To kick start the festive period!

http://sendables.jibjab.com/

As the festive period is only a matter of weeks away, we've got in the mood with this festive message to one-and-all courteous of a fab bit of technology from Jib Jab!

Enjoy and wishing you a very Merry Christmas and a successful 2012!

From all at The Yard Creative

For all ferrari fans around the World!

Oh my! Look what we've just discovered...A world of Ferrari in Abu Dhabi designed by architects Benoy.

A homage to all things red and fast, visitors will be able to experience state of the art racing simulators, driving and racing schools, museums, 20 rides and attractions including a drop tower and the worlds fastest roller coaster! Why of course! 

To be totally overwhelmed by the sheer opulence and excitement of this place, click here and watch the video.

How to turn a 29 storey building in to a TV screen

So last night we caught a glimpse of exactly how the Olympics will be spectacularly changing the architecture of London with its events projections.

Last night the Millbank Tower was dramatically transformed in to a 118m high tv screen courteous of Nokia and Deadmau5. Ben Fender has once again used 4D technology to radically transform this building for 45 minutes as DJ Deadmau5 played an amazing set on the streets of the South Bank.

Rumours have it, that many iconic buildings along the river will have the same treatment throughout the Olympics. If so, then this will truly make the river a spectacular place to be!

You can see more by clicking here.

The Grey pound: How are you engaging them?

'The only growth market left in Britain is the mature market'.

The British Library Insider Trends highlighted this in their latest trend session as the one to watch out for. Now this trend has been talked about for the past decade but we are starting to really see the strength in this market place. With figures such as 'by 2020 the over 50's will form the majority of Britain's population' and 'the number of under 50's will remain or even fall whilst the over 50's will increase by 5 million' it's easy to see why.

As more and more brands go after the shrinking market of young consumers, the real opportunity lies with the older generation by creating products and services that are tailored to suit them. With an average spend of £202 each week (22% higher than 30-49 year olds) this market section is responbile for 45% of the UK's total consumer spending.

With brands such as M&S, John Lewis, Jacques Vert, N Brown, Bupa and even Apple all benefiting from this growth market, it's clear the opportunity is there but tapping in to this market place is no easy task. These consumers are astute and diverse with surprisingly different wants and needs. One size does not fit all.

As designers, marketers and brand leaders, knowledge is key. As part of our role and working process, this is where ethnographics, communities and interaction plays a massive role to help us understand different market sections.

Although a shift to a younger consumer was essential for the redesign of Clintons, the Grey Pound still represents a massive part of their customer base. By engaging with these customers to understand what was important to them, watching how they shop and identifying the growth categories we were able to create a space that was inclusive to all whilst ensuring the Grey Pound customers weren't alienated.

This approach to design has helped the new stores raise sales by up to 20.5% with some categories seeing increases of up to 35%.

This way of working has helped many of our clients connect with their customers on a personal level which in turn is helping to build their brand and helping them continue to grow, even in hard times. We are pleased this researched approach to design is proven and only helps back what we are doing as designers.

If you have a new challenge to understand your customers better, or even how to engage the Grey Pound consumer, then let's talk and see if we can help.

Olive Oil & Oregano

After several well-earned pints of ale in Tap East on Friday 14^th October to celebrate its official opening the TYC gang headed to the lower ground floor food court to sample some Mediterranean delights and check on progress four weeks after the Westfield opening.

Olive Oil and Oregano had had a busy month and were keen to pay thanks by feeding their hungry troops! The authentic fresh smell of charcoal grilled Mediterranean meat reminded me of a hot summer holiday in Greece, it was time to tuck in…

All the food is sourced directly from Greece and cooked over a large charcoal grill for a full flavoursome meal with authentic Mediterranean theatre. The honesty of the brand is reflected through the warm oak counter with large branded logos. Hanging herbs, garlic and olive trees show the brands fresh values, while black tiles contrast against the yellow branding to create a sophisticated design.

Olive Oil and Oregano aim to create a fresh approach to Mediterranean food in an attempt to change the British publics perception of Greek fast food. After a full mixed grill including tzatziki and grilled peppers, and getting stick from the guys for not being able to hide my Derbyshire accent when pronouncing the word gyro! (‘yeer-ros’ not ‘ji-roes!’) I felt like a changed man!

 

Jake Evans - Designer

Summer day out!

So after a busy and exciting few months at The Yard working on 6 brilliant units in Westfield Stratford City we rewarded ourselves with a, slightly late, summer day out!

After a full English on Northcote Road everyone suited up F1 style and took to the race track at Surbiton Raceway for a bit of healthy team competition. Not naming any names but at one point a certain racer (J.E) tried to run a fellow racer off the track (E.D)...luckily the driver in question managed to recover the situation with some excellent maneuvers. Various other incidents occurred with Tesh running head first into the wall of tyres, Caz spinning out several times, and Steve overtaking, at lot.

No need to mention who won, it's not about the winning it's about the taking part..

After heading back to the office in Clapham we toasted the race with a glass of Courvoisier (as you do), put on our glad rags and headed to town. Taking a stroll from Waterloo we stopped for a moment to take in David Chipperfields 'Two Lines' sculpture before popping to the The Trafalgar roof garden as the sun set across town.

This was followed by a bite to eat in Leon before heading to Barrio Central for happy hour and plenty more toasting. The 'DJ' was hit and miss but by that point we didn't seem to mind, one of the team even 'attempted' the moon walk much to the dismay of the surrounding party goers.

I'll leave it there before I say too much but all in all it was a great day, well deserved and now we're on the hunt for our next monster shopping centre! Milan... Sao Paulo...who knows?!

Anon
Designer

Quite possibly the best signage ever?

We stumbled upon this fascia sign the other day whilst planning a new 'What's New tour'. Click to play and watch what we think is quite possibly the best signage we've ever seen. It seems to be an LCD screen behind the fret-cut fascia panel and the electronics on the screen have been programmed to the exact size of the letters! Brilliant.

Posh Nosh

 The Great Eastern Market in Stratford has a great atmosphere with it's quirky mix of more independent style food outlets that all have their own unique style and food offer. The layout of the market encourages customers to weave in and out of the small units and browse away to their hearts content.

Always with a steady flow of customers is Noshers, a smoked salmon and champagne bar with a great traditional feel. A family business running for over 40 years, it's first store is based in Edgware but coming to Stratford it has taken on a whole new look... thanks to the team of course..!

 

Each of the projects we took on at Stratford developed a different style and this is no exception. It uses props like the Fisherman lights by TAF, minnow buckets and crayfish cages in a subtle way to promote the origin of the food. Overall it feels honest, fresh and welcoming.

It must say something about it the fact that on the opening day the big bosses of Westfield spent a good time perched on the Tractor stools celebrating by sampling the delicious fish..whilst we sipped on a well deserved glass of champers! Great day!

Emily De La Haye
Designer

Evening Standard review Rhythm Kitchen

 

Five lucky Londoners are enjoying five fantastic experiences at the new Westfield Stratford City in East London. Our creative couple Ruth and Liam, blog about their amazing day out...

Here is the section about Rhythm Kitchen....

'Moving upstairs to the Café Court we choose Rhythm Kitchen for dinner as there's a great vibe and something smells real good. There's a music area where we press a button and hear a Caribbean tune - and then press again and it's someone laughing. Weird but fun. The Jerk chicken is amazing - Delroy, a local guy who owns the place tells us he's spent seven months perfecting the sauce. It's definitely paid off.
There are a lot of family recipes in the dishes and it's nice to find personal touches that reflect his Caribbean and east London background. It's quite inspirational to hear Delroy's story. You always find you go back to restaurants that serve good food, but perhaps it's just as important for the restaurant to be a fun, welcoming and a happy space, which this is. Rhythm Kitchen has both the good vibes and great food.'

To read more click here

A Tap East toast!

Celebrating the opening of Westfield Stratford City 

We made the journey up to Westfield from Clapham Junction with great anticipation of seeing all our clients stores open for the first time. Upon entering the shopping centre we were greeted by hoards of people - much more than expected, it was so packed we could not move at one point! After weaving our way through the crowds we entered Tap East which is at the far end of the Great Eastern Market for a celebratory toast. 

This was the last of 6 projects we started for Westfield and was turned around in record time (aprox 3 weeks) for the opening. Although not completely finished, as the pumps, vessels and pipes are being fitted for the Microbrewery it was fantastic to sit and enjoy a pint of ale with the team. It was especially exciting to see the logo we’d just designed on the pint glasses! The Microbrewery will be complete in a few weeks time with an official launch and we’ll make sure we are there to test the brew... so we can blog about it of course! 

Carolyne Hill

Graphic Design Director

Our first ever magazine

 

Our new magazine Design Style has been circulating this September and we hope you have enjoyed it! With features on TYC projects and activity, comments on new and exciting design, it's a quick snap shot of what's going on. Look out for the next issue in December! If you would like to be added to the mailing list then just let us know my emailing info@theyardcreative.com

Is this the future of shops?!

A truly amazing approach by Tesco Homeplus in South Korea! Watch the video and be prepared to be amazed and ready to question what your store might look like in the future!

Wimbledon viewing at Selfridges

Nike Sportswear “Live for the Game” in the Ultralounge Selfridges

A few of us from the office were invited to join John McEnroe and George Lamb in conversation at the Ultralounge in Selfridges this week. Nike Sportswear (NSW) have created an alternative viewing space to watch Wimbledon. With a range of viewing screens which you can view from pretty much any angle and chill out within a very cool auditorium surrounded by NSW Summer 2011 performance inspired and casual clothing. 

What surprised me was that it was not the usual tennis inspired theme with its dark interior comprised of different wooden textures, silvery tennis balls and retro accessories - including taxidermy! John McEnroe has been with Nike since 1978 when he signed one of the first professional endorsement deals in Tennis. The space and its design seemed to link this long history with tennis and sports with attention to detail, modern graphic touches and quality and bespoke clothing design. You are able to purchase individually numbered polo shirts which you can personalise with embroidery and a choice of tennis inspired icons. 

With the rain in London at the moment it is a great alternative to queuing with umbrellas! The John McEnroe discussion was interesting, along with the canapes and wine it was a great night in London’s luxe department store!

Youtube + Shopping = Youtique

A quick snap shot from the retail trends presentation, have you seen the new retail channel that may well be coming your way quicker than you realise?

French Connection have set up their first ever Youtique which allows their customer an entirely new way to shop online. Louise Roe, Stylist, will talk you through how to use it but essentially you are on Youtube whereby you can see a store of sorts as though through a camera lens. You shop by occasion, explore what it looks like, even how to wear it and then essentially buy it through Youtube!

Give it a try and see what you think. Our thoughts.....a very interactive shopping experience that the likes of ASOS have skimmed the surface with their highly successful catwalk. Theatrically then, this should go to new depths and be a huge success!

Proxi Marketing

 The next trend in the 'Future of Retailing' presentation is something you'd expect to see in a Sci-fi movie - Proxi Marketing

We first saw it in the Minority Report. You know, that part in the movie where Tom Cruise walks through the shopping mall and the shops are calling out to him letting him know that that jacket he tried on last week is now in the sale. OK, so that worked in the sci-fi world based on retina scanning but in todays world this type of proximity communication is becoming a reality through the use of GPS enabled phones.

Many of you I'm sure have already dabbled with permission marketing whereby a customer gives you their permission to contact them every now and then to let you know what's going on instore through the power of text. The problem with this type of marketing is 9 times out of 10 the customer is no where near a store and forgets all about it the moment they close that message.

If only you knew when they were close by and you could then send them something that was specific to that store on that day?

This is where Proxi Marketing comes in. Once your customer has given their permission, your systems will have a very clever algorithm that identifies when your customer is close by through the use of their GPS phone. Once identified you can then send them a message such as "Hi Steve, we see you're round the corner from your local Clapham store. Why not pop in and use this unique discount code and get 10% off any purchase today!". I might be in a rush, I might not need any more music, but just maybe I'm looking for that new Take That album and just maybe I'll pop in and buy it there and then just because I have that discount code.

Of course proxi marketing is not just about giving discount codes. In a world where we are now informed customers, this provides a great stream to communicate endless information that engages todays customer, right here, right now, just outside your store.

O2 is currently trialing this on a London based scheme with brands such as Starbucks, Superdrug and L'Oreal. During the trial in the US, 65% of customers made a purchase as a result of the proxi message*.

Is your brand involved? If not, this could be a great opportunity for you to get onboard and drive sales through this new technology!



* Figures from GDR Global report 2011

High five!

Following our recent talk to a large food retailer around the 'Future of Retailing' we will be sharing some of those findings across the next few months with you all!

So let's get started!

VeinID payment
My bank sent me a new card last week and at last they have joined the contactless movement. Fantastic, but this technology will soon to be the Betamax of the payment world. Even though it makes paying quicker you still need to remember to pick your debt card up in the morning.

Enter VeinID technology.

The biggest trial of which has been carried out by a collaboration between Hitachi and Coca-Cola in Japan with the introduction of high street vending machines that use VeinID as a payment technique.

Let's back up a second. OK, so we all know there has been lots of discussions around fingerprint ID and the potential for using this as a unique payment method. Problem being is, with the use of a bit of silicon and your morning coffee cup I could replicate your fingerprints and empty your account before lunchtime.

However, the vein map in your hand is just as unique and impossible to replicate.

Hence VeinID vending machines. Watch the video and see for yourself!

This unique payment method means the ultimate in convenience no matter where you are regardless if you have your wallet or not.

One way technology will really make our lives that little bit easier in the future.

The human touch

Integrating technology in-store can be great fun and really interactive for customers but sometimes you just can't beat a personal touch.

Waterstones has collected real reviews from real people, staff and customers, and put them right there on the shelf to summarise the books in a friendly, simple way.

 

 

Books are so personal and with such a huge choice it's nice to have a little helping hand from someone you know has read the book. Just like receiving a hand written letter, there's something more powerful and honest about reading something you know someone has taken the time to hand write. With all this new technology flying about it's important not to loose sight of it!

Red Bull Mini Drome

On 15th January 2011 I checked out the Red Bull Mini Drome event at York Hall in Bethnal Green, East London. This was the world's smallest velodrome ramp and the first event of its kind to be held!

I grew up riding a bmx on wooden skate parks in Derby so it felt cool to be at this vibrant and unique ramp event surrounded by fixed gear riders from across the capital!

Male and female cyclists were invited to test their nerve and compete in day of gnarly high-speed action to be crowned king of the ring! Over 100 competitors applied which was crazy to see! A hip hop DJ provided beats for the night whilst a live MC kept the crowd entertained!

After several hours of pedal power, sore legs and bruised egos the event was won by Mongoose pro Chris Akrigg who set a new world track record over 10 laps, recording a time of 35.473 seconds!

Helmets off to Chris and hopefully this could be the start of many more Mini Drome events held across the UK. Check out the link below for pictures of a great days riding!

http://www.redbull.co.uk/cs/Satellite/en_UK/Gallery/red-bull-mini-drome-in-pictures/Red-Bull-Mini-Drome-comes-to-London--021242948380815?GImageId=1242948365551&imgcount=1#/image-1

Image care of Red Bull.

The latest innovation in street furniture

OK, I have just been wowed by the most unlikely of sources...a crossing light!

As a busier Londoner I have almost been run over many times trying to cross the road before the green man disappears! Not sensible, I know.

But this latest invention my help save my life more than once. In Balham high street they have installed new lights that help people know how long they have left before the red man appears with a large digital countdown.

This may not be anything new? You may have it in your high street already. But either way, I'm impressed.

Click the video and see for yourself.

Happy crossing :)

Top brands - what you said...

Welcome back to one and all! A happy new year to you and may we wish you all the best for 2011.

It seems that the overwhelming response to the last blog has show several clear winners who you all thought were the top brands for 2010. Here is what you all said:

Number 3: Red Bull

The brand that started off as just an energy drink back when Lucozade was sitting comfortably all on its own, has triumphed it the world of extreme, fast, action sports. And 2010 was the cherry on the ever-expanding cake, double champion F1 winners! As Roger Williams from Rail Gourmet put it 'beating the F1 giants at their own game' has been a huge success for the brand and rightfully given them a place in the top 3.

A great example of a brand thinking differently. Want the best selling drink in our market place - lets get involved in all the 'cool' sports and spend our budget there instead of TV ads. And not just get involved but radically change the face of that sport. By sponsoring Travis Rice's new snowboard movie That's it, That's all, they were able to change the way we view the sport forever by shooting in HD for the first time. Now every rider wants a bit of Red Bull and they are everywhere in the world of snowboarding.


Number 2: Waitrose

The supermarket everyone wants to shop at but for most it's simply too expensive and the lack of branded goods makes it inconvenient. But this has been part of the brand make-up for a long time and is part of what makes it different. However, along comes a recession, one of the worst ever. So what do Waitrose do now? People have much less to spend and competition is fierce. Of course their most loyal of customers are still in the stores but the brand needs more customers.

It's a very brave thing to change the DNA of a brand but sometimes it's the right thing to do. In come the independent brands and along comes their very own value range - 'essentials'. In our mind, the right step forward and clearly the right thing for the business. LFL sales are up 5.9% in a time when many others are finding it tough.

As if that wasn't enough, they even created a new format and entered the ring by opening high street stores. Something tells me we'll be seeing more of these in 2011.

A great example of looking ahead and facing the reality of a changing market and doing something about it before it happens. Well deserved second place!



Number 1: Comparethemarket.com

What an advertising campaign. Can you imagine being the board who had to sign off a meerkat copycat site to spearhead the business and take them forward to great and wonderful things?!!! Hats off then to those people who had the belief in VCCP to create such an amazing campaign. As Ian Hetherington from SSP puts it 'The way they have taken something as boring as insurance and made it fun is truly brilliant! Its incredible how many people talk about it in the pub'.

With pop up meerkat doing book signings and topping the Amazon book chart some would say it's 'Simples' others would simply say remarkable.

So congratulations to the meerkats for winning the 2010 Top Brand. But who will shine in 2011? Who will take that next leap of faith the show the world that you can do things differently?

Perhaps your brand...