Capturing and visually communicating the essence of a brand is a huge responsibility, especially when the company is well-established and recognised globally!
For James Whipp, Associate Director at MWA, this is a brief that he has held for over six years, as he heads up the team responsible for the visual rollout of HARIBO’s network of retail stores in the UK.
From helping to visualise the very first concept to thinking creatively about enhancing the company’s ninth store, James has relished every moment and prides himself and his team on being custodians of this much-loved brand.
“Seeing the design philosophy for HARIBO’s outlet come to life for the first time was a wonderful moment, second only to being part of the team that is helping to deliver the brand’s ambitious plans for its retail footprint,” comments James.
With a clear blueprint and brand guidelines, James and the MWA team have concrete parameters to work within. But this does not mean creativity is stifled, and the team never play it safe!
Here we find out more about this exciting programme of work and the milestone moments that make this one of James’s favourite projects – his happy world!
“The look and feel of the HARIBO stores are very similar, which is critical. After all, when customers enter a HARIBO shop, we want them to know where they are, immediately. We aim to transport them and each of their senses into HARIBO’s happy world, creating an environment that encourages them to release and enjoy their inner child and moments of childlike happiness.”
“Replicating layout isn’t always easy. We have different store positions and footprints to work within. As each store must stand the test of time, we constantly investigate and utilise new, robust materials to meet the demanding and ever-changing retail environment and adopt techniques that support each brief and timescale.
“Like every project, each outlet is a learning experience. We are always open to suggestions and never assume that the last way is the only way. This is because we don’t want ok, we want perfect!
“Like HARIBO, our goal is to surprise and delight by amplifying aspects of the store and, in turn, the customer experience and journey.”
Delivering each store is never a lonely assignment for the MWA team; they pen a genuine partnership approach as the pinnacle of each store’s success.
James explains: “After nine stores, we have a good vision for what the brand requires. But, we still embrace each store as a collective team effort that consists of the client, ourselves as designers and the contractors. It’s a great relationship to have and to be a part of.
“This results in a consistent and effective partnership. We trust in the expertise of each other and in the genuine desire to get things done well while doing a great job that we can all be proud of.”
James points to Clarks Village Outlet Shopping Village in Somerset when asked about his favourite store.
“So far, out of all stores, I have two favourites; the newest store in Swindon and Clarks Village.
“Clarks Village is different to the other stores, as the footprint spans two levels, and there is no back-of-house space, which is crucial. Therefore, we had to integrate a lift, which required thinking out of the box! Music to the ears of any designer!”
With the recent launch of the ninth store, James has many proud moments, but assisting in creating a design guide that is influencing the look and feel of HARIBO’s retail stores all over the world takes the biscuit – or should we say sweet spot with his favourite Rainbow Strips Z!ng of course!
HARIBO is situated within the Wakefield District in West Yorkshire; here it operates two manufacturing facilities in Castleford and Pontefract.
