Bugaboo Design & Branding, Case study BUGABOO DISPLAY by DAY CREATIVE BUSINESS PARTNERS

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BUGABOO DISPLAY

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Industry Household maintenance & pet products
Media Design & Branding, Case study
Market Netherlands
Agency DAY CREATIVE BUSINESS PARTNERS
Released August 2010

Credits & Description

Category: Point of Sale
Advertiser: BUGABOO INTERNATIONAL
Product/Service: BUGABOO PUSHCHAIRS
Agency: DAY CREATIVE BUSINESS PARTNERS
Date of First Appearance: Aug 1 2010
Entrant Company: DAY CREATIVE BUSINESS PARTNERS, Amsterdam, THE NETHERLANDS
Managing Partner: Louk de Sévaux (Day Creative Business Partners)
Interior Designer/Project Leader: Tsjong Won Bruinsma (Day Creative Business Partners)
Intern Designer: Simon Vanquaethem (Day Creative Business Partners)
Media placement: Display For Bugaboo Baby Trolley And Equipment - Retail Shops In Europe - 01-08-2010

Describe the brief from the client
Bugaboo is the leading stroller manufacturer. The products are sold through a network of dealers throughout the world. Bugaboo offers a range of three different strollers as well as an extensive line up of accessories.
In order to improve the retail presence of Bugaboo a custom retail display was required.

Describe the challenges and key objectives
The challenge was to work within standard sizes (1400 mm x 1000 mm x 800 mm). The display had to include an interactive screen.
Bugaboo wanted to create a global display, which meant different requirements had to be met.

Key objectives were:
- to present the products in an environment that matches with the quality of the products
- to facilitate the sales process
- to improve visual merchandising
- to increase sales of the accessories.

Describe how you arrived at the final design
The concept plays with the idea of a family relationship between strollers and accessories.
In order to provide maximum flexibility the display is built from modular components and can be extended to complete retail interiors. The components include a drawer for onsite storage, a screen, a book holder, campaign carriers and special ‘branches’ designed to match the different accessories.

The display offers Bugaboo a distinctive and powerful retail tool, combining endless merchandising options with state of the art interactive content.

Give some indication of how successful the outcome was in the market
A prototype of the display was presented to the global sales team and met with great enthusiasm. Within six months 400 units were rolled out throughout the world.