedral

Look at it! The oldest site of continuous Christian worship in the country, it doesn't look a day over 900 years old.

It's the longest Cathedral in the country, displaying an incredible selection of art as well as a visitor's centre allowing everyone to learn about the building's history and the life of St Alban, Britain's first saint.

Walking by this every day reminds you there's nothing else like it!

Correcting people every time they call it a town

That brings us onto the most important lesson you'll need to learn quickly after moving to St Albans - please don't refer to it as a town.

We've all been there, and as embarrassing as it is when you make the error the first time, nothing feels better than being able to be on the other side and say that famous "Well, actually..."

Verulamium Park

Even away from the already mentioned history, having Verulamium Park is one of the best parts of living in St Albans.

There's 100 acres of green space, a museum on-site, a model boating lake to explore, all while spending time alongside a variety of water birds.

Community spirit

You don't have to spend long in St Albans to realise there's a great community spirit around the city.

From the thriving independent shops on George Street and Catherine Street, to the wealth of charity initiatives always talking place from Action For Homeless to the multiple green schemes and clean-ups, there's always some way to help out.

The pubs

We got this far without saying the obvious one. St Albans claims to have the oldest pub in the country with Ye Olde Fighting Cocks and the most pubs per person than anywhere else in the country.

And we're not just talking about chains either, these are high quality local pubs from local people. Whichever corner you turn you'll find somewhere to have a drink, whether that's a small traditional boozer, gin bar, or quality gastropub.

Why have quality over quantity, when you could just have both?

The culture

That's not to say we just want to have a drink, there's the culture to match.

The Alban Arena sees quality comedians and touring productions come to the city, while the Odyssey has art-house cinema and blockbusters on show in an impressive environment.

There's also room to watch new talent come through, with The Horn putting live music on and the Maltings Arts Theatre offering high-quality theatre for affordable prices.

The Schools

There's many reasons St Albans has been named the most popular in the city in the country to raise a family, but the quality of our schools has got to be the best.

It's the seventh highest area in the country for families and the highest city, finding that 21.5 per cent of people living here are married with children.

There are a dozen outstanding schools for children aged 3-11 according to Ofsted, with another 20 more good schools.

When it comes to secondaries, Beaumont School, Sandringham School and St Albans Girls' schools were named in the 200 best state schools according to The Sunday Times Parent Power Guide.

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12 reasons why St Albans is the best place to live

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Anyone who lives in St Albans can tell you that the city is the best place to live in Hertfordshire, if not the country as a whole. Now, it seems that word is catching on.

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E-commerce retailers cannot tap into all five senses therefore physical stores have an advantage

Shoppers engaged through all five senses in the store spend more time there and are more likely to make purchases

Bricks and mortar need to take advantage of tapping into all five senses

Build a brand experience with all senses in mind

Retailers are only focusing on one or two senses

Visual: design, colour, lighting

Touch: feel, try on

Smell: links to memories/emotions

Sounds: music that represents the brand identity

Holistic sensory experience

Digital is rational / Bricks and mortar is emotional

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"I have racked my brain to think of a retailer that has managed to orchestrate all of the senses. ... [+]
Getty

While brick-and-mortar retailers wring their hands about the sad state of affairs in physical retail, they may be overlooking the most powerful competitive weapon at their disposal and one that e-commerce retailers cannot replicate: their ability to engage shoppers' human dimension through their five senses.

Shedding light on the power of multi-sensory engagement in retail are assistant professor Miralem Helmefalk and Bertil Hultén, Ph.D. at Linneaus University in Sweden. In an article published in the Journal of Retailing and Consumers Services, they write, "For retailers, a visually dominant store atmosphere should be designed more in the direction of a multi-sensory atmosphere in offering shoppers more appealing experiences of the retail setting."

They cite research that demonstrates "a positive effect of multi-sensory congruent cues on shoppers' emotions, through valence and purchase behavior, through time spent in the store and purchase."

In plain English, shoppers engaged through all five senses in the store spend more time there and are more likely to make purchases.

Brick-and-mortar retailers need to do more

With the rapid encroachment of digital e-commerce, brick-and-mortar retailers desperately need more effective tools to compete in the physical world. The bad news in physical retail is undeniable. For example, 7,567 national retail stores have closed so far this year with the final tally expected to reach 12,000 by year end.

And even more alarming, UBS predicts that with each percentage point market share rise in online retail, some 8,000-8,500 stores will need to close. As it stands, e-commerce holds a 16% market share and it is expected to rise to 25% by 2026. UBS expects upwards of 75,000 stores will be forced out of business by then. While estimates of Amazon's share of e-commerce retail vary, closer to 40% than 50%, it still is wielding the biggest hammer to physical retail's coffin.

In the face of these dire assessments about the fate of physical retail, brick-and-mortar retailers have a powerful advantage that no digital upstart can compete with, even Amazon with same-day or next-day delivery. It is their power to engage in the real world by activating all five senses.

E-commerce retailers can't do what brick-and-mortar retailers can

Unfortunately too few retailers are effectively using the power of multi-sensory experiences at retail, believes Darren Coleman, founder of Wavelength Marketing and author of Building Brand Experiences: A Practical Guide to Retaining Brand Relevance. "Retailers would benefit from building brand experiences with all our senses in mind," he shared with me.

With a Ph.D. in branding and as a guest lecturer in corporate brand management at the University of Warwick, Coleman comes bearing plenty of footnotes to back up his opinions.

"I have racked my brain to think of a retailer that has managed to orchestrate all of the senses in a truly unique and personalized way. Not one retail brand has cracked it. So the good news is there's an opportunity there. But I don't know of anyone that has found the right cocktail," he says.

Rather than hitting on all five-sensory cylinders, retailers have tended to focus on one, like the visual, or two, adding scent or music, while ignoring the potential of telling a cohesive brand story with all five senses.

"Senior executives become a bit like a kid in a candy store when they realize its potential. Then they dive head first into using sound or scent without considering how they're relevant to their brand," he says. "The result is disjointed and inconsistent experiences that customers struggle to connect with."

Retailers need to take a step back, get above the fray, and assess what their brand ultimately means and how they can communicate that consistently across all five senses. Such messaging can cement the brand in customers' memories because brands operate in the emotional space.

"The key is to build multi-sensory experiences in retail that trigger an emotional response before the conscious, cognitive and rational parts of the brain kicks in," Coleman says, as he takes me on a tour of retail brands that are taking a multi-sensory approach.

Visual

The visual sense is by far the one that retailers activate most frequently in terms of design, color, style and lighting. But it may still be used ineffectively if the visual cues and clues in the store are not tuned to the ones that will engage the customers most effectively.

Coleman points to Versace that uses bright and bold colors to maximum effect "to convey their ostentatious, confident and extroverted personality," as compared to Armani, which embraces "a more refined, understated and timeless approach."

The visual cues and clues of jewelers Hearts on Fire and Tiffany and Company stores right across the way in the King of Prussia Mall couldn't be more contrasting. Hearts on Fire is dark and mysterious with spotlights aimed at wall-mounted display cases that enhance the diamond's sparkle and fire.

Shopper walks past a Hearts On Fire Co. jewelry store at the King of Prussia Mall in King of ... [+]
© 2017 Bloomberg Finance LP

Tiffany uses standard table height glass cases with bright lighting throughout. But then, when paying thousands of dollars for a diamond ring, maybe it is better to have all the lights on, so customers don't feel like they are being conned.

One of the more important visual cues that too many retailers ignore is when too many products are on display. Too much product detracts, rather than enhances the shoppers' experience and creates a cacophony of visual noise which only adds to the paradox of choice.

Retailers would be better served by judicious editing to give shoppers something to really look at and enjoy. In addition, products that are displayed too closely together tend to be overlooked unless the customer is engaged to touch the product too.

"The consistency of visual execution is key and this can be seen in brands from product design, visual merchandising through to the overall store experience," Coleman advises.

Touch

The tactile experience of shopping-to touch, feel and try on-is a tremendous draw for customers. About 50% of consumers are turned off to online shopping because they can't do that. And it certainly contributes to the large number of returns e-commerce retailers face.

Further the more people touch products while shopping the more likely they are to buy and spend more money when doing it. The psychology behind it is called the "endowment effect," whereby people value things more that they own and touching a product in the store tends to make them feel that sense of ownership.

Not only that, but touching something can activate other senses in the shopping experience. The touch and feel of an iconic Coca Cola bottle brings the taste of Coke to mind. Similarly, the body-shaped bottle of Jean Paul Gaultier perfume invites touch as it consistently fits the personality of this sensual, highly-sexualized brand. Once in hand, a spritz of the cologne on the wrist seals the deal by activating the sense of smell.

Smell

"Smell is the only sense that has a direct line to your brain's limbic system," Coleman shares. "That's important because the limbic system deals with long-term memory and emotion. Brands rely on memories associated with an emotion we feel and this is why scent is so significant when you build brand experiences."

Starbucks is a case in point. Back in 2007 Howard Schultz realized one of the reasons Starbucks' sales were slipping was caused by the loss of the powerful coffee aroma in the stores due to a shift toward sealed packaged coffee and automated espresso machines.

"I believe we overlooked the cause and the effect of flavor lock in our stores. But at what cost? The loss of aroma - perhaps the most powerful non-verbal signal we had in our stores; the loss of our people scooping fresh coffee from the bins and grinding it fresh in front of the customer, and once again stripping the store of tradition and our heritage," Schultz wrote.

And shortly Starbucks will be further activating scent as it welcomes fall with the evocative pumpkin spice scent wafting through the stores.

"The use of fragrance allows retailers to create a branded experience which intuitively tells their brand story," explains Logan Andres, director of products and marketing at ScentAir, a company that provides scent marketing services to retailers such as Under Armour, Ashley Furniture and Piaget.

"If you want customers to become endeared to your store, you have to give them something they can connect with to remember. Scent gives customers this connection," Andres says.

Sound

The right music in-store also influences memory, emotion and movement. "One study identified how 'pulse and tonality' of music activates wide networks in the brain, including the limbic system tied to memory and emotion," Coleman says.

He points to Wrangler jeans activating positive feelings associated with its country-music roots by teaming up with Universal Music Group Nashville to feature music videos in store.

Another brand strategically activating sound is Burberry. Its Burberry Acoustic service allows up-and-coming bands to share their music online or in Burberry stores. "This supports Burberry's positioning which is increasingly aimed at the well-heeled members of the Millennial generation," he shares.

For retailers to use sonic branding effectively they need to think beyond random sound tracks chosen by the store manager in the morning and create a symphony of sound that captures the heart and soul of the brand.

The power of analog connection in a digital world

In summing up the opportunities in activating all five senses in the retail experience, Coleman advises that retailers need a firm fix on what their brand experience and message is in order to have a solid base for building multi-sensory experiences. He further cautions not to go "multi-sensory mad," but to pilot, test and iterate first, then use learnings to implement multi-sensory experiences at scale.

And finally, he stresses the need to think holistically. "The true magic happens when you build brand experiences that orchestrate multi-sensory cues that appeal to a number of senses. The results will be compelling retail experiences which deliver differential value that will be hard for your competitors to emulate, and most especially the digital ones" he concludes.

As people increasingly engage in the world digitally, they are hungry for what Canvas Worldwide's Paul Woolmington calls analog connection.

"Digital doesn't address our emotional needs. Digital meets our more rational needs-it's faster and easier and lets us keep more control-but as human beings we need our emotional beings satisfied, and obviously that need isn't being met by our digital experiences. Therefore, in order to balance that, we're seeking the analog more than ever," Woolmington states and I couldn't agree more.

... Read More

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Retailers Need To Engage Shoppers' Five Senses To Save Physical Retail

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While brick-and-mortar retailers wring their hands about the sad state of affairs in physical retail, they may be overlooking the most powerful competitive weapon at their disposal and one that e-commerce retailers cannot replicate: their ability to engage shoppers' human dimension through their five senses.

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Young/teen music

Spotlights on focal points/warm lighting

Sassy messaging

Textured ceiling

Full to the brim with stock

Stacked surf boards at low level so you can touch/see them up close

Transported to a beach party

Even just watching the video gives you an exact sense of their target customer.

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'Consumer attention is the ultimate commodity'

There is so much content out there that it is hard to stand out

“Sensory branding is where the sounds, smells, taste, and touch are all unique to that brand and are recognisable to that brand"

It's not enough just to have a pretty store or window anymore, you need to engage your consumers on all sensory levels -  sight, sound, smell, taste and touch.
I will try and incorporate all of these in the store concept.

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A way for retailers to make physical stand out

A way to create Instagrammable visuals

Impactful

Brands are using colour to fuse fashion and art

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'Art Selfies' are gaining popularity

Brands increasingly using art to capitalise on selfie takers

Brands are commissioning artists to create large scale art installations which become hot spots for selfies and creates a buzz on social media

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Experiential retail is utilising art to create experiences in stores

Stores are selling art alongside their core products

Retailers are commissioning artists to create in store impact

Art installations drive engagement on social media and raise brand awareness

'the more Instagrammable the piece, the more likely it
is to be shared.'

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Further inspo - Essentially a simple window display as it is just one object but it packs a punch! It is very effective and I want to create something similar with the BrewDog dog logo.

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The use of art installations to accentuate the collection they are promoting

I've taken inspiration from the ’Merry Happy Colour Crazy’ elephant installation

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﻿Dover Street Market windows: past and present

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Residential architecture Technology Photography Furniture design Interior design Exhibitions Graphic design Salone del Mobile

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Objects to face the entry door to direct people as they read the sign.

Window RHS of entrance

Open back window.

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To be placed in window 2.
Focal point and instagrammable object.

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Hung in window 2.
BrewDog consistently use red neon signs in their bars so this would be in line with their style.
Also using their fun tone of voice.

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Window to the RHS of the entrance.
Minimalist in the sense that there are only two items in the window but they are very bright and eye catching.
The arrow and sculpture are to draw the customers line of sight to the entrance.

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Breakdown of expenses to create the display in window 1.

BrewDog have consistently been turning a profit since its inception and are not struggling for funds. As this is a new concept store, they would increase their budget slightly to create an impact.

Also, this being a concept store, the window display does not need to be rolled out over a region therefore can have bespoke items which may be more expensive but does not need to be repeated.

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Quote to fabricate the steel grid sheet for H&S purposes and flexibility.
Installation of lighting and grid mesh sheet.
£1,020 excl. VAT

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PRIVATE ESTI - RETAIL UNIT - MESH INSTALLATION - LIGHTING WORKS - 17.05

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Steel reinforcement fabric wrapping mesh

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Steel reinforcement fabric wrapping mesh

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Manufactured from 98% recycled material.
2m (W) x 3.6m (L) x 6mm (D)
£36.61 excl. VAT per sheet (incl delivery).

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Wood floors can be salvaged from old schools, barns etc and be reused. This is another way to upcycle a natural product and is environmentally friendly.
It is more expensive than buying new engineered (approx twice the price) but BrewDog makes a point of doing things properly and have clearly got the funds to do so.
Example below of reclaimed Natural Pine Floorboards at £85 per sqm ex. VAT.

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Our premium Reclaimed Pine Floorboard. With their rich, warm tones and original marks and holes, these gorgeous reclaimed natural pine boards have a smooth, undulating time-worn surface guaranteed to add rustic charm and character to any room.

Our team of talented craftsmen hand sand every individual board and finish them in oil. Finally, they are supplied to you with beautiful hand-worked joints to keep them looking traditional after fitting.

Product: 21mm thick engineered reclaimed pine floorboard.

Surface texture: Gently undulating time worn hand sanded surface

Wear layer: 6mm reclaimed pine.

Backing: 15mm BB/BB WBP FSC birch ply.

Width: Approximately 190mm.

length: Approximately 2.3m.

Holes: Yes - larger ones will be filled.

Cracks: Yes - larger ones will be filled.

Finish: Oil for a tough, durable and easy to maintain finish.

Colour variation: Yes, typical with reclaimed timber.

Joint detail: Hand-worked tongue and groove. A French Bleed can be applied as an option to give a very traditional look.

Fixing methods: Guidlines Only

Fully glue down: Yes

Face nail or secret nail: Yes

Float: No

Use over under floor heating: Yes, check with UFH manufacturer's guidelines.

FSC certified. Buy with confidence that you are helping to ensure our forests are alive for generations to come.

Setup costs There is no minimum order amount and setup is free for orders over 20sqm.
£150 setup fee applies for orders between 11 and 20sqm
£300 setup fee applies for orders under 10sqm

Delivery Can be arranged nationally and internationally.

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With their rich, warm tones and original marks and holes, these gorgeous reclaimed natural pine boards have a smooth, undulating time-worn surface guaranteed to add rustic charm and character to any room. Stunning reclaimed floorboards supplied in engineered format and pre finished ready to lay.

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Depending on the fabric of the building, they may already have old brick walls behind the plaster which can be tidied up and used.
Alternatively, you can buy reclaimed bricks for between £1.08-1.32 per sqm and have them laid as a feature wall.

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Reclaimed and New Bricks

We stock both handmade and machine-made bricks in large quantities. From local red bricks to reclaimed blue engineering bricks, if you need to patch up existing brickwork or build a new feature, we may be able to help. Next day delivery is available to most areas of the UK.

Have you read about why we think reclaimed bricks are best? Find out more about the real cost of a brick here.

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Reclaimed and New Bricks - Watling Reclamation

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Home Reclaimed and New Bricks We stock both handmade and machine-made bricks in large quantities. From local red bricks to reclaimed blue engineering bricks, if you need to patch up existing brickwork or build a new feature, we may be able to help. Next day delivery is available to most areas of the UK.

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Rather than buying new, upcycle preowned items.
Example of light fixtures and sofa/armchair that could be used in the store.
This would be in line with BrewDog's eco-friendly methods.

*Must credit the antique dealer on the furniture used in store. This was something we learnt from the head of VM at John Lewis during term 1.

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