China China

China China is an outlet (ie discount) china store in a massive outlet mall just outside York. The brief was to develop a cost-effective fit-out, as margins are very tight, even more so with the large discounts they were offering.

We felt everything should be kept to a minimum... the fixtures and fittings are polished MDF, and the store identity is a clean black-and-white. We used galvanised cable trays to hang the lighting, and generally gave the place a stripped down look. With so much merchandise on display we felt the customer could feel overwhelmed, so we kept display at the front of the shop low level, and only used full height fittings at the rear of the space.

The result is extremely effective - the quality of the build is excellent, reflecting the quality of the merchandise, but the finishes are very straightforward and this really makes the discounts seem credible to the customer.