World renowned pen maker Cross-Sheaffer commissioned David Adcock Consulting to design a new store concept aligned to their new brand identity. Located in Swindon, UK, the design brings into play a functional store, softened using lifestyle graphics and digital signage. The client wanted to emphasise the ‘creative writing’ aspect of their brand, which is delivered through their advertising and in-store communications. As part of the retail design a large table and chairs were included so that customers can get a hands-on experience of using the pens before purchasing.

Much of the products are presented as self-service items with more premium pens and gifts displayed under glass. Materials were selected to remain functional and to provide a neutral background to the product whilst clearly linking to the strong brand colours of Black and Yellow.

Designed by David Adcock and Sean Revell
Photography by Gordon Singer