Concept Living Ltd, a franchisee of BoConcept, found itself in an exciting position upon receiving approval for its new BoConcept store in the esteemed Westfield shopping centre.

This achievement, however, came with its unique set of challenges, as the store was among the pioneering few to open in Westfield's newly inaugurated £600 million extension.

Recognising the significance of this milestone, Concept Living got in touch with us with the task of orchestrating a grand opening event that would make a lasting impression on launch day.

The objective was crystal clear: to generate a palpable buzz within and around the store premises, solidifying a burgeoning customer base and driving sales.

Given that many of Westfield’s visitors might not be familiar with the BoConcept brand, it was imperative to ensure that the brand was prominently etched in the minds of potential customers.

It became evident that securing a diverse array of marketing channels across the site was crucial.

This involved not only harnessing additional visual merchandise windows and various sizes of digital signage but also strategically securing breakaway areas to showcase the client’s furniture beyond the confines of the store.

In addition to securing these vital marketing channels, our team dedicated significant efforts to crafting window point-of-sale displays, constructing distinctive breakaway partitions, devising engaging competitions designed to capture customer details, and creating captivating digital screen artwork for the grand opening event.

Furthermore, a meticulously curated direct mailing campaign was implemented, comprising a compelling brochure, personalised letter, and exclusive voucher.

The culmination of these strategic endeavours resulted in a remarkable turnout, drawing a significant footfall to the store.

"the highest weekend sales figures"

As a testament to the success of the grand opening event, it boasted the highest weekend sales figures for any newly opened BoConcept store in the entire United Kingdom.

The journey towards this triumph was marked by meticulous planning and execution, beginning with thorough research and analysis of the target audience and market trends.

Leveraging this insight, we devised a comprehensive marketing strategy tailored to maximise brand exposure and engagement.

One of the key challenges we encountered was creating a distinctive brand identity within a bustling shopping centre environment, where competition for attention is fierce.

To address this, we focused on creating visually striking displays and installations that not only showcased the sophistication and elegance of BoConcept furniture but also enticed passers-by to explore further.

Additionally, we recognised the importance of integrating digital marketing tactics to reach and engage with a broader audience.

This included leveraging social media platforms to create buzz and anticipation leading up to the grand opening event, as well as implementing targeted online advertising campaigns to drive foot traffic to the store.

Collaboration is key to success

Collaboration was also key to our success, as we worked closely with the Concept Living team to ensure alignment and cohesion across all marketing efforts. This involved regular communication and feedback sessions to refine strategies and optimise performance.

Looking ahead, the success of the grand opening event serves as a solid foundation for Concept Living's continued growth and expansion.

By continuing to innovate and adapt to evolving consumer preferences and market dynamics, we are confident that the BoConcept brand will continue to thrive and resonate with customers in the Westfield shopping centre and beyond.

In conclusion, the grand opening event for Concept Living's new BoConcept store, was not just a celebration of a milestone achievement but also a testament to the power of strategic marketing and collaboration.

By leveraging a diverse range of marketing channels and employing innovative tactics, we were able to create a memorable experience that resonated with customers and set the stage for future success.