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Retail Gazette Loves: Iceland’s new look

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This week saw the opening of Iceland’s brand new Clapham Common store, refitted and modernised to give the frozen food specialist a new look.

Retail Strategy firm Whippet won the bid to overhaul the store in July, and have given the brand a new image.

Digital screens can now be found on the outside of the store for the first time, conveying rolling promotions throughout the day.

A newly-defined colour palette sees the store draped in brighter, more modern designs.

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The centre piece of the store is of course the freezers which house the supermarket chain's frozen food range.

New ranges of self-service Lavazza coffee, craft beer, food-to-go and chilled champagne have also been rolled out across the store.

“Whippet’s work gives a new lease of life to the Iceland store experience, and will certainly help reappraisal of the brand and bring in new customers," Iceland stated.

“We’re thrilled to see the great team effort come to fruition today and to hear the positive customer feedback.”

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Published on Friday 14 October by Ben Stevens

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