After nearly 5 years of operation and clear market leadership the time was appropriate to take B2S to the next level with the launch of their flagship location at the newly redeveloped Central World Plaza.  The new flagship location covers 4,400 m2 over three levels and occupies an end of mall anchor location. 
 
The brand repositioning exercise represented a significant step forward toward being the destination of choice for the younger customer in terms of planning, design, communication and merchandise assortment. 
 
In terms of design, simple sophistication was adapted as the core concept to create a less trendy more timeless environment.  The merchandise is to remain the key focus and the color and material palette of the simple sophistication helped create a natural environment that will age well with a well worn patina.
 
An intentional departure from the traditional race-track circulation of the original B2S, the flagship planning remains clear however less structured with merchandise categories that promote lingering and destination for the young customer profile.
 
The 3 key merchandise categories of Books, Stationery remain core, however in the this location dominance and exclusive to the market assortments will be added to match or beat identified competitors within the catchment.
 
rkd retail/iQ created the strategic brief, concept development and will implement the new prototype across numerous locations.