Monday, 24 September 2012


Filofax, the iconic personal organiser brand, has completed the re-style of its London flagship store in Conduit Street with the help of Newmarket-based retail display specialist, arken P-O-P International.
The retail space has been refreshed to deliver a luxury multi-brand store experience, which now includes luxury pen brands Faber-Castell and Graf von Faber-Castell alongside the Letts Filofax Group multi-brand portfolio.

Rather than undertake a costly full store redesign, arken P-O-P International has worked closely with Filofax to instead give the store a considered re-style. New swinging exterior ‘Filofax Pen and Paper’ signage has been created to communicate the multiple brand focus of the store moving forward. The new store also features changes to lighting and graphic navigation, as well as product re-location and the introduction of branded displays. The use of innovative window graphics have also been deployed to communicate the brands available in-store including Filofax, Letts, Faber-Castell, Graf von Faber-Castell, Yard-O–Led, Flex by Filofax and Noteletts – a move that will allow each brand to have its own presence in-store, whilst individually remaining ‘on brand’.

"We were delighted to draw on arken’s in-store experience to create an enjoyable shopping journey through the store that also communicates our brands’ stories in such a compelling way. The re-style successfully reflects both the positioning and breadth of our brands in a dynamic and modern way that we are sure will appeal and engage London’s shoppers," a spokesperson for the Letts Filofax Group said.

The collections are now displayed in six defined sections (see above), with graphic navigation above to allow shoppers to clearly identify products. This together with new illuminated signage gives the area a contemporary feel, whilst the re-located Flex by Filofax range – displayed in its own distinctive, illuminated cabinet – provides an added dimension. Letts diaries, address books and calendars are displayed in a new triple bay area, with angled product holders, and cupboard storage beneath.

For the Yard-O-Led pen brand, arken P-O-P International have created a new slick illuminated display tower. The display features a black MDF base with convenient lockable storage, and a black header with illuminated branding. Glass panels and a lockable glass door provide security for these high end products, whilst allowing shoppers to clearly see all the products available. The products on the shelves are illuminated via LED down lighters fixed under the shelves.

The new remodelled flagship store was officially opened on the 5th September 2012.