Creative Action Design: Purely Plasma Retail Concept
November 10, 2004 | Levent OZLER
In time for Christmas sales, Creative Action Design has designed a new retail format in Bluewater for Purely Plasma - a start up company specialising in plasma and flat screen technology.
As one of Bluewater's recommended design companies, Creative Action Design was introduced to Purely Plasma and appointed for the five-figure fee project following a pitch against four other agencies.
Purely Plasma embraces the importance of the television as a part of peoples' homes and lives, and as more and more technology is moving into the home, they address the balance between machine and the living environment.
Ian Silverstein, Managing Director, Creative Action Design, said "It's been an exciting project designing the retail presence for Purely Plasma. In addition to their great product - high technology, flatter, smarter plasma screens - they understand the importance of the 'buying experience' and the place of lifestyle technology as part of your interior design."
The design concept is centred around softening the high technology purchase, giving customers intrinsic quality confidence so they can concentrate on choosing a screen that fits into their specific environment. In addition, Purely Plasma aims to attract a female audience who often have the final word on home interior design.
The store demonstrates different scenarios and ways of living, with areas representing how screens could look in a loft interior, a bathroom, a bedroom etc. Rotating display panels have different room sets on either side, and screens are shown, for example, on white upholstered and mosaic tiled back panels to reflect different settings.
Helen Wrede, Managing Director, Purely Plasma, said, "Creative Action Design showed an instinctive understanding of our business. They fully respected our wishes and parameters without restricting their creative thinking or solutions. They maintained excellent communications, and reported any problems promptly and always with solutions at hand. We admire Creative Action Design for their high level of customer service and professionalism, which was never sacrificed despite the intense pressure we put them under to meet our deadline.
The product varies from handheld DVDs, to giant 60" screens displayed in a home like environment.
The store launches at the beginning of November.
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