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Kingfisher Customer Offer Week / Good Home Experience

The
Challenge

Kingfisher plc is an international home improvement company with over 1,300 stores in 9 countries across Europe, Russia and Turkey, supported by a team of over 77,000 colleagues. They operate under retail brands including B&Q, Castorama, Brico Dépôt and Screwfix.

In 2015, they launched a five year transformation plan where global functions and local Operating Companies work hand in hand enabling the business to become more efficient and competitive.

Kingfisher asked Platform to design and deliver a series of experiences and exhibitions to communicate this transformation to leadership teams, colleagues, investors and the press.

The
Thinking

We had to engage a variety of audiences, from different retail brands, involved in different business areas and product categories.

Exhibits, print and digital communications needed to be exciting but functional, and we had to create a neutral design language that fitted the transformation ethos but wasn’t linked to any Kingfisher retail brand. We created a fresh and engaging graphic language that supported the strategic messages of the Kingfisher group, signposted visitors to different content and presented information in a clear and simple way.

The
Answer

A simple design language based around flexible, mobile, plywood structures and utilising natural, sustainable materials such as cardboard and particle board for graphic substrates. Natural finish plywood was also chosen as it’s a robust material that can be re-used. Some exhibit units were installed more than three times prior to their final semi-permanent home.

A modular flexible design with a core set of key components was essential with events ranging from 100 sqm meters right up to 3,500 sqm.

The
Effect

A series of engaging, experiential, branded environments capable of displaying a vast range of products as well as store prototypes, investor communications, presentations and digital applications

Post event feedback showed that after the show over 80% of delegates understood the Kingfisher strategy.

From the client team : “Overall a great exhibition with amazing products, really helped bring insight, design and innovation to life.”