As part of a temporary promotion, By Terry needed to dress a trestle table in Selfridges with stylish visual merchandising elements. The brief was to create something that connected the customer to the luxury Parisian feel at the heart of the By Terry brand – capturing interest and promoting footfall to the By Terry concession in store.
By Terry is an award-winning luxury French brand offering bespoke couture beauty, makeup and fragrance by Terry de Gunzburg. Over the years the brand has grown and developed more luxury cosmetics, skincare and fragrance.
“My philosophy is creativity, integrity and quality. Those three are fundamental in all of my innovations. It could be very innovative, but if it’s not quality, it’s not for me.”Terry de Gunzburg in Forbes Magazine
We had already worked with By Terry in Harrods, helping them with an installation in the new Beauty Hall and were delighted to have the opportunity to work with them on a temporary visual merchandising, promotional space in Selfridges.
Driving Footfall with Eye-Catching VM
Established as a concession in Selfridges and flourishing, By Terry were presented with the opportunity to take a two week temporary promotional space. Using a Selfridges table and mirrors, we had to design a retail display that would help communicate the ethos of the By Terry brand, showcase key products and drive customers to the By Terry concession.
Teaming Versatile Design & Beautiful Brand Style
The trestle table promoted the ‘Terrybly Paris’ product range – a limited edition collection of cosmetics stylishly designed – encased in metallic packaging embossed with key Parisian landmarks and the slogan ‘Terrybly Paris’. To replicate the feel of the collection the trestle table followed a Parisian theme and included two miniature Eiffel towers surrounded by lighting, mirrors, a digital display and a customised countertop. Even though it was a temporary promotional space we made sure to design the elements for the trestle table with flexibility in mind. By producing pieces that could be re-used, we reduced waste and provided better value for money.
Setting a High Standard in Selfridges
The trestle take over was simple but effectively helped to profile the Parisian roots of the By Terry brand – increasing footfall to the concession. The design and execution of this temporary promotion worked so well it’s been added as an example of best practice in the retailers’ guidelines.
“Love this. Thanks for your support”Keerpa Patel, By Terry
“Your trestle table has been very well received.”Marina Tofari, VM Manager for Kids, Toys, Beauty & Accessories, Selfridges
We continue to work with By Terry, helping them to create installations full of French style and finesse – viva By Terry!