Birmingham, United Kingdom (09 June, 2011) – Green Room Retail, leading expert providers of retail solutions including retail design, point-of-purchase, shop-in-shop and flagship store design, receive rave reviews for their recent retail design overhaul of the Royal Shakespeare Company theatre’s shop.
The RSC Shop is part of the newly refurbished Royal Shakespeare Company’s theatre in Stratford-upon-Avon, and serves as the public centrepiece of the £112.8 million redevelopment that links the Royal Shakespeare and Swan Theatres. It is a valuable revenue stream for the charity, selling a wide variety of souvenirs, books, CDs, DVDs and artwork to the RSC’s 500,000 annual visitors.
Green Room were successful in winning the pitch to develop the multi-purpose space using their retail design expertise. Green Room’s task was to turn the space into one that sells, whilst keeping it in line with the new theatre’s aesthetics.
Kevin Wright, RSC’s commercial manager, insists that the new store is delivering on every level, commenting: “We have seen a big upturn in sales in the new RSC shop with weekly turnover up by over 100% on the previous RSC shop in the Courtyard Theatre. Our audience research shows that 76% of theatre visitors are visiting the shop and of those nearly 50% are making a purchase. This is true testament to the arresting and hardworking retail space designed and delivered by Green Room.
“The new space has also enabled us to stock a wider range of lines, increase sales of our core products and reduce queuing times. I am delighted with how the shop is performing and adding to the overall RSC experience.”
Richard Ash, founder and CEO of Green Room Retail, comments: “It’s always a proud moment to see one of our creative concepts become reality, but the real satisfaction comes from the knowledge that our work is delivering on a commercial level and exceeding all initial expectations. This was a challenging brief with several conflicts and compromises to consider. Our task was to create a store that is sympathetic to the fabulous architecture whilst making it clear to visitors that this is a retail space, while also accommodating overflow stock and handling large numbers of theatre-goers en mass.
“Our design – which was in many respects influenced by our work at the London Eye – incorporates a striking back wall visible from street level, multi-functional gondolas and a cash desk in keeping with the existing materials palate, whilst allowing for maximum flexibility as show times peak and quieten.
“I’m obviously thrilled the store is performing brilliantly in its own right, as well as the productions for which the RSC is famed.”
To find out more about GRR’s exceptional retail design solutions, visit http://www.greenroomretail.co.uk/ or telephone 0121 200 2828.
About Green Room Retail:
Opening its doors back in 2001, Green Room Retail (GRR) was born out of MD Richard Ash’s love of retail. Having spent 15 years working with some of the most successful brands in the world, Richard’s vision was simple – to offer clients exceptional creativity and service at a fair price. The company continues to go from strength to strength, with leading brands from around the world trusting Green Room Retail to deliver them unexpected retail solutions. GRR recently extended their Birmingham offices and also, a short while ago, collaborated on BBC 2’s leading retail design programme ‘Mary Queen of Shops’ with Mary Portas.
Green Room Retail
Tel: 0121 200 2828