Bugaboo: BUGABOO DISPLAY

Credits & Description:

Category: Point of Sale

Advertiser: BUGABOO INTERNATIONAL

Product/Service: BUGABOO PUSHCHAIRS

Agency: DAY CREATIVE BUSINESS PARTNERS

Date of First Appearance: Aug 1 2010

Entrant Company: DAY CREATIVE BUSINESS PARTNERS, Amsterdam, THE NETHERLANDS

Managing Partner: Louk de Sévaux (Day Creative Business Partners)

Interior Designer/Project Leader: Tsjong Won Bruinsma (Day Creative Business Partners)

Intern Designer: Simon Vanquaethem (Day Creative Business Partners)

Media placement: Display For Bugaboo Baby Trolley And Equipment - Retail Shops In Europe - 01-08-2010



Describe the brief from the client

Bugaboo is the leading stroller manufacturer. The products are sold through a network of dealers throughout the world. Bugaboo offers a range of three different strollers as well as an extensive line up of accessories.

In order to improve the retail presence of Bugaboo a custom retail display was required.



Describe the challenges and key objectives

The challenge was to work within standard sizes (1400 mm x 1000 mm x 800 mm). The display had to include an interactive screen.

Bugaboo wanted to create a global display, which meant different requirements had to be met.



Key objectives were:

- to present the products in an environment that matches with the quality of the products

- to facilitate the sales process

- to improve visual merchandising

- to increase sales of the accessories.



Describe how you arrived at the final design

The concept plays with the idea of a family relationship between strollers and accessories.

In order to provide maximum flexibility the display is built from modular components and can be extended to complete retail interiors. The components include a drawer for onsite storage, a screen, a book holder, campaign carriers and special ‘branches’ designed to match the different accessories.



The display offers Bugaboo a distinctive and powerful retail tool, combining endless merchandising options with state of the art interactive content.



Give some indication of how successful the outcome was in the market

A prototype of the display was presented to the global sales team and met with great enthusiasm. Within six months 400 units were rolled out throughout the world.