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Urban launch

Well considered displays benefit both brand and customer, having product lines showcased maximises the chances of sales uplift for the brand and maximises the choices available to the customer.


In most retail environments there are display challenges, with Nursery brands their display challenge is most noticeable in their independent retailers, the space available is limited, the products are large and with a brand as big as Chicco with its many product lines, creating a clear and concise display adds to the challenge.


Nursery products have the added complexity of custom specification, in the case of the Chicco Urban stroller the display considerations also need to cater for travel accessories as well as colour packs which enable customers to personalise their stroller.


Before putting pencil to paper we visited a number of independent retailers, all over the UK, to get a feel for the diversity of the stores and to compare competitor displays. Our findings were conclusive, limited space and visually busy environments meant a clean and slick display was in order and faced with the challenge of many product lines the ideal situation was a multi-purpose display, not product specific, with the flexibility to display different products - high chairs through to prams, cots through to cribs.


With our in store experience we developed a stand that was easy to ship, easy to install, and manufactured from durable, recyclable and good looking materials. To overcome the challenge of a multi-purpose display, a channel system was developed to accept different graphic panels, so to refresh a display from a pram to a highchair, the brand need only ship 2 new graphics to each shop. A removable slotted panel was included with each display to cater for hanging products along with two mini plinths for displaying accessories.


The finished display units were ready for the UK launch of the Urban stroller and each display was delivered and installed by a Triangle fitter, from Dundee to Dagenham the displays were installed within one week, the Scottish stores bearing different branding to the English stores in their first incarnation, proving the flexibility of the display from it’s very first day.


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