August 2012

A happy, bright and bubble gum pink ‘girly’ boutique

Propability were asked by long-term customer Hamleys of London to produce working drawings, manufacture and install specialist bespoke fixtures and fittings for a brand new girl’s concept store within the Hamleys Flagship store in Regent Street, London. This was a new concept for the premier toy shop in the West-End, creating an experiential girly boutique - with a walk through merchandisable entrance feature - full ceiling decoration, lighting fixtures and fittings. 


Ultra-longevity visual merchandising display

All fixtures and fittings were produced for long-term functionality and durability. Propability fixed specially painted metal corners on all the fixturing to withstand the huge footfall within this extremely busy store and tourist destination. In a first for Propability, a special unique pattern was printed onto laminate for the various aspects of the design. The whole area came together well with easy to reach merchandise cleverly displayed on the various wall-bays, display units & fixtures that had been manufactured by Propability – all ideal for the target market.


Colourful and playful interactive environment

The end result was a colourful and playful environment with freestanding fixtures at different heights with rotating sections so customers could see all four sides from one spot, suitable for girls between the ages of 5 – 12 years old. The area was very well received by the clients and the original designers with the quality of the fixtures setting new standards within the flagship store.

A big thank you to you and all at Propability for delivering an amazing Luvley shop fit… Please pass on our thanks to all your guys in the factory as well as the installation and coordination team, it looks fantastic and the finish is impeccable.
— Colin Morrisey, Hamleys Group Head of VM & Design


In the press

Q&A: Colin Morrisey