With their new brand positioning, communications strategy and a radically improved and revamped product range in place, Ann Summers appointed us to extend this arresting thinking to their retail design and specifically their flagship store at the new Westfield shopping centre in Stratford, London. At the heart of the brief was bringing to life the focus on Ann Summers as a business doing pleasure.
Ann Summers, the UK’s largest lingerie and adult accessory retailer, had gone through a period of dramatic reinvention with a new positioning ‘Fearlessly Unleashing Sexual Confidence’ at its heart.
Understanding what makes Ann Summers special allowed us to create a sexually charged, yet approachable and immersive retail concept. The new flagship extended the Ann Summers promise to deliver a playful and imaginative space that embraced consumers’ trust in the brand and provided options for all.
The new store is a ‘playground for the curious’, which captures the fun and glamour of the Ann Summers experience. Dramatic theatrical elements including a stage for new products and changing rooms themed as sexual fantasies stimulate the senses, while the 6ft black rabbit at the heart of the store, proudly heroes Ann Summer’s most famous asset.
From the rotating tri-graphic facia, to the changing room keyhole entrance, the new design creates moments of intrigue, encouraging customers to explore new products, and in turn their own sexuality.