Assay Studios, 141 Newhall Street, Birmingham B3 1SF
After over a decade working in the design industry, Richard Ash founded Green Room in 2001. Since then the consultancy has grown both in size and standing in the design community: from a one-man band to employing over eighty people at their studios in Birmingham, London and Amsterdam.
While they’ve worked across a range of sectors, they’re carving a niche for themselves working in the automotive and sports & lifestyle sectors, working with brands including Asics, The North Face, Timberland, Oakley, Nike, SEAT, Mercedes-Benz and Citroën amongst others.
Many may see the 2014 launch of their concept for Pro Direct as a pivotal point in the consultancy’s history. As well as buying product in-store, the multi-channel concept allows customers to research and browse their online offer via touch-screen podiums, with life-size digital mannequins modelling product in front of them. The store is totally connected, displaying live content about products, football scores and social media, which can be changed to promote a single brand or collection, or simply to change the store’s ambience, be it a Friday night or Monday morning. From the street and inside, it provides customers with a high level of attraction and desire to explore, and whether customers choose to shop the brand in-store or on-line, the store definitely does its job in raising brand awareness.
Their work for the Asics’ MetaRun footwear collection appeals to the playful and the inner geek in us all, providing the serious runner with detailed technical information through a robotic window display which attracts the attention of the curious passer-by, whilst confirming the scientific testing of their products to the serious runner. The digital content provided for the brand’s Brussels store displays real-time social media post as well as data-powered animated maps from the city’s local running community, facilitating more dwell time and a deeper connection with their customers. The consultancy has also worked on a number of brand campaigns ASICS including MetaRun running shoe and more recently and also the Japanese inspired Jyuni clothing collection.
As customers start their search for a new car online, rejecting multiple visits to dealerships, their compelling stores for SEAT at Lakeside and Westfield, London, take the brand to the customer. The concept establishes a completely new way for customers to engage with the brand and buy their cars, which focuses on changing perception rather than sales. Combining showrooming with technology the concept focuses on SEAT’s Barcelona heritage, to create a warm and welcoming space where visitors can engage with the marque. With multiple touchpoints around the shopping centre, it’s a clever concept that gives customers control over how they wish to engage with the purchase process.
Also choosing the shopping centre environment to break down the barriers for customers used to traditional showrooms, is their touring pop-up concept for Mercedes-Benz. Using a combination of displays and interactive screens to educate, and an F1 simulator, which definitely entertained, the concept helps the brand engage with a much wider audience of potential customers.
With customer experience at the heart of everything that they do, Green Room combine the best of both analogue and digital, to produce retail concepts that create real and emotive connections between brands and their consumers.
Speak to Green Room’s Catherine Lucas who will be able to tell you more!