Calvin Klein Jeans, Charles & Keith, and Magrabi Optical aim to create stylish, sophisticated environments while Axiom Telecom aims for a bright, active environment. The documents describe using bold signage, chic interiors, ample lighting, and product displays to attract customers and promote new products and local culture in a safe, accessible way.

6. CALVIN KLEIN JEANS
ENVIRONMENT: ‘SMART-CASUAL’, MODERN

7. CHARLES & KEITH
ENVIRONMENT: STYLISH, TIMELESS

8. MAGRABI OPTICAL
ENVIRONMENT: CLINICAL SOPHISTICATION

9. AXIOM TELECOM
ENVIRONMENT: PEPPY, BRIGHT, ACTIVE

11. Bold and bright Promoting new products
signage
Chic and crisp interiors No doors or sensors
Simple non-skid flooring
Ample lighting
Clothes and accessories Addressing local
displayed, based on age and culture

14. Full-length mirror to view
and contemplate products Bright and warm lighting
No doors or sensors
Center displays with
new products
Non-skid flooring to
encourage people to try
shoes

15. Store Manager in
Charles & Keith
uniform and
accessories
Bags displayed
on shelves at
eye-level – easier
to view and touch
Center Seating in
front of mirror
Shoes displayed
on lower shelves
– typically the
usual angle at
which people view
shoes

18. Effective product display, allowing customers to stroll, view and choose
Sunglasses Spectacles
White colour theme Free eye-care
Non-skid flooring literature and Expensive products
Fluorescent lighting donation box on displayed ‘safely’

20. ORANGE

21. Bright and bold font for
signage
Bright and colourful
environment to attract
customers, especially young
buyers
No doors, but ‘orange-
colour-with-advertisement’
sensors to ensure security

22. Feature wall with
latest models and
Schemes accessories
advertised on wall
itself
Employees in
uniform, to
promote Axiom
Special/New products displayed
on special counters