After 4 phone calls and 3 emails back and forth to H.Samuel, Meadowhall and head offices we finally managed to get permission to photograph in the H.Samuel store in the Meadowhall shopping centre in Sheffield. To get a better idea of the stores, and the variations between them, so POS and other promo material can be designed to work in numerous stores. We have previously already visited the Leeds high street store, so as a variation we are looking at this shopping centre version.
Initial thoughts for the store, although from the exterior it does seem quite airy, but when you move into the store, the interior feels cluttered. This effect isn't so strong with this particular store because it is open on three sides, but unfortunately it is greater in the high street store we visited.
The store was full of potential locations for graphical influences, and additional POS, and displays but wherethe or not it is being used effectively.
Displays feel too generic, manufactured and bland for what should be a personal place to buy gifts. Here is one of few variations to the display cabinets, with simple divider shelves, but this seems to be the only variation. Even though all the jewellery is different, it is displayed as if it is the same.
The floor stands are great for viewing pieces of jewellery much more personally, when the store is busy. A member of staff is usually covering each circular area, as you look around, but you feel a little uncomfortable looking in the stands when someone is watching you, there is a clear divide between customer and staff, when I feel there shouldn't be.
Why mirrors behind the displays? I think they are meant to be there to add a feeling of space and depth to the display but just seems to clutter the wall of gifts.
On one corner of the floor displays, was a 'proposal pack' when bought with an engagement ring, which is simply a bottle of champagne and tissues in a bag. Quite a simple idea but only shown here? why not other occasions? The display is also quite bad, half a teared piece of computer printed a4 held up by a smaller acrylic stand.
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