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Graffiti Design were invited to survey, manufacture and install all external signage and internal signs and graphics in their new store in Westfield Shopping Centre, Stratford, London
Luxury British footwear retailer, Kurt Geiger, planned to open a brand new store in the Westfield Shopping Centre, at Stratford in East London. Graffiti Design was invited by the company to survey, manufacture and install all external signage and internal signs and graphics. We were asked to create a clean and exciting visual and shopping experience. Working with a client who was really appreciative of our efforts made all our endeavours on this project worthwhile.
Kurt Geiger is a world authority on designer shoes and fashion accessories, and has a unique position in the market. The company has had a concession in the footwear department of Harrods for over 25 years, but has also diversified into e-commerce and wholesale partnerships. Kurt Geiger is a multi-channelled business brand, with more than 70 stores worldwide and 170 department store concessions. Since this is such a well-known and long-standing company, with a worldwide following, we needed to combine the existing brand design with a new edge.
This high level of visibility meant that we had to produce a striking new design that maintained the traditional style of the brand. One of the biggest challenges we had in this respect was to find a cost-effective substitute for fabricating letters in solid polished brass. As well as illuminated LED lettered signs for the front of the store, we made some large interior hoardings and exterior lightboxes with a photographic figure as well as lettering.
Kurt Geiger is a keen campaigner for a wide range of human rights issues. The brand represents love, hope, kindness, freedom and equality. It champions change, diversity and standing against racism. The company has launched numerous campaigns, such as People Empowered, Be Kind, and Spread the Rainbow, which has recently partnered with UNICEF UK. In recognition of these principles, Graffiti Design came up with a striking Kurt Geiger table-mounted sign, in rainbow colours and flowing script. This can be scaled up or down in size to suit the circumstances.
A wide variety of materials was used in this project, including aluminium, acrylic, metallised acrylic, digitally printed acrylic, HDPu, faux neon, and LEDs. This combination of materials was used due to their high visual impact, durability and low cost.
We used digital printers to produce the various internal graphic display panels. A combination of CNC pressbrake and guillotine was employed to produce the lightboxes and supporting letter frames. CNC routers were used for producing the faces of the built-up letters/logos. We then crafted these by hand into LED illuminated 3D letters. The paint finishes for the lightboxes were produced in our in-house paint plant.
“It was with great pride and satisfaction that we handed over such a stunning looking project to a highly delighted client. Our sign-making team did a fantastic job, as always. We have now completed 20 sites for Kurt Geiger, as well as 42 beautiful Rainbow desktop POS units to be distributed throughout Europe, the USA and the UK.”
James Gordon – Project Manager