- Veera
Anholm’s aromatic Pick ‘N’ Mix design for Majestic Wine pop-up stores wowed the
judges - Veera
is the second GSA student to win this prestigious award following Venus Pang
last year - As part of the prize Veera will have the opportunity to undertake a paid
internship with a leading retailer or design agency
A third year Interior
Design student from The Glasgow School of Art, Veera Ahlholm, has won a prestigious
Retail Design Week Award with her proposals for flexible, small-format stores
for Wine Merchant, Majestic “which would
appeal to young and switched-on urban consumers”.
Design student from The Glasgow School of Art, Veera Ahlholm, has won a prestigious
Retail Design Week Award with her proposals for flexible, small-format stores
for Wine Merchant, Majestic “which would
appeal to young and switched-on urban consumers”.
The challenge
“The current large sizes and more remote locations of Majestic Wine
stores are inconvenient for urban, inner-city customers. How can Majestic
expand its award-winning retail experience into smaller-format, urban
locations?
stores are inconvenient for urban, inner-city customers. How can Majestic
expand its award-winning retail experience into smaller-format, urban
locations?
Majestic Wine is now keen to move away from its ‘warehouse’ feeling.
Majestic wants to trial smaller-format stores in urban locations. We want to be
able to take advantage of pop-up locations, empty high street shops and
short-term events (festivals, cultural events, sponsorship tie-ins, etc).
Majestic wants to trial smaller-format stores in urban locations. We want to be
able to take advantage of pop-up locations, empty high street shops and
short-term events (festivals, cultural events, sponsorship tie-ins, etc).
We want to appeal to younger (25–40), more technology-savvy customers
that want to expand their wine knowledge beyond the supermarkets, but who might
be intimidated by traditional wine merchants. How do we bring the knowledge,
accessibility and fun of Majestic to a new generation of wine drinkers?”
that want to expand their wine knowledge beyond the supermarkets, but who might
be intimidated by traditional wine merchants. How do we bring the knowledge,
accessibility and fun of Majestic to a new generation of wine drinkers?”
An aromatic Pick ‘N’ Mix
Veera’s approach was
to start by identifying over 60 different aromas which can be found in wine.
to start by identifying over 60 different aromas which can be found in wine.
“It is through aromas that wine is tasted,” she explains. “The human tongue is limited to the five
primary tastes- sour, bitter, salt, sweet and savoury. The wider array of
fruit, floral, herbal, spice and earthy flavours present in wine are tasted
through smell. The experience of tasting is completely transformed by
scent.”
primary tastes- sour, bitter, salt, sweet and savoury. The wider array of
fruit, floral, herbal, spice and earthy flavours present in wine are tasted
through smell. The experience of tasting is completely transformed by
scent.”
In her innovative
design Veera proposes that customers begin by visiting four designated “Pick
‘N’ Mix” tables – one for each of four aroma categories: fruit, floral &
herbal, spice and earth. Having selected the aromas that appeal to them the
customer then proceeds to the tasting counter.
design Veera proposes that customers begin by visiting four designated “Pick
‘N’ Mix” tables – one for each of four aroma categories: fruit, floral &
herbal, spice and earth. Having selected the aromas that appeal to them the
customer then proceeds to the tasting counter.
“Samples
of scents are laid on a wooden tray and the client can smell each one
individually, a combination or all of them together,” Veera continues. “The customer and the Majestic staff then
select a wine together based on the customer’s chosen aromas. Through this
completely novel and interactive process the tasting experience becomes more
intensified.”
of scents are laid on a wooden tray and the client can smell each one
individually, a combination or all of them together,” Veera continues. “The customer and the Majestic staff then
select a wine together based on the customer’s chosen aromas. Through this
completely novel and interactive process the tasting experience becomes more
intensified.”
Based on their own
individually-selected combination of scents, the clients then buy wine which
Majestic has specifically helped them identify. Included in the final packing
is a bag of the client’s personally-chosen “Pick ‘N’ Mix” aromas – a gift to
remind them of the journey towards choosing that wine and their unique
experience with Majestic Wines.
individually-selected combination of scents, the clients then buy wine which
Majestic has specifically helped them identify. Included in the final packing
is a bag of the client’s personally-chosen “Pick ‘N’ Mix” aromas – a gift to
remind them of the journey towards choosing that wine and their unique
experience with Majestic Wines.
“The winning entry stood out for the simplicity of its big idea, of
using sensory elements to help shoppers explore the world of wine,” said
the judges. “Aspirational and
inspirational, it takes Majestic towards the premium market.”
using sensory elements to help shoppers explore the world of wine,” said
the judges. “Aspirational and
inspirational, it takes Majestic towards the premium market.”
“We are delighted that Veera has won the RDW Majestic Wine Award,
following on the success of Glasgow School of Art student, Venus Pang, in last
year’s awards,” says Anna Murray, Lecturer in Interior Design at the GSA. “Our students are renowned for their
creativity and innovation both of which Veera brought to this project. We
are delighted that the work of such an outstanding student has been recognised
in this prestigious award.”
following on the success of Glasgow School of Art student, Venus Pang, in last
year’s awards,” says Anna Murray, Lecturer in Interior Design at the GSA. “Our students are renowned for their
creativity and innovation both of which Veera brought to this project. We
are delighted that the work of such an outstanding student has been recognised
in this prestigious award.”
“Having a live brief to work to is an important experience for our
young designers helping to prepare them for their future careers. Majestic were
very supportive of the students during the process. The input from Ross Hunter,
Director at Graven, who mentored the finalists and GSA Interior Design
alumnus, Jason Milne of Contagious who shared his insights into designing for
the beverage industry were also invaluable for the students as they developed
their designs.
young designers helping to prepare them for their future careers. Majestic were
very supportive of the students during the process. The input from Ross Hunter,
Director at Graven, who mentored the finalists and GSA Interior Design
alumnus, Jason Milne of Contagious who shared his insights into designing for
the beverage industry were also invaluable for the students as they developed
their designs.
“The opportunity to undertake a paid internship with a leading design
consultancy, which is a key part of the prize in the RDW awards, will further
help Veera as she develops her practice as an interior designer and give her
invaluable insights into the workings of the design industry.”
consultancy, which is a key part of the prize in the RDW awards, will further
help Veera as she develops her practice as an interior designer and give her
invaluable insights into the workings of the design industry.”
Veera’s success
follows on from that of Venus Pang, a GSA Interior Design student who won the
award last year with her design for a new Top Shop in LA. As well as a cash
prize Veera wins the opportunity to do a paid internship with one of the
leading retailers or design agencies which has supported the RDW awards.
follows on from that of Venus Pang, a GSA Interior Design student who won the
award last year with her design for a new Top Shop in LA. As well as a cash
prize Veera wins the opportunity to do a paid internship with one of the
leading retailers or design agencies which has supported the RDW awards.
Ends
For further information contact:
Lesley Booth
0779 941 4474
@GSofAMedia
Notes for Editors
The judging panel comprised:
Chair – Lynda
Relph-Knight
Relph-Knight
Francesco Draisci, Draisci Studio
Katie Greenyer, Pentland Brands
Elliot Price, Household
Anna Saunders, Dalziel &
Pow
Pow
Howard Sullivan, Your Studio
Jon Tollit, Gensler
Matthew Valentine
Retail Design World
Retail Design World
Retail Design Student
Awards, a much-applauded scheme designed to celebrate, encourage and promote
the future stars of retail design were launched in 2015.
Awards, a much-applauded scheme designed to celebrate, encourage and promote
the future stars of retail design were launched in 2015.
The annual awards see
students tackle live briefs from retailers and brands. This year the design
challenges were set by Adidas,
Majestic Wine and Pret A Manger.
students tackle live briefs from retailers and brands. This year the design
challenges were set by Adidas,
Majestic Wine and Pret A Manger.
Students from six
colleges took part: The Glasgow School of Art,
the University of Huddersfield,
Kingston University, Manchester Metropolitan University, Middlesex University and the University of Portsmouth.
colleges took part: The Glasgow School of Art,
the University of Huddersfield,
Kingston University, Manchester Metropolitan University, Middlesex University and the University of Portsmouth.
The scheme is
supported by major design agencies, which have provided mentorship to entrants
as well as paid internships to winning entrants. Design groups including Graven Images, Fitch, Start JG,
20.20 and MWorldwide have mentored the participating
students this year.
supported by major design agencies, which have provided mentorship to entrants
as well as paid internships to winning entrants. Design groups including Graven Images, Fitch, Start JG,
20.20 and MWorldwide have mentored the participating
students this year.
The winning students
will be offered paid internships at the retailers and design agencies involved
in the scheme.
will be offered paid internships at the retailers and design agencies involved
in the scheme.
THE MAJESTIC WINE CHALLENGE
The current large
sizes and more remote locations of Majestic Wine stores are inconvenient for
urban, inner-city customers. How can Majestic expand its award-winning retail
experience into smaller-format, urban locations?
sizes and more remote locations of Majestic Wine stores are inconvenient for
urban, inner-city customers. How can Majestic expand its award-winning retail
experience into smaller-format, urban locations?
We want to appeal to
younger (25–40), more technology-savvy customers that want to expand their wine
knowledge beyond the supermarkets, but who might be intimidated by traditional
wine merchants. How do we bring the knowledge, accessibility and fun of
Majestic to a new generation of wine drinkers?
younger (25–40), more technology-savvy customers that want to expand their wine
knowledge beyond the supermarkets, but who might be intimidated by traditional
wine merchants. How do we bring the knowledge, accessibility and fun of
Majestic to a new generation of wine drinkers?
About Majestic Wine
Majestic Wine is the
United Kingdom’s largest specialist retailer of wine, selling a mixture of
wine, champagne and spirits. Majestic’s stores offer customers free tasting,
free delivery and free glass hire.
United Kingdom’s largest specialist retailer of wine, selling a mixture of
wine, champagne and spirits. Majestic’s stores offer customers free tasting,
free delivery and free glass hire.
Majestic Wine
currently has 211 stores in the UK. In 2016, Majestic won High Street Wine
Retailer of the Year at the International Wine Challenge Awards.
currently has 211 stores in the UK. In 2016, Majestic won High Street Wine
Retailer of the Year at the International Wine Challenge Awards.
Background
The Majestic Wine
model has traditionally been large ‘warehouse’ stores in suburban or
out-of-town locations. The classic Majestic customer is older, already has a
degree of wine knowledge, and is able to travel to a Majestic location by car,
or be at home to receive a delivery.
model has traditionally been large ‘warehouse’ stores in suburban or
out-of-town locations. The classic Majestic customer is older, already has a
degree of wine knowledge, and is able to travel to a Majestic location by car,
or be at home to receive a delivery.
In 2015, Majestic Wine
scrapped their six-bottle minimum purchase rule, allowing customers to buy
single bottles from any store. In 2015, Majestic also launched its myMajestic
mobile app.
scrapped their six-bottle minimum purchase rule, allowing customers to buy
single bottles from any store. In 2015, Majestic also launched its myMajestic
mobile app.
Majestic Wine is wants
appeal to the next generation of wine drinkers; people who regularly drink wine
and know what they like, but feel that traditional wine merchants might be
snobby or intimidating.
appeal to the next generation of wine drinkers; people who regularly drink wine
and know what they like, but feel that traditional wine merchants might be
snobby or intimidating.
The Brief
Majestic Wine is now
keen to move away from its ‘warehouse’ feeling. Majestic wants to trial
smaller-format stores in urban locations. We want to be able to take advantage
of pop-up locations, empty high street shops and short-term events (festivals,
cultural events, sponsorship tie-ins, etc).
keen to move away from its ‘warehouse’ feeling. Majestic wants to trial
smaller-format stores in urban locations. We want to be able to take advantage
of pop-up locations, empty high street shops and short-term events (festivals,
cultural events, sponsorship tie-ins, etc).
To appeal to
‘off-the-street’ customers, and people wanting to buy a single bottle for that
day, we want our stores to feel accessible and not over-crowded with product.
We also want to encourage customers to take advantage of our free tasting and
expert, unpretentious wine knowledge.
‘off-the-street’ customers, and people wanting to buy a single bottle for that
day, we want our stores to feel accessible and not over-crowded with product.
We also want to encourage customers to take advantage of our free tasting and
expert, unpretentious wine knowledge.
Create a flexible,
adaptable system that can be installed in 48hrs into different locations and
configurations (for example, into a shipping
container, a high street shop, a pop-up marquee, or a disused pub).
adaptable system that can be installed in 48hrs into different locations and
configurations (for example, into a shipping
container, a high street shop, a pop-up marquee, or a disused pub).
Consider how mobile
and digital technolgy can encourage, inform and reassure customers pre-,
during, and post-purchase.
Considerations
- Product (bottles)
should be easy to browse, shop and select - Seamless integration between
browsing, selection, purchase and collection using
mobile technology - Flexible modular store assets that can be easily configurated
into
different spaces - Easy to transport, construct and adapt into a variety of locations
- New and different, easily-accessible feeling, compared
to existing
‘warehouse’ stores
Must-haves
- Core selection of 100 wines
- Tasting
counter - Click and Collect availability
- Refrigerated selection of wine and
beer - Ability to store or easily replenish stock