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US Awards Triumph for Green Room Retail

07-25-2011 08:24 AM CET | Business, Economy, Finances, Banking & Insurance

Press release from: Green Room Retail

Birmingham, United Kingdom (12th July, 2011) - Green Room Retail, leading expert providers of retail solutions including retail design, point-of-purchase, shop-in-shop and flagship store design, reveal that two of their high profile projects have won awards in a highly prestigious US visual design competition.

Work by Green Room for Mercedes-Benz Retail Group and The Body Shop was praised by judges, and each went on to take the top spot in two out of the awards' eleven categories.

The International Visual Competition is run by New-York based Visual Merchandising and Store Design magazine and attracts entries from retailers and design practices from across the globe. Fellow winners included two New York City retail icons, Nike Town and the department store, Macy's, demonstrating the quality of the competition Green Room faced.

Green Room's Mercedes-Benz Brentford 'Christmas' project won the Holiday Windows (Product) category, while its work for The Body Shop at the Goodwood Vintage Festival won the Temporary/Pop-up Retail Space.

Green Room Retail founder and chief executive, Richard Ash, said: "We're absolutely thrilled that our work has gained recognition from across the Atlantic and from such a well-respected visual design authority. Awards like this are very much the icing on the cake and confirmation of a 'job well done', and the teams involved richly deserve the credit given. The timing of this good news is impeccable as it comes just as we celebrate our tenth anniversary and illustrates beautifully the journey taken during that time."

Green Room was appointed by Mercedes-Benz Retail Group in October 2010 to design, manufacture and install a series of themed displays into its Brentford, London retail site. The showroom is on the top floor of a three-storey building with an extensive 50-metre window looking out onto the M4, one of the busiest sections of motorway in the UK. With an estimated 60,000 vehicles passing the site daily, the brief was to capitalize on the potential offered by this dream location, capture interest and draw in customers.

For the 2010 Christmas season, Green Room turned the expansive space into playful winter wonderland, with Mercedes-Benz cars dressed up to represent Santa's sledge being pulled by his trusty reindeer against a scenic wintery backdrop of projections and window graphics.

Created with the passing motorist in mind, this is a scheme purposefully design to be enjoyed from the window of a passing car, entertaining, amusing and intriguing in equal measure, but without ever compromising its retail function of the showroom space.

For The Body Shop, Green Room was hired to design, manufacture and install a pop-up store at the inaugural Vintage at Goodwood Festival, a celebration of music, fashions, food and lifestyles from the 40s, 50s, 60s, 70s and 80s. The Body Shop pop-up store was created to celebrate the past and present of the brand, re-establish perceptions amongst a key target audience, and reach out to consumers with an appropriate offer.

Working within the challenging constraints of the pre-fab temporary building provided by the festival organizers, Green Room created an inspirational store that shared all the brand values and design flair of its high street cousins but in a format appropriate to the robust and creative demands of a festival audience.

From the bold, retro exterior graphics that catch the eye and encourage further exploration, to the fabulously glamorous ice cream parlour-themed display schemes inside (with body butters presented in ice cream containers and an authentic glass-fronted freezer acting as a display cabinet), the pop-up created an exciting and immersive customer experience.

And the project has delivered not just awards recognition, but commercially too: 6,500 samples given away, 670 makeovers completed, 1,700 email address captured and over 1,000 post-event redemption vouchers cashed.

To find out more about GRR's exceptional retail design solutions, visit or telephone 0121 200 2828.

About Green Room Retail:
Opening its doors back in 2001, Green Room Retail (GRR) was born out of MD Richard Ash's love of retail. Having spent 15 years working with some of the most successful brands in the world, Richard's vision was simple - to offer clients exceptional creativity and service at a fair price. The company continues to go from strength to strength, with leading brands from around the world trusting Green Room Retail to deliver them unexpected retail solutions. GRR recently extended their Birmingham offices and also, a short while ago, collaborated on BBC 2's leading retail design programme 'Mary Queen of Shops' with Mary Portas.

Richard Ash
Green Room Retail
Suite 304
Fort Dunlop
Fort Parkway
B24 9FD
Tel: 0121 200 2828

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