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The fashionable option

The fashionable option


The I-Sign Flex display system from Applelec was chosen by Contour Direct as part of a major refurbishment of 10 boutique stores for high street bathroom retailer Bathstore.

A total of 1,300 frames were initially used in a roll-out during July and August at seven branches of the retailer. They were so well received, a further 300 frames have since been ordered for the company’s flagship store in London’s Baker Street, as well as branches in Chelsea and Harrogate, all of which feature the new refurbished store theme.

Prior to the redesign of the 10 boutique stores, a simple folded acrylic frame had been used to display promotional graphics and these are still used throughout the other 162 branches. However, Contour Direct was keen to identify a more stylish framing system for the redesigned branches that could accommodate the same printed graphics used in the acrylic display frames.

A number of snap frames were considered but were found to conceal too much of the graphics’ edges that are printed in standardised dimensions across the 172 branches. This issue was immediately resolved, since the I-Sign Flex system is virtually frameless and isthus provides a cleaner and smarter alternative design to most of the other snap frames available.

I-Sign Flex frames chosen by Bathstore included A4 and A5 narrow-profiled (210 x 90mm) portrait and landscape formats. Each frame opens via a patented spring mechanism that is cleverly concealed, to enable graphics to be easily updated. The frames are constructed in silver anodised aluminium and feature an anti-reflective acrylic cover and tamper-proof lock to deliver a uniform display system.

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