Ignite Retail on BBC

Ignite Retail, is one of Uk's leading retail design agency, has designed retail environments for many top brands in the UK.

Paula Dowie, owner of Ignite Retail featured in BBC to share views on improving shoppers experience.

Brands are constantly fighting to get your attention and keep it. One new approach is "retail theatre".
It's about surprising the shopper and giving them an experience, says Paula Dowie, managing partner at retail design agency Ignite Design.

"Good retail design is about disrupting the consumer's thinking, getting them to notice you and making them linger for longer," she says.

In the crowded perfume market that's hard. People usually stop, spray and move on in a matter of seconds. Now luxury brands like Gucci are using the eye-tracking technology to keep their attention.
Digital screens behind display stands are activated when a perfume bottle is picked up, flashing images to seduce you. Eye-tracking systems are fixed into screens to gather data so the images can be personalised. And it's all done a matter of seconds.
"Certain software programs can gather huge amounts of data on you almost instantly," says Dowie. 
"Age, gender, what you're looking at - that sort of thing. If you're a young women or a middle-aged man, images are then flashed up that will appeal to you."
As the technology becomes more widely available it will filter down to High Street shops, she adds. 


Paul & Jo goes into Harrods

Paul & Jo goes into Harrods

Going into the Harrods Apothecary Hall, Japanese niche brand Paul & Joe asked us for design help to enhance their premium cosmetics.

With so many current skus and new skus frequently being introduced, the challenge was to create and design a unit not only for a small space, but to be fitted on top of a standard Harrods unit.

So we designed category areas with stages to hero products.  The result: Customers love to stop & test the lovely products and the Paul & Joe beauty consultants find it easy to use to help customers – a win, win!


Ignite Design are highly creative & resourceful designers.  Given the no of skus Paul & Joe consistently have to merchandise, and the comparative size of our site at Harrods, Ignite did a great job of designing our unit to present our cosmetics in an accessible way for customers to browse & test.  They design from the customer viewpoint, so create maximum impact for our brand.  We are delighted with their strategic creativity and positive on time, on budget response.

Annie Bruce, Paul & Joe.


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Many brands are now considering technology as part of their in-store customer experience.

However, we think it is important for the technology to be an holistic PART of the display not just be a screen on a wall.

Creating captivating brand movies to attract customers and integrating technology to reward them, we enhanced the customers’ brand experience of the Gucci fragrances.


It’s been a pleasure working with you - I just love the chase of the consumer insight, and working to bring about a genuine breakthrough has been a super journey.   



Wanting an exclusive and experiential environment, the UK’s leading Lash experts, Lash Perfect,  asked us to design their new flagship lash & brow bar in the heart of Soho.

The Lash Bar has been carefully designed to create the ultimate industry renowned experience.  A gorgeous environment, the flagship spans nearly 900sq ft, over three floors and boasts four luxe treatment areas, decadently designed for the privacy and comfort of clients.

Sitting prominently amongst the eclectic boutiques and coffee houses within the back streets of Carnaby, the Lash Perfect Lash Bar’s dreamy blue and white exterior attracts tourists, locals and VIPS. Inside, a boudoir of rich aqua marines, soft lighting and luxurious velvety textures creates the exclusive haven.