A range of elements were used to give the feel of quaintness and simplicity. Paper textures, crafts and block colours were key. Christmas designs – including reindeers, houses, villages and trees – were implemented using a range of POS displays. A number of 3D stand out decorations were also created to bring extra theatre to key Christmas shopping areas.

The Front Of Store Display Unit and Front Of Store housed the Christmas lines. These received the highest level of 3D decoration. A key element was the 3D houses, with a Christmas scene to the interior and textured tree backboard. These were designed to sit on top of the FOS unit, which had two different formats and a bespoke solution was created for each.

A selection of die-cut headers were created for the FOSDU. Several freestanding elements were also designed to sit on the welcome desk, to greet customers as they arrive, which included 3D reindeers, houses and trees. A 3D sleigh hanger also welcomed customers entering the store and in key areas. This featured reindeer motifs with paper textures and wished customers: “Merry Christmas from Waitrose”.

The customer journey was continued throughout the store using stitch bunting through the aisles. Christmas product packaging design was also reflected around the store, with decals on the checkouts and chillers, welcome desk trim and tablecloth on the turkey collection and gingerbread workshop table (in keeping with that year’s TV advert).