SELLING A UNIVERSITY
King's College London
On a prime corner of King's College London's Strand Campus is the 'must go to' shop for any King's student. It stocks all the essentials for study – as well as the 'coolest' university clothing for proclaiming collegiate allegiance. However, on a more serious note, the enterprise raises important funds for the student union and this new shop venture had to be a commercial success.
As an extension of Atelier's work on King's adjacent Strand alumni frieze, we were asked to integrate the shop and ensure that it represented the King's brand. Our first step was to develop a shop sign that combined the King's logo and could be seen from the other end of the high street.
The shop occupied a corner position, with one side running down a side street that had a low footfall. The windows facing onto this street could not be used for conventional displays because the inside space was allocated as a merchandising area. Instead, two small window booths were created at eye level to present exclusive, high priced items such as cut glass or silverware. Atelier created permanent window graphics combining wise academic sayings and decorative period borders to make the products look exclusive.
The main shop windows facing on to the busy Strand displayed product posters also designed by Atelier. The launch promotion featured a diverse range of exclusive King's merchandise, appealing both to King's students 'in the know' and the inquisitive passers-by.
The promotion was switched during freshers' week — aiming at the new student intake.