NEW STORE CONCEPT Guidelines for Point-Of-Sale elements (UK)
June 2015 VISPRING CONTENTS 2
VISPRING STORE CONCEPT
PART I: VISPRING IS CHANGING ...... 1 4
PART II: NEW STORE CONCEPT ...... 1 7
PART III: APPLICATION: AND SO TO BED, KINGS ROAD ...... 14
PART IV: OTHER APPLICATIONS ...... 19
VISPRING STORE CONCEPT IN DETAILS
PART I: THE ATMOSPHERE ...... 25
PART II: THE TOOLS – STANDARD POS ITEMS ...... 27
PART III: THE TOOLS – NON- STANDARD POS ITEMS ...... 49
CONTACT ...... 66 VISPRING STORE CONCEPT 4
PART I
VISPRING IS CHANGING VISPRING DISCOVER A NEW WORLD 5
Handcrafted with the finest natural materials, Vispring beds have always been synonymous with craftsmanship, excellence and luxury. While that remains as true today as it was more than a century ago, Vispring itself is evolving. Vispring is much more than an exquisitely comfortable mattress. For consumers the world over, it offers the gateway to a distinctly desirable way of life.
Day and night are a whole, a unity, one way to achieve a truly harmonious existence. A day that follows a night in a Vispring bed is full of potential, emotions and the positive energy that makes dreams come true. ‘Sleep well, live better’, this is the seductive promise the brand makes to people.
The new world of Vispring is a place of comfort, peace and poetry. It is a place of elegance and sophistication, founded on an instinctive appreciation of the things that really matter. It is luxurious yet understated, exclusive and idealistic. It is the world the customers enter when they purchase a Vispring bed. VISPRING VISPRING, THE REFERENCE IN THE LUXURY BEDDING INDUSTRY 6
In 2014, the iconic English brand opened an exciting new chapter in its distinguished history, launching a comprensive global marketing strategy that clearly aims at asserting itself as the undisputed reference in luxury bedding.
As part of this new global marketing strategy, Vispring presented a new visual corporate identity accompanied by a bold new advertising campaign that has been featured in high end magazines across the globes. The brand new Brand and Product brochures gave the brand a fresh and luxurious feel.
2015 will be the time to introduce this new philosophy and brand image to the shops with a new and exclusive Vispring store concept.
This store concept will be revived to help the retailers giving consumers the peaceful and serene shopping experience they deserve; again, reinforcing Vispring’s position as a luxury purchase for a sophisticated consumer. 7
PART II
NEW STORE CONCEPT VISPRING THE NEW STORE CONCEPT 8
By emphasising its core differences such as its philosophy “sleep well, live better”, its British heritage, its specific know-how and a distinctive lifestyle signature, Vispring aims at creating a genuine brand experience and establish a unique relationship with the customer.
The objectives of Vispring’s exclusive store concept are as follows:
• To strengthen the brand’s luxury positioning
• To guide the consumer throughout specific areas in the showroom in order to create a unique Vispring shopping journey
• To make the process of the bed purchase easier, clarifying the offer and focusing on the products’ benefits.
Vispring’s new store concept relies on a double angle of inspiration that can be summarised as “a workshop in a gallery”: a ‘workshop’ - illustrated through tradition, know-how, heritage and handcrafting - treated with the codes of an ‘art gallery’ – through aspirational visuals, modernity and refinement.
The consumer will enjoy a unique shopping experience. Immersed into an exclusive universe and guided into the different areas of the showroom, he will discover an inspiring brand and luxurious products through an artistic and contemporary angle. VISPRING A WORKSHOP IN A GALLERY A UNIQUE JOURNEY FOR THE CONSUMER 9
AREA 1: WELCOME TO VISPRING AREA 2: THE WORKSHOP AREA
AREA 3: THE BED AREA AREA 4 : THE SEATING AREA VISPRING A WORKSHOP IN A GALLERY KEY AREAS OF THE CONCEPT 10
AREA 1: WELCOME TO VISPRING
Imagine a place of comfort and poetry. A haven of elegance and sophistication. This is the world of Vispring.
An ‘entrance door’ as the first visual impact to discover the brand.
Immediately recognisable due to its ‘yellow touch’, synonymous with light, energy, warmth and positivity, it presents the brand through its new corporate codes and philosophy. VISPRING A WORKSHOP IN A GALLERY KEY AREAS OF THE CONCEPT 11
AREA 2: THE WORKSHOP AREA
A workshop to learn and understand about the Vispring brand and product offer.
Artistic visuals illustrate Vispring’s unique heritage, expertise and know-how.
A furniture cabinet presents and stores the essentials (natural fillings, springs) and the complete range of accessories (fabrics, legs, pillows, duvets). VISPRING A WORKSHOP IN A GALLERY KEY AREAS OF THE CONCEPT 12
AREA 3: THE BED AREA
A product area to experience Vispring’s unique comfort.
The bed is the star. An alcove, a carpet, a discrete light help to create some intimacy and well-being while testing the bed.
Consistent with the communication strategy, an inspiring view accompanies it to remind the consumer the benefit of one night in a Vispring bed. VISPRING A WORKSHOP IN A GALLERY KEY AREAS OF THE CONCEPT 13
AREA 4: THE SEATING AREA
An intimate area to relax and enjoy the shopping experience.
A cocooning atmosphere, around a cup of English tea, is created to allow the consumer to enjoy some time off and to continue learning about Vispring aided by the brochures and short videos. 14
PART III
APPLICATION:
AND SO TO BED, KINGS ROAD VISPRING A WORKSHOP IN A GALLERY AND SO TO BED, KINGS ROAD 15
AREA 1: WELCOME TO VISPRING VISPRING A WORKSHOP IN A GALLERY AND SO TO BED, KINGS ROAD 16
AREA 2: THE WORKSHOP AREA VISPRING A WORKSHOP IN A GALLERY AND SO TO BED, KINGS ROAD 17
AREA 3: THE BED AREA VISPRING A WORKSHOP IN A GALLERY AND SO TO BED, KINGS ROAD 18
AREA 4: THE SEATING AREA 19
PART IV
OTHER APPLICATIONS VISPRING LINEAR STUDIO 20
OPTION 1
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MATTRESS
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OPTION 2 VISPRING ISLAND STUDIO 22
WITHOUT HALF WALLS
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MATTRESS MATTRESS
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SIDE A
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MATTRESS
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SIDE B VISPRING ISLAND STUDIO 23
WITH HALF WALLS
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SIDE A
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SIDE B
Imagine a place of comfort and poetry, a haven of elegance and sophistication. This is the world of Vispring.
SIDE VIEW VISPRING STORE CONCEPT IN DETAILS
POS Guidelines 25
PART I
THE ATMOSPHERE VISPRING THE ATMOSPHERE CORPORATE COLOURS 26
EXCLUSIVE VISPRING YELLOW DOWN PIPE 26 PLUMMET 272 ALL WHITE 2005 Farrow & Ball Farrow & Ball Farrow & Ball
Recommended wall colour Alternative grey wall colour Alternative wall colour in specifi c cases in specifi c cases
Walls should be painted using the new colour palette (all previous screws or picture fixings should be removed and wall surfaces should be prepared before painting).
For further information or for any specific requests please contact the Marketing Team, contact details on page 66. 27
PART II
THE TOOLS
Standard POS items 28
All existing POS Materials with the old branding (pictures, logos, specifications cards etc) should be removed and replaced by the new POS items.
Please note that NO ‘like for like’ replacement is required as the specifications and sizes of the new POS items are different to the previous ones. VISPRING THE TOOLS WELCOME TO VISPRING 29
‘WELCOME TO VISPRING’ PANEL Objective: clearly identify the Vispring area in an eye-catching way.
Where to use the Yellow panel: at the entrance area in larger stores or in a prominent position in smaller stores.
■ WALL Painted in Down Pipe - Farrow & Ball
■ ‘WELCOME TO VISPRING’ PANEL Two options available: 1 Ready-made panel (including Vispring logo and inspirational sentence). This is the preferred option. 2 Painted on the wall in exclusive Vispring yellow, with black cut vinyl Vispring logo and inspirational sentence. (These need to be ordered and applied separately.) VISPRING THE TOOLS WELCOME TO VISPRING 30
READY-MADE PANEL
6 cm
Side view VISPRING THE TOOLS WELCOME TO VISPRING 31
Please follow positioning as shown in the visual below.
65 cm 65 cm
Imagine a place of comfort and poetry. A haven of elegance and sophistication. This is the world of Vispring. 210 cm 172 cm 138 cm 12 cm
130 cm VISPRING THE TOOLS LOGOS 32
LONG LOGO Objective: clearly identify the Vispring area in store and making reference to the Vispring corporate identity.
Where to use the Long logo: in stores without the yellow panel or in larger stores with more than one logo opportunity.
QUALITY 1
QUALITY 2
QUALITY 3 VISPRING THE TOOLS LOGOS 33
QUALITY 1 LOGO - Brushed brass Specification: ‘Vispring’ in brushed brass on 9mm mdf. ‘Luxury Beds – London 1901’ in brushed brass. Attachment system: screw fixing for individual letters. Available sizes: 1500mm, 2000mm and 2500mm length.
QUALITY 2 LOGO - Brushed gold dibond Specification: ‘Vispring’ in brushed gold dibond 3 mm. ‘Luxury Beds – London 1901’ in brushed gold dibond 3 mm Attachment system: combination of screw fixing (Vispring) and adhesive lettering (Luxury Beds London 1901) Available sizes: 1500mm, 2000mm and 2500mm length.
QUALITY 3 LOGO - Brushed cut vinyl lettering Specification: ‘Vispring’ & ‘Luxury Beds – London 1901’ in cut vinyl lettering. Attachment system: adhesive lettering Available sizes: 1500mm, 2000mm and 2500mm length. VISPRING THE TOOLS LOGOS 34
LONG LOGO Available in 3 different sizes
435 mm
1500 mm
580 mm
2000 mm
725 mm
2500 mm VISPRING THE TOOLS LOGOS 35
ROUND LOGO
Vispring round logo is an additional corporate element – it can’t replace the the yellow panel or the long logo.
If there is room only for one logo, it must be the long logo and never the round logo.
Objective: to make reference to the Workshop (ie where we show our know-how, expertise, natural materials etc).
Where to use the Round logo: in stores where there is a dedicated area or wall space showing know-how / craftsmanship visuals.
Due to the above criteria, it will only be used in selected stores.
QUALITY 1 QUALITY 2 QUALITY 3 VISPRING THE TOOLS LOGOS 36
QUALITY 1 ROUND LOGO Description: brushed ‘golden’ / black laser cut out logo Available in 1 size: 500 mm in diameter Attachment: screw fixing .
500 mm
QUALITY 2 ROUND LOGO Description: brushed dibond Available in 1 size: 500 mm in diameter Attachment: screw fixing
500 mm
QUALITY 3 ROUND LOGO Description: logo in cut vinyl lettering Available in 2 sizes: 400mm and 500 mm in diameter Attachment: adhesive lettering / stick on the wall
Can be used for windows and for walls. Please note that imperfections of the walls will be visible.
400 or 500 mm VISPRING THE TOOLS LOGOS 37
LOGO APPLICATION GUIDELINE
When both logos (long & round) are used in one store, please make sure that the same quality will be used for both logos ie:
• Q1 for Long & Q1 for Round logo • Q2 for Long & Q2 for Round logo • Q3 for Long & Q3 for Round logo VISPRING THE TOOLS FOOTMATS 38
FOOTMATS Available in 1 finish (faux-suede fabric)
Faux suede fabric Colour: 410 Golden Vispring logo embroidery
Five sizes available: 128cm wide (for 90cm wide mattresses) 173cm wide (for 135cm wide mattresses) 188cm wide (for 150cm wide mattresses) 220cm wide (for 182cm wide mattresses) 253cm wide (for 215cm wide mattresses) VISPRING THE TOOLS PILLOW CASES 39
PILLOW CASES Available in 1 finish (housewife style)
100% cotton Colour: off-white Grey Vispring embroidery
Available is two sizes: 75cm x 50cm (for beds 150cm wide and below) 90cm x 50cm (for beds above 150 wide)
NOT final image VISPRING THE TOOLS FABRIC SWATCHES 40
TIMELESS COLLECTION SWATCH BOOKS Set of 3 swatch books will be available for each store:
(i) Fabrics for mattresses (ii) Fabrics for divans and headboards (iii) Fabrics for divans and headboards VISPRING THE TOOLS TEXTS 41
TEXTS A selection of inspirational sentences.
Available in 1 finish (matt gold adhesive lettering) VISPRING THE TOOLS TEXTS 42
TEXTS A selection of inspirational sentences.
BED AREA (above beds) • For more than a century, Vispring has been synonymous with exceptional comfort and luxury. • A bespoke bed by Vispring is a guarantee of supreme luxury and untroubled sleep. • Day and night become one; twin aspects of a single harmonious existence. This truth inspires everything we do. • Pure materials, tailored to your needs. Dreams that are yours alone.* • Vispring is the embodiment of more than a century of expertise and dedication. • Vispring tailor-makes its beds to your individual needs. • Vispring helps you discover the very best of yourself.
POSITIONING OF SENTENCES (above beds) • Centred with the midpoint defined by the width of each bed. • Sentences which appear together on one wall should be placed level with each other. The actual height used will be dictated by the height of the highest headboard (the bottom of the sentence will be 20cm above the top of the headboard).
Please do not use the same sentence twice in one store.
* Please do not use this sentence if you use the specific composition of Know-How and British heritage visual (page 52). VISPRING THE TOOLS VISUALS 43
VISUALS
Three categories of inspirational visuals have been identified to emphasise Vispring’s new philosophy.
• Category 1: View visuals - Where: exclusively in the bed area - Why: to illustrate the positive results after one night on a Vispring bed
• Category 2: Lifestyle visuals - Where: in the bed area - Why: to illustrate the Vispring art of living
• Category 3: Know-how visuals - Where: in an area dedicated to know-how and craftsmanship visuals - Why: to illustrate Vispring expertise
This selection of visuals has been carefully chosen according to the area they will be used.
To ensure brand consistency, we have determined: - An ideal number of visuals according to the type and size of the store. - Specific sizes for each category of visuals.
Please follow these recommendations. For any specific use, please contact us. VISPRING THE TOOLS VISUALS 44
VIEW VISUAL FOR THE BED AREA 1 visual available:
Where: minimum 1 in EVERY store
Available in one size: 80cm x 120cm (portrait)
Technical specification: 3mm Aluminium Composite (DiBond)
Fitting instructions: split batten mounts (reverse top) and solid batten mount with adhesive tape (reverse base) VISPRING THE TOOLS VISUALS 45
KNOW-HOW VISUALS FOR THE WORKSHOP-RELATED AREA 6 visuals available:
Available in one size: 40cm x 50cm (poster size) 44cm x 54cm (finished size)
Technical specification: satin printed poster in black matt wooden picture frame
Fitting instructions: screw fixing
Know-How 1 Know-How 2 Know-How 3
Know-How 4 Know-How 5 Know-How 6 VISPRING THE TOOLS VISUALS 46
POSTER FOR EXISTING LIGHT BOXES Design: yellow panel on one side and sea view visual on the other. Durantrans posters to replace the inner poster in existing light boxes.
Please note: exact measurement of lightboxes and inner posters need to be provided as there are significant variations in sizes of lightboxes in stores. VISPRING THE TOOLS VISUALS 47
SUMMARY OF STANDARD VISUALS
AVAILABLE AVAILABLE RECOMMENDED NO. VISUAL WHERE DESIGNS SIZES OF VISUALS
VIEW VISUAL
80cm x 120cm BED AREA 1 Minimum 1 (portrait)
VIEW VISUAL POSTER for existing light boxes
1 1 (yellow panel 60cm x 170cm BED AREA ONLY in stores where there design on 1 side & (standard size) view visual on the is an existing light box. other side)
KNOW-HOW VISUALS
WORKSHOP AREA 40cm x 50cm 6 Minimum 2 BED AREA (portrait) SEATING AREA
Know-How 1 Know-How 2 Know-How 3 Know-How 4 Know-How 5 Know-How 6 VISPRING THE TOOLS BED SPECIFICATIONS SHEET 48
BED SPECIFICATIONS SHEET
Next to each Vispring bed, display of a short description of the product.
Technical specification: HERALD SUPERB A4 (21cm x 29.7cm) on 5mm foamex Partners the Prestige Divan Fitting instructions: Velcro fastening MATTRESS
FINEST QUALITY TICKING HORSETAIL Positioning: COTTON
PLATINUM CERTIFIED • Ideally the specification sheet BRITISH FLEECE WOOL should be positioned close enough to 1476 VANADIUM STEEL POCKET SPRINGS the relevant bed so that it is obvious IN 1 LAYER which bed it belongs to - but NOT in 150 x 200cm size right next to it, or too high or low.
DIVAN
FINEST QUALITY TICKING OR UPHOLSTERY FABRIC PLATINUM CERTIFIED BRITISH FLEECE WOOL
COTTON
COIR
950 POCKET SPRINGS IN 1 LAYER in 150 x 200cm size 49
PART III
THE TOOLS
Non-standard POS items (not in stock but available on request) VISPRING THE TOOLS VISUALS 50
HANGING VIEW VISUAL
Where: in stores where there is insufficient wall space for view visuals.
Available in one size:
120cm x 180cm (portrait only)
Design: Vispring brand ad visual (lady)
Technical specification: 5mm foamex board (image printed on board)
Fitting instructions: hanging from the ceiling VISPRING THE TOOLS VISUALS 51
LIFESTYLE VISUALS FOR THE BED AREA To be used in large and medium size stores (not in smaller stores). 4 visuals available:
Available in one size: 40cm x 50cm (poster size) 44cm x 54cm (finished size)
Technical specification: satin printed poster in black matt wooden picture frame
Fitting instructions: screw fixing
Lifestyle 1 Lifestyle 2
Lifestyle 3 Lifestyle 4 VISPRING THE TOOLS VISUALS 52
SPECIFIC COMPOSITION OF KNOW-HOW & BRITISH HERITAGE VISUALS FOR THE WORKSHOP AREA
Where: in smaller size stores where there is not sufficient wall space to display individual know-how/ craftsmanship visuals.
Available in one size: 95cm x 95cm
Technical specification: 3mm Aluminium Composite (DiBond)
Fitting instructions: split batten mounts (reverse top) and solid batten mount with adhesive tape (reverse base)
Please do not use the ‘Pure materials tailored to your needs’ sentence above the bed (page 42) if you use this specific composition VISPRING THE TOOLS POSTCARDS 53
PRODUCT POSTCARDS Inspirational postcards can be displayed in stores or handed out in the studio or handed out personally by the sales person. At the end of a visit, the sales person can fill out the postcard with information of interest for the consumer (mattresses tested, favourite fabrics, selected headboards etc). VISPRING THE TOOLS POSTCARDS 54
PRODUCT POSTCARDS 8 versions available
Victorian Townhouse Paris Mansion The Hamptons Villa in Tuscany
Stately Home Country Cottage New York Loft The Riviera VISPRING THE TOOLS POSTCARDS 55
HEADBOARD POSTCARDS Graphic headboard cards can be displayed in stores or handed out in the studio or handed out personally by the sales person. After a visit, the customer can leave with his selection of favourite headboard cards or just keeps one as a “souvenir“.
MONCORVO Designed by Dirk Debbaut VISPRING THE TOOLS POSTCARDS 56
HEADBOARD POSTCARDS 22 versions available (all the headboards of the UK collection)
ACHILLES ARC ARTEMIS ATLAS
CETO CIRCE CLABON ECCLESTON Designed by Dirk Debbaut Designed by Dirk Debbaut
ELBA ENYO FITZROY HALKIN VISPRING THE TOOLS POSTCARDS 57
HEADBOARD POSTCARDS 22 versions available (all the headboards of the UK collection)
HELIOS HERA IRIS
LENNOX MONCORVO MUSES Designed by Dirk Debbaut Designed by Dirk Debbaut
PALLADIO TRITON WILTON Designed by Dirk Debbaut VISPRING TOOLS EXCLUSIVE LEG POS 58
EXCLUSIVE LEG POS
Shows all the different leg designs and finishes (NOT all the legs),
TWO-PIECE LEG POS for Workshop cabinet.
B2: bronze / natural - 6.5cm L2: natural - 9cm L5: bronze: - 15cm
L3: ebony
L1: natural - 15cm L4: chroma - 15cm B1: natural: - 7cm
C3: 1 of each colour - 7.5cm
Size: 35cm x 55cm x 16cm (each) VISPRING TOOLS EXCLUSIVE LEG POS 59
EXCLUSIVE LEG POS
Shows all the different leg designs and finishes (NOT all the legs),
ONE-PIECE LEG POS to be placed on a table or hung on the wall.
B2: bronze / natural - 6.5cm L2: natural - 9cm L5: bronze: - 15cm
L3: ebony
L1: natural - 15cm L4: chroma - 15cm B1: natural: - 7cm
C3: 1 of each colour - 7.5cm
Size: 55cm x 68cm x 17.5cm
NOT final image VISPRING TOOLS EXCLUSIVE NATURAL FILLINGS POS 60
EXCLUSIVE NATURAL FILLINGS POS Shows all the different natural fillings (mohair, cashmere, Shetland wool, horsehair, silk, bamboo) and the three different spring tensions. Available in two different sizes: small & large
SMALL FILLINGS POS LARGE FILLINGS POS for Workshop cabinet to be placed on a table or hung on the wall
2 pieces Individual POS Size: 30cm x 50cm x 8.5cm Size: 50cm x 68cm x 17.5cm NOT final images VISPRING TOOLS EXCLUSIVE CUT-THROUGH POS 61
EXCLUSIVE CUT-THROUGH POS Shows an example of a Vispring mattress cut-through Available in one size and in three versions To be placed on a table or hung on the wall or in the Workshop cabinet
VERSION 1 VERSION 2 VERSION 3 Mattress with 1 row of Mattress with 2 rows Mattress with 3 rows springs plus divan of springs of springs
Size: 49cm x 60cm x 11cm (each)
NOT final images VISPRING THE TOOLS WORKSHOP CABINET 62
WORKSHOP CABINET
Pure materials, tailored to your needs. VISPRING THE TOOLS WORKSHOP CABINET 63
WORKSHOP CABINET
Pure materials, tailored to your needs.
24x30 & 21x28
NATURAL FILLINGS swatches NATURAL FILLINGS
Internal layout POS should be ordered separately VISPRING THE TOOLS DOCK 64
DOCK FOR BROCHURE CONTACT VISPRING CONTACT DETAILS 66
For further information, please contact our marketing team
Eva Toth Marketing Manager T +44 (0) 1752 366 311 ext 122 E [email protected]
Magali Castillo Global Marketing Director T +32 (0) 16 38 75 14 M +32 (0) 470 89 10 49 E [email protected]