Audio-Technica is a global brand dedicated to the design, manufacture, marketing and distribution of problem-solving audio equipment including high-performance microphones, headphones, wireless systems, mixers and electronic products for home, travel and professional use.
To increase brand awareness and capitalise on the recent increased interest in consumer use DJ turntables, they required a retail solution to display their state of the art music turntables using the existing gondola bays within JB Hi-Fi.
The client brief was to create a unique interactive brand awareness in its own allocated bay space across 148 JB Hi-Fi stores, nationally.
Our end goals were to disrupt shopper behaviour, engage the consumer, educate and provide a platform to encourage product trial and demonstration.
We wanted to maximise the use of all of the allocated rack space to Audio Technica within 148 JB Hi-Fi retail stores creating elevated brand awareness.
The main challenges included designing a display where the space within the bay configurations is quite dark and making sure the display was adaptable to different sized turntables.
We wanted to achieve a balance of creativity, interactivity and brand protection to captivate in ways that engage tech-forward audiences and music enthusiasts.
Designed and manufactured in-house, this was a collaborative effort by the skilled members of our team – industrial designers, CAD operators, project managers, installers and our compliance team.
Handling every element of the project in-house meant we could collaborate and adapt quickly and easily as the project needs changed.
This display was manufactured to suit a 1200mm generic JB Hi-Fi Gondola system
Horizontal Support rails – 4 x 1.5mm Black powder coated steel, laser cut and folded to hook into the Gondola pitch holes – white 6500k LED ribbon applied to the bottom return to give the rail a halo look projecting the light back onto the white PVC back board.
The power was discreetly push back behind the white panel and dropped to floor to pick up the 12 Volt driver.
8 Individual shelf platters were created from 1.5 mm black powder coated steel. A return was folded to hook these platters onto the horizontal rails.
Each platter custom made to suit Audio Technica different model turntables.
A single sided slimline lightbox was created for the top of the display. A removable acrylic face which was adhered to the lightbox with magnetic strips makes changing the lightbox graphic over easy.
The kicker was fabricated from 5mm Palboard, a new material which we digitally printed to using our Flatbed UV and folded into shape. A laminate was used to give it extra protection.
We designed an innovative POS that would elevate the brand grouping all 6 of its products into one 1200 wide bay to share the brand’s history and story with shoppers.
Designing a fixture ‘add-on’ that was ‘one-solution-fits-all’ for the existing gondola was challenging and satisfying once solved. As always, future adaptability was key. We needed to ensure the display had flexibility to allow each of the 8 hero pieces to be interchangeable individually for future branding updates.
We introduced an LED backlit panel to light up the bay space as a call to action.
In our commitment to keep costs down for our client, we prioritised designing/manufacturing components that were lightweight – thus ensuring the install could be completed by only one person.
In-house design/manufacture allowed us to deliver this project to short lead times.
The existing fixture was dismantled, removed and recycled with environmental considerations at the forefront.
Feedback from the client and staff within JB Hi-Fi stores confirm the display has achieved brand stability and elevation within the chain. A significant surge in sales was experienced as a direct result of the new brand awareness and grouping products together.
The innovations considered in the design: lightweight, cost-effective, modern, environmentally safe has ensured that the Australian designed and built fixture has now been expanded into a global concept in USA and Europe, a pretty impressive compliment.
It’s a great honour to know an Australian company is responsible for contributing to the global success of an international brand.