Superdrug Wimbledon

From October last year, I’ve been working very busy on a new concept for Superdrug. Our first store opened yesterday morning in Wimbledon and looks absolutely great.

We’ve worked hard to inject some ideas from fashion stores like Topshop and Next to help Superdrug differenciate itself from Boots and the supermarkets.

The store’s been designed to make each department feel different. We’ve opened up the store by installing full-height glazing and lifting the ceiling. Spine walls down the centre of the store creates two distinct zones; a slow-paced Make-up, Skin and Fragrance departments to the left and a more faster-paced Food & Drink and convenient toiletries to the right. We’ve designed a play table for customers to try out some of the store’s cosmetics, feature blips to highlight current offers to ensure Superdrug maintains its good value reputation. A brand new design for Pharmacy to the rear of the store is warm and inviting. Communication areas and a consultation room enables staff to talkk to customers in convenient discreet places. The design is open and perposfully allows the pharmacists to come away from behind the counter and communicate with customers. Fragrance too has had a makeover, Top 5 displays enable customers to see what scents are popular and we’ve made a differentiation in finishes bewtween mens and womens.

Initial response from customers is great and I’m looking forward to seeing the articles in the press next week.

Here’s some photos. (C) 2011 Dalziel+Pow.