FABRIC & TV WALL DISPLAY

Dixons Retail plc is one of Europe’s leading specialist electrical retailing groups. Selling consumer electronics, personal computers, domestic appliances, photographic equipment and communication products. The company operates through 1,100 stores in 14 countries and employs over 36k people. Brands include Curry’s, PC World, Dixons travel plus many leading brands across Northern and Southern Europe.

In the UK and Ireland, Currys and PC World are the market-leaders in multichannel electricals and computing, operating over 500 stores in out-of-town retail parks and in some premium high street locations. Increasingly, the two brands appear together in ‘2-in-1’ Currys PC World locations, which has appealed to a wider number of consumers, improving customer satisfaction levels and increasing profitability.

Today, Curry’s and PC world along with Dixons Travel and PC World Business the company has sales in excess of £4,000 million and over 7,000k square foot of selling space.

The original brief from Dixons Retail was to design and produce a retail printing solution for a simple yet dynamic wall display for all UK stores. The wall display was intended for key concessions such as Microsoft, Google and Samsung. The final solution was then to be rolled out to Dixon’s concessions and a separate focus on Dixon's TV journey wall.

The solution had to be utilised in conjunction with each store’s existing wall fitting system, whilst taking into account the varying wall dimensions and floor layout across the estate. The removal of the old system and the installation of the new solution were to be completed during store opening hours and within five weeks to ensure minimal disruption for customers. The solution also had to be future-proof to minimise long-term costs. All stages of production, delivery and installation were to meet environmental and health and safety standards.

We scoped and designed a bespoke modular system with varying brackets, which could be adapted to each store. The modularisation of the system allowed it to be built and installed on site and the minimal size of each component meant that installations were safe to be done during opening hours. We produced fabric graphics with the highest visual impact produced on polyester fabric and the length of wall displays ranged from approximately 3 metres to 16 metres. The point of sale graphics were finished with silicone beading hand stitched to the edge of the fabric allowing it to be fixed to the wall system without the need for expert fitters.

The solution provided the following benefits: - Standardised solution - allowing for store variation whilst ensuring consistency. - Simple and easy to build - resulting in cost effective installation and easy maintenance. - Minimal disruption - so each store could operate as normal - Modular and lightweight - for effective transportation and reduced distribution cost.

The frames were manufactured from high quality aluminium profile and the connectors and brackets from stainless steel. The graphics were printed on eco-heavy polyester using our Mimaki 320 Textile Printer and then laser cut. All materials were delivered to a number of hubs around the UK where teams of installers would collect and fulfil a daily schedule.

“We went to Cestrian with a basic brief, unsure of what the final solution could or should be. Cestrian came back with a bespoke proposal that fulfilled all of our requirements, within budget and to our timescales. The speed of innovation and the thinking behind the modularised system far exceeded our expectations. Throughout the whole project Cestrian were professional and calm under pressure. The team has excellent project management skills – managing the entire project through to completion.”