The theme was the inspiration of Tommy Aitchison, Senior Visual Display Manager at Bentalls. Tommy explains: “The whole floor has been given a complete facelift and has been separated into different areas by using different flooring, feature walls and, of course, visuals.
“One of the areas is our young fashion department which we decided to re-name ‘Urban Lounge’. This area has a polished cement floor and all the pillars have been taken back to the original breeze block. After deciding on a name I was charged with creating the perfect scheme to set it off. I decided to go with music and, in particular, records. I thought it would be a great show stopper and real focal point for the floor if we had a replica of a 70s record player revolving with mannequins spinning round on it. I then called in the aid of Beanie Brownjohn, Creative Director at Make Stuff, talked him through my idea, and we took it from there.
“The record player has been a tremendous success – so much so that we don’t want to take it off the floor!”
A Mini Carousel was chosen to create the replica record player because of its superb display potential. One of more than 100 products in British Turntable’s standard display movement range, it has the ability to carry displays up to 1.5m wide, 1.5m high and up to 227kg in weight by using the extension arms and legs provided. It is also available for short term hire for temporary promotions, while extra options such as static centre, positional or timed hesitation and oscillation can be provided on request.
In the retail environment movement adds value by creating a dynamic focal point, at the same time increasing sales by more that 30% over a static display*. If placed at the entrance to a store a revolving display can encourage shoppers to move inside: if placed to the left of the entrance the revolve should be set to turn in an anti-clockwise direction, and if placed to the right it should be set to turn clockwise.