Installation Case Study: Boots the Chemist - Christmas 2006
The Brief
Boots had never featured 3D images and text in their store windows before due to internal logistical constraints, opting for posters instead, so when they asked us to design their Christmas 2006 windows with 3D effects we were excited by the challenge.
Boots had a concept for their Christmas display but they wanted us to take it a step further in their top stores in the UK.
The Site Survey
After the initial brief, the next stage was to complete a site survey. Work began in June when we sent out teams to measure up the windows of the top 70 Boots stores in the UK and Ireland. Two weeks later we had all the measurements we needed to create computer generated plans in our Manual of Technical Specifications and Drawings. From this information we worked closely with the client to choose windows in the stores most appropriate to the design concept and then narrowed it down to the 60 top stores nationwide.
Once the prototype had been approved by the client we launched into the production process.
The Installation
The scheme, entitled “’Tis the season to be Gorgeous” comprised one 3D window and a secondary 2D window with a flat vinyl graphic. The 3D scheme involved having the word “Gorgeous” as a 3D glittered cut-out, against a hand-glittered backdrop, fronted by two layers of large printed gift boxes. It was simple, yet effective, and yes, we love glitter!
The Logistics
The logistical challenge of installing a visual display nationwide across 60 different store sites was huge. Our installation teams were allocated stores and routes had to be worked out for each team, some of whom were away for days. Hotels were booked, deadlines adhered to. Each team was given an installation pack and instructed on how the window should look. They travelled the length and breadth of the UK and Ireland, working with robotic precision, fixing, sticking and fitting. Some teams closer to home were coming back to the PLANarama offices for a refill pack before setting out again. It was a massive team effort and well worth it in the end.
The Outcome
The result was a new, contemporary and higher-end look for Boots. We helped the client with a challenging proposition, assisting them in realising their ambitions.
