STRATA Technical Tiles, a product brand from Parkside, has been used to create what’s been described as a unique brand identity for a leading lingerie brand’s concession at a retailer’s flagship Watford store.

Opened in April, the flagship store is a first for the retailer, bringing home, beauty and fashion to one three-storey location, and has become a destination for Watford’s shoppers.

Among the leading brands is an American lingerie retailer with an international following and a strong brand identity. In this instance, it tasked the store’s design team to make the concession reflect the look of its brand identity. Globally, the lingerie brand uses a marble-effect floor in contrasting black and white to create what’s described as a luxurious look that supports merchandise and reinforces its high visibility branding.

Having established a partnership on multiple projects over the past 10 years, the store’s design team turned to Strata Technical Tiles from Parkside for the solution.

Says the company: ‘Owing to the combined portfolio of more than 20,000 commercial tiles and the ability to source products to unique specifications, Strata Technical Tiles answered the brief with Opera Accorto.

‘A striking, heavily veined marble-effect porcelain floor tile, Opera Accorto certainly brings an unmistakable look. The floor layout uses black to highlight key merchandise points and frame areas across 250sq m of space, with contrasting white to give maximum impact to the retail displays and retain the high-quality, desirable aesthetic of the brand.’

Mark Hughes, technical specification manager, says: ‘Working with the design team to visualise the concession’s unique look was a great opportunity and proved a smooth process. With a clear visual language and direction for design, we were confident we would be able to find the right solution with the team selecting its favourite marble effect floor tiles from our wide portfolio.’

Concludes the company: ‘The first concession for the leading lingerie brand at the major retailer, the end-result has been so impressive that the design has also been used at stores in Newcastle, Camberley and Edinburgh, with more to follow as part of an ongoing roll-out.’
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