Mitre 10 identified they were in need of a new and improved paint and decorating retail solution with the aim to create a destination in store that facilitates the customer journey from exploration to purchase with a strong focus on the ‘Colour Story’.
This was achieved by creating an environment with clearly defined zones, the inspirational zone, operational zone, attachment zone and promotional zone which all work cohesively to partner with customers along the entire colour journey.
GDM partnered with Mitre 10 to deliver the project by supplying and installing the fixtures and colour features. The Inspirational zone encourages customers to spend time planning, designing and creating their own paint and decorating projects. The Promotional Zone attracts customers with an eye-catching colour feature above the department. The new merchandising solutions in the Attachment Zone give a brighter, cleaner and more organised feel resulting in the customers getting the right product, in the right place, at the right time. The Operational Zone (where the paint is mixed and tinted) was designed to improve efficiency and create a professional space for Mitre 10 employees to work from.
Following on from the successful pilot store, the Colour Centre Project is being rolled out nationally.
The chosen Resene colour scheme was inspired by the paint swatch. This is because a paint colour swatch, wheel, or chart, is synonymous with choosing colour. The large suspended overhead and counter top features were designed to mimic the colour swatches and charts that customers associate with choosing paint. The colours were chosen to represent the spectrum of Resene colours.
The overhead feature traverses the rainbow with Resene Smitten, Resene Pursuit, Resene Knock Out, Resene Rock N Roll, Resene Ringo, Resene Ayers Rock, Resene Adrenalin, Resene Good Morning, Resene Supernova, Resene Holiday, Resene Tree Frog, Resene Left Field, Resene Saratoga, Resene Sherpa Blue, Resene Surfie Green, Resene Spray, Resene Malibu, Resene Bowie, Resene Point Break, Resene Submerge, Resene Blue Moon, Resene Surfs Up, Resene Fascinator, Resene Covert, Resene Centre Stage and Resene Loulou.
Mitre 10 and GDM delivered an improved customer experience in store with inspirational imagery and design, giving the customer the space to create and choose colour. The overhead colour feature required innovative design and engineering solutions in order to have it installed successfully. Good design matters.
Building contractor: GDM Group
Client: Mitre 10 MEGA Whanganui
Painting contractor: GDM Group
Photographer: Fernando Castellanos
Other key contributor: Mitre 10 Head Office. Representatives – Shelley Stewart. Store Innovation & Implementation Manager
Other key contributor – engineers: BPL Group Wanganui
The Resene Total Colour Awards celebrate and encourage creative use of colour. For colour and decorating inspiration, browse through the hundreds of projects submitted: | View gallery |
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