Chadwicks Bray

Sustainability focused revamp of Chadwicks Bray

Sustainability/ store design / research and insights / customer journey mapping / brand communications/ brand experience

The reinvigoration of Chadwicks Bray branch to a sustainability focused landmark destination reinforces Chadwicks positioning as Ireland’s leading supplier of builders’ material to both trade and DIY customers, and a leading player within the Grafton Group plc stable.

As design partners to Chadwicks we were tasked with enhancing the branch aesthetic and evolving the in-branch customer experience. Our overarching design intent involved distilling two distinct customer profiles – Trade Customer and ‘DIYer’ to map a well-defined cohesive customer journey with an easy-to-navigate communication hierarchy, appealing to both.

We seamlessly integrated multiple concepts - a new state-of-the-art showroom, fixing centre, and paint centre by creating clearly identifiable zones. Balancing the zones with a sense of openness for better visibility and improved accessibility. The material palette was simplified working with products stocked by Chadwicks and associated with the building world. To resolve customer pain points, we innovatively developed a Design Studio destination plus a ‘Test and Trial’ solution to test how lighting affects floor colour, improving purchase experience.

The new Fixing Centre concept provides customers with a host of fixing materials in an easy-to-navigate, easy to shop format. Our “store within a store” has been carefully considered to fit into the footprint without compromising its impact and function.

Sustainability at the forefront

As members of the Irish Green Building Council, Chadwicks Group ambition for Bray saw several sustainability measures incorporated into the fit-out. Significant updates were made to the building’s fabric, along with the installation of  Solar PV panels, a new energy efficient heating system and plastic free signage. We developed an ECO Centre sub-brand to hero a key touchpoint in the branch that provides guidance on and displays the latest eco-friendly building products and services.

Employing circular thinking, pre-used materials were reclaimed from the renovation works and innovatively used to create dedicated ‘Bug Hotels’ in the car park area and in green spaces locally, supporting biodiversity.

The branch has been entirely refurbished in line with Irish Wheelchair Association guidelines, designed with widened aisles, turning circles and low-level product availability. The outcome is an accessible, inviting modern format that showcases best-in-class products and materials to help the trade get the job done.

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