Caulder Moore was selected to work on New Look’s new Reading store concept as part of the retailer’s continued drive to become the favourite international fashion value brand. A more streamlined graphic offer was needed to communicate a fashion driven immediate tone of voice throughout the store.

A magazine style wall was created at the entrance to the changing room, with changeable poster panels to inform customers of the latest trends and offers within the store. This adopted a chatty, friendly tone of voice.

A ‘Top Looks’ section was introduced to the main floor, product is reviewed weekly for a dynamic on trend display, informing the customer that New Look are always in the know when it comes to fashion. Number beacons were attached to the rail of each ‘look’ to create a sense of energy around the display.

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