AM System has recently been working with Nikon to design and manufacture the ‘Nikon Playtable’ in the recently launched Curry’s Junction 9.  As the UK's biggest technology retailer DSGi - the owner of Curry’s and PC World - has revamped its’ Wednesbury store with an update of its "renewal and transformation plan".

The "consumer-focused" revamp involves the retraining of store staff with more choice of products and shop redesigns. The store is the first of the new Curry’s Meagstore format, and as a part of this the Imaging Area has been transformed to provide a hands-on retail experience, new to Curry’s, for their customers.  Within the Imaging Area a number of brands were provided with a ‘Hands-on’ area and the leading photographic brand, Nikon, invited AM System to design and develop their area.

AM System developed the exciting and striking concept for the ‘Playtable’ displays to enable Nikon to demonstrate their key models in the Digital SLR and Digital Compact ranges to the customer by inviting them to pick up the products and interact with them. 

To make the shopping experience as simple and enjoyable as possible, the two product categories were separated to display the Digital SLR Cameras on one side of the table and the Digital Compact Cameras on the reverse.  Each of the models is backed up with an A5 attribute Card to enable the customer to make an informed decision about the camera that is right for them and should the customer have any queries there are fully trained staff on hand to give them expert product advice. 

To ensure that Curry’s customers did not miss the Nikon branding in this enormous multi-brand environment, the table is framed by an illuminated yellow brand carrier to highlight the Nikon brand and featured below this are individual, inter-changeable, lifestyle graphics to reflect the style, use and vivacity of the product that is displayed on the table.  To provide Nikon with a strong brand presence in store, AM System used vinyl logos and lighting within the glass display cabinets below the table-top to further endorse the brand’s strengths.       

The Design team has created a unique concept to promote a strong Nikon product range which will stand out from the rest within this superstore.

AM System is looking forward to working with Nikon and Curry’s on many more stores using this new concept in the near future.

AM System has been working alongside Nikon since 2006 and has created a number of solutions for the different styles of retail presence for Nikon’s retail customers. The images provide a consistent, credible display standard for a variety of stores enabling Nikon’s target customers to browse through the extensive product ranges on offer simply and logically.

The displays provide an attractive and stimulating environment in which merchandise is understood before it is purchased. AM System provides an environment whereby the customer wants to spend, but most importantly finds it easy to do so.

Working with a range of display solutions from signage and graphics, through simple cabinet displays up to full shop in shop environments, Nikon are able to supply their retailer’s needs to be able to offer their customers as much, or as little, hands-on experience as the partnership of Nikon and the retailer think suitable. Merchandise security requirements are always at the fore of AM System’s design proposals and this sort of understanding only strengthens the partnership between Nikon and AM System.

Our Design team is able to de-clutter and modernise a store to accommodate for future merchandise and create a stage for the sales staff to perform. This is all done through their experience of up to the minute Design software which translates ideas into reality to promote photographic products within store.

 AM System have also set up a merchandising support team for Nikon so that all of the displays look at their best at all times.

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