The combined marketing and design approach centred on emotional engagement at the point of purchase. In a visually crowded Christmas retail environment, the unit needed to function as both a commercial tool and a festive moment that encouraged customers to stop, explore, and buy.

The house inspired structure was intentionally chosen to tap into seasonal nostalgia and warmth, reframing edding products as not only practical stationery items but also thoughtful, giftable additions during the festive period. This narrative was reinforced through physical detailing: bows, baubles, snow accents, and window cut-outs. These elements were designed as part of the structure rather than surface decoration, giving the unit depth and presence in-store.

From a commercial perspective, product visibility and ease of navigation were prioritised throughout. The vertical format maximised floor efficiency while increasing long-range visibility, and the tiered shelving encouraged browsing without overwhelming the shopper. Colour was used strategically, combining edding’s brand red with deeper seasonal tones and subtle glitter finishes to maintain a premium feel while clearly signalling “Christmas”.

I worked closely with the manufacturer to adapt the concept for real-world production, balancing creative ambition with practical constraints such as materials, print capabilities, durability, and in-store assembly. This collaborative process ensured the final FSDU stayed true to the original vision while meeting Dunelm’s retail standards and operational requirements 🎉