The first experiential shop-in-shop of its kind in Tefal’s global portfolio, the brief for the Tefal kitchen was to showcase the Tefal range of products and their unique features and capabilities to build a stronger brand presence and increase sales. Located in flagship Myer Sydney, the shop in shop needed to work hard in a busy shopping environment to create a strong brand visibility, customer education and engagement.

X+O designed a retail space centred around demonstration zone to excite and engage. Designed to mimic a kitchen in a typical home, whilst keeping within the Tefal brand guidelines the demonstration kitchen showcases hero products and tells the full brand story of all categories in one space. Celebrity chefs create theatre and inspire customers by cooking meals in the fully functional kitchen - whilst hi-lighting unique product features.

The surrounding retail displays showcase product details and features and invite customers to trial product. Key products sit on the bench tops with grab and go under. This reduces clutter and makes for an easy to navigate shopping experience, especially when un-aided by staff in a shop-in-shop environment. Integrated signage explains product features next to each product. Styling and props such as herbs, wooden spoons and cook books enhance story telling by referencing the context of a 'home'.

Sight-lines were carefully considered with taller displays towards the back of the space and lower fixtures towards the front. Custom made 'risers' were designed to elevate products and create various tiers and heights to create interest and hi-light product. Lighting played a key role in the fixtures and demonstration zone and was incorporated into the fixtures to make key areas and all products stand out.