WHSmith
Gondola Highlight Factice
We collaborated with WHSmith to create a striking gondola highlight factice to showcase their magazine offering at Heathrow T5.
The challenge was to transform an everyday gondola end into something theatrical and memorable, helping the category stand out in a busy travel retail environment.
Our creative solution was to design a giant factice resembling a stack of oversized books and magazines. This playful and imaginative approach brought WHSmith’s reputation as the UK’s No.1 magazine retailer to life in-store, while adding energy and theatre to the shopper journey.
Our role was to deliver the end-to-end project including:
– Design concept & execution: developing the creative idea of oversized books into a bold 3D structure that instantly conveyed the magazine theme.
– Manufacturing: producing durable, high-quality units capable of withstanding the demands of a high-traffic airport retail environment.
– Delivery & installation: ensuring the gondola highlight was delivered and installed on time, with precision and care.
The outcome was a great visual impact – the giant book/magazine spines created a playful, larger-than-life impression, instantly drawing shoppers’ attention, and the factice stood proud, giving the gondola ends a distinctive identity that made the magazine section unmissable.
The project was completed on time, within budget, and to the highest standards, ensuring smooth execution for the client.
The installation successfully elevated the gondola ends by:
– Reinforcing WHSmith’s leadership as the go-to destination for magazines.
– Enhancing shopper engagement with a bold and creative design.
– Turning functional retail fixtures into an immersive brand experience.
This project showcased how imaginative retail design can transform a standard fixture into a brand statement, and we look forward to working with the WHSmith team on future projects.
Are you looking for a retail display partner? Contact our team today – info@threepd.co.uk