Calder Moore revamps Smallbone of Devizes showroom

by Joanne Oatts, Brand Republic 26-Jul-06, 08:10

LONDON - Branding design company Caulder Moore has created a new showroom for luxury bedrooms and bathrooms company Smallbone of Devizes.

The new store designs will be launched in Smallbone's flagship Knightsbridge store and will be rolled out to its other 11 UK outlets.

Originally established as a kitchen design company in 1976 by Charlie Smallbone, its chairman and chief executive, the firm has since expanded into bedrooms and bathrooms.

Ian Caulder, creative director at Caulder Moore, said "The existing Smallbone showrooms, although very beautiful, didn't reflect the product's lifestyle relevance or most importantly engage its increasingly younger and design-literate customer base.

"The showrooms also didn't clarify the company's unique craft and expertise nor the bespoke nature of its product offering."

An new "Inspiration Zone" will give customers examples of living space and provides materials and samples for customers to explore.

Caulder Moore has also designed a series of takeaway leaflets with hand-designed maps of the kitchens, explaining the design details, as well as a branded black and cream carrier bag.

Janet Wallace, director of marketing at Smallbone of Devizes, said the new design "inspires and provides customers with an insight into how we could work with them to create a beautiful room to suit their own home and lifestyle".

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