The document summarizes a retail concession project for Diego Dalla Palma Cosmetics in Tesco stores in the UK designed by Sheridan&Co. The objective was to launch the Italian beauty brand in the UK market through a design that worked for consultation sales and self-selection in Tesco's 24-hour stores while minimizing theft. Sheridan&Co designed a bold black and white scheme with a consultation counter and self-service area. Products are displayed in secure two-drawer systems allowing customers to try products with minimized theft risk. The design balanced showcasing the premium brand and the practicalities of the Tesco supermarket format.

1. RETAIL CONCESSION
TESCO

2. CASE STUDY
DIEGO DALLA PALMA
RETAIL DESIGN

3. PROJECT
OVERVIEW
CLIENT
Shafii & Schmid Enterprises
PRODUCT
Diego Dalla Palma Cosmetics
TARGET MARKET
25+ women

4. THE
OBJECTIVE
Sheridan&Co was challenged to come
up with a solution for the launch of DDP
into the UK market through Tesco
Beauty stores in Dudley and Horwich.
The design needed to work for
consultation based sales but also work
as a self select unit due to Tesco’s
24-hour opening.
The design must provide a stand out
retail offering to launch the brand
into the UK marketplace, while also
being aware of theft in Tesco stores,
so the task was to create a solution
to minimise shrinkage.

5. THE
SOLUTION
Sheridan & Co designed a retail site
for the brand with a bold monochrome
scheme contrasting high gloss black
with matt off-white finishes, in a scheme
combining a consultation counter
with a user friendly self-service area.
The products are displayed and
stocked in two drawer systems which
alow customers to understand and
try products but also minimise theft.
We struck an optimum balance between
the desire to showcase a premium,
consultation based cosmetics brand
and the practicalities of a self select
unit in a 24 hour supermarket.

6. RENDER TO
REALITY

7. RENDER TO
REALITY

8. COMPANY
INFORMATION
Diego Dalla Palma company was
founded in Milan in the mid 1970s
by Diego dalla Palma, one of the best
known make-up artists in the Italian
star system, and it was immediately
a revolution: on the strength of an
innovative impulse based on the
values of breaking with the past,
transgression, irony and originality,
the brand quickly established itself
in Italy and throughout the world as
a symbol of professional make-up.
You can do anything, if you do
it with style.

9. Appointments...
PRESS
Sheridan&Co has promoted Steve Thomas
to head of design. Thomas will lead the
10-strong team at the firm’s headquarters
in Market Harborough.
John Lewis has appointed Theo Williams,
the former creative director at Habitat,
to take a leading role in its home design
1 the drum 2 & 3 retail focus team alongside existing design manager
Mockie Harrison. Williams, who led the
4 pure beauty 5 cosmetics biz
creative direction at Habitat for four years
before joining John Lewis, will add his
creative vision to John Lewis’s overall
design strategy.
Storeage creates mobile kiosk for ING
Amsterdam-based retail design agency Storeage has created a Waitrose to roll out
multi-functional mobile coffee bar and office for financial institution ING.
Designed to ‘spark intrigue and leave a lasting impression’, ING Express will
self-service technology
move across the Netherlands, bringing banking services to the consumer at
cultural events, festivals, fairs and concerts. Supermarket chain Waitrose is set to install
The box-shaped kiosk is created from metal with a wood-effect finish, and self-service technology from Wincor Nixdorf
features the distinct ING lion graphic on its side and top. The box opens from across all of its UK branches to improve the
both sides to reveal a modular coffee bar and office in ING’s bright orange overall customer experience. The
corporate colour. self-service implementation follows an
initial trial at a number of Waitrose stores
and is part of the retailer’s strategic
initiative to provide its customers with
multi-channel payment options.
Italian cosmetic brand launches in UK, in Tesco Commenting on the move, Graham
Heald, director of retail services at
Italian beauty brand Diego Dalla Palma Waitrose, says: ‘Excellent customer service
has launched in the UK, with a retail is central to Waitrose’s success and
design concept by Sheridan&Co. transaction speed is a vital part of that,
Diego Dalla Palma has launched as is choice in the way customers wish to
exclusively in selected Tesco stores transact. This technology gives people
as part of the retailer’s new expanded an alternative payment option which is
beauty offer. The move will see Tesco sell fast, easy-to-use and means their in-store
a number of premium brands from an journey from entry to checkout is a smooth
in-store beauty hall area for the first time. one. Our customers expect the highest
The Diego Dalla Palma retail site standards and this is true whether they
has a bold monochrome scheme, are talking to a Waitrose Partner or using
contrasting hi-gloss black with matt a self-service checkout. We therefore
off-white finishes. Sheridan&Co has looked closely at the technology and
created a flexible scheme, combining a chose the solution that would deliver
consultation counter with a user-friendly the standard of service that we and our
self-service area. customers demand.’
A ceiling-mounted pelmet visually Sheridan&Co, comments: ‘We relished Waitrose was one of the first retailers
anchors the scheme, while a pair of the opportunity to introduce such a to make handheld scanners available
two-metre tall product bays sit side by great brand to the UK market. We have to customers, who then pay at the Quick
side, facing opposite directions. One struck an optimum balance between Check tills, and it is currently exploring
side houses product shelving and the the desire to showcase a premium, new technologies, such as contactless
other large backlit graphics, which form consultation-based cosmetics brand payments. The retailer anticipates further
the backdrop to the consultation area. and the practicalities of a self-select innovation in payments to come as it
Product is displayed on black glass unit in a 24 hour supermarket.’ continually looks for ways to improve the
countertops. The first Diego Dalla Palma opened customer experience in its branches.
Steve Thomas, head of design at in Tesco in Dudley on 17 October.
9

11. OUR COMPANY
COMPANY NAME TYPE OF ORGANISATION
Sheridan&Co Privately owned company
WEBSITE TYPE OF ORGANISATION
www.sheridanandco.com Michael Sheridan: CEO & Founder
Julien Sheridan: Sales &
ADDRESS & NUMBERS
Communication Director
Head Office
John Dupuis: President-
+44 (0)1858 468 000
US Market
Market Harborough
Riverside OFFICE LOCATIONS
Market Harborough Sheridan&Co has offices in
Leicestershire London and New York with an
LE16 7PT affiliate office in Shanghai.
UK HQ, logistics and manufacturing
sites are located in Market
London
Harborough.
+44 (0)20 7486 7499
10A Blandford Street NUMBER OF EMPLOYEES
London 80 worldwide
W1U 4AZ
UK
New York
+1 212 625 1666
84 Wooster Street
Suite 703
NY, NY 10012
USA
COMPANY REGISTRATION
NUMBER
1720277