Display Stands for a Wallpaper Department
Interior showroom display fixtures or those of a wallpaper department should show the product the way it will look on a wall. For the wallpaper department of a DIY superstore we made an island display zone: a group of free-standing stands, each one styled as a single interior look.
A stand for each style
A stand is two or three upright walls on a frame of black steel section, taller than a person. A slanted sign with the name of the style is fixed on top: Loft, Classic, Minimalism. The shopper does not sift through item codes on a shelf but walks into the chosen style and sees a set of wallpapers that go together. This is zoning of the sales floor by meaning, not by supplier. The frame is open, so the floor stays easy to read and the signs can be seen from afar. We made themed zones for other goods in a homeware shop.
Samples in bays, stock in a basket
One wall of the stand is a frame split by slanted bars into bays. Each bay holds a panel with a wallpaper sample, and next to it stands a large solid panel with a single pattern: you see both the design itself and how the papers match each other. The other wall is made of slim uprights with red accents and does not block the view. At the entrance, on the platform, stands a basket made of the same section: rolls stand upright in it, and the shopper picks up the product right where they saw the sample.
Platform and frame
Each stand sits on a low platform in a light wood decor with a black metal edge: it sets the stand apart on the grey floor and shows the wallpaper next to a 'floor'. All the shopfitting in this zone is built from one section to one scheme, so the stand is a repeatable unit: styles and samples change while the frame stays. The same idea of a tubular frame is in a slanted stand for garden machines. A separate stand for every piece is in the showroom of electric fireplaces and tiles.
How presenting goods in ready-made scenes helps a shopper choose is covered in our article on retail zone scenography. Stands like these suit wallpaper, tile and flooring departments and showrooms of finishing materials. More on the custom shop fittings page.
