Media agency Talon approached us looking to install large format window graphics at Benetton’s flagship store in London’s busy Regent Street.
Relocating to new premises, Benetton were looking for floor to ceiling impact graphics that would communicate their move whilst remaining a strong brand presence in its prime central London shopping location. Our production teams set to work and completed a full site survey of the store and soon progressed to produce full-scale self-adhesive window vinyls.
Following the success of the Regent Street branding, we were then tasked with implementing a similar concept for their new flagship store in London’s retail hotspot, Oxford Street. This new location presented us with a number of new challenges. Firstly, the graphics were to be installed whilst building work at the site continued. Secondly, we were informed by the new landlord that installed graphics could not be fixed to the glazing or to any part of the existing framework. In addition, the graphics must sit behind the windows leaving a 200mm recess to allow for ventilation and ease of movement to gain window access.
Our production and installation teams devised a solution which we nicknamed a “telescopic extension support system”. This system was approved by all parties concerned and was seen as a cost-effective way of continuing branding whilst hiding the shop fit that was ongoing within the store. This new system also allowed Benetton to change the graphics prior to the store opening, to convey a new message to passing shoppers.
Throughout the planning, production and installation process, our teams worked directly with our agency client, whilst liaising with Benetton direct in Italy to finalise artwork and formalise building regulations.