Retail Lab by Sheridan&Co is a unique, versatile brand platform providing host to pop up Shops, fashion shows, product launches, press & experiential events. The space is fully adaptable allowing the client to use the space on a dry hire basis or the option to utilise Sheridan&Co’s creative expertise to totally transform the venue quickly. Located just off Marylebone High Street, Insight makes for a stunning event setting or a unique and interesting way to create brand theatre to really engage with consumers. Retail Lab has a huge range of resources available to offer its clients that other spaces are unable to do. This includes designing and building personalised furniture, providing transportation for products along with a professional in house event team that can make any event one that will be remembered.

1. Retail Lab
10a Blandford Street.
Pop Up / Event Venue.

2. A
Sheridan&Co
Retail Design &
PRODUCTION

3. Sheridan&CoRetail Design
From top left: Sisley, Harvey Nichols, London; D&G, Selfridges, London; Assorted Skincare,
Selfridges, London; World of Whiskies, Terminal 4, London Heathrow Airport; Lola’s Cupcakes,
Selfridges food hall, London; Absolut Rock, Travel Retail, London, Paris, Moscow; Mappin & Webb,
Regent Street, London; Organic Pharmacy, Rodeo Drive, Hollywood; Clarins, Selfridges, London;
Laura Mercier, Selfridges, London.

4. Sheridan&Co
Retail Design

5. Collective Minds’ dedicated and highly experienced team provide all aspects of pre, on-site and post event management – from design, concept
and theme ideas to food and drink styling – offering clients a customised service and working closely with them in order to coordinate every aspect
of the event.

6. surprise
delight
generosity

7. Insight by S&Co can be used in a variety of ways: as a test site for full
prototype store design; as a temporary pop up shop to drive sales: to
trial new point of purchase display or to host experiential events.
The venue can create a platform for brands to try out conceptual
offers to customers in an environment that can be tested, examined
and modified for the impact on sales, customer demographics and
other variables.
Located just of Marylebone High Street, Insight gives brands and
retailers a flexible platform to experiment in a retail environment with
how they present themselves to their customers.
Brands and retailers are able to use the 70sqm store for a length of
time which suits them - anything from a day upwards.
Introduction

8. Brand/Product Launch

11. Buyer/Press event

12. Luxury Icelandic winter-wear brand, 66° North, created a pop up sale shop using Insight. For
three days only, the shop was opened to the public to showcase their clothing and items were
sold on site at a reduced price.
“The pop up sale was a huge success - the idea behind the shop was to showcase our brand
to the UK, we had not expected to sell so many items of clothing whilst we were there. Thank
you to the team at Sheridan&Co for making us feel so welcome in London”
Daniel Niddam, Marketing Manager, 66° North

13. Product launch

14. Create a pop up shop to encourage a new, younger demographic to discover the new Daily Energizer range and become ambassadors for Clarins before
the products general release later this year.
Range
Target market is 18-30 years with emphasis on 25 plus age group. Five products: Cleansing gel, freshening toner, 3 x textures of day cream. Premium
brand but with an extremely affordable price entry point.
Concept
Open a Clarins Daily Energisers pop-up shop for 2 weeks in February. First 2 days for press only and then open to the public.
The range will be retailed in the pop-up shop for just 10 days. It won’t be available in the UK again until the 28 April in Boots and July nationwide. Incentive
to visit and purchase - a limited edition must have accessory.
Objective
To present this new range in a setting that feels relaxed and informal and looks fresh, cool and contemporary. A setting that will capture the imagination of
the press and makes Clarins relevant and appealing to a younger consumer. Not Clarins for my mother but Clarins for me.
To create a group of new and younger Clarins brand Ambassadors in advance of the national launch.
Format
Browsing and chilling areas, consultation and testing, 30 minute Energiser Facials.
Catering
A fully staffed and operational juice bar for press and public. Catered food for press days.
- brief

15. Promotion - Online

16. Promotion - Press

17. Render to Reality

18. Event images

19. • Pop up format gave Clarins a platform to engage younger consumers and launch new range to consumer media
• 80% of customers visiting the store were new to Clarins, which was a key aim.
• Sell-through was above Clarins expectations.
• All 160 facials booked out in just 36 hours
• The store exceeded targets for footfall with an average 10 walk-in consumers an hour
• High level of sampling resulting in subsequent sales
• Hundreds of brand ambassadors created to spread the word before all-store launch in May
• Positive impact on consumer media with 33 stories online during the time the store was open and an amazing 59 tweets
• Monthly magazine coverage will appear in May when range launches in-store
Summary

20. ” ...wanted to thank all of your team for making it look so fantastic. According to
Mediacom, the two brands that were most talked about during London Fashion Week
were Burberry for airing their show live on a giant screen in Piccadilly circus and Clarins
for our Pop Up Shop. So from a PR point of view, I would say we absolutely met our
objectives and I'm well aware, we have you to thank for that!”
Soshana Gillis, Public Relations Manager, Clarins (UK) Ltd.
Feedback

24. Company Name Company Registration Number
Sheridan&Co 1720277
Address Website
Head Office www.sheridanandco.com
Riverside
Market Harborough Type of Organisation
Leicestershire Privately owned company
LE16 7PT
UK Names of the Executive Directors /
Partners
London
Michael Sheridan – CEO & Founder
10A Blandford Street
Julien Sheridan - Communications Director
London
Ingrid Tranter - Financial Director
W1U 4AZ
Elliot Brogan - Operations Director
UK
John Dupuis - President - US Office
New York
84 Wooster Street Number and locations of offices
Suite 703 Sheridan&Co has offices in Market
NY, 10012 Harborough, London & New York including an
USA affiliate office in Hong Kong.
Manufacturing sites are located in Market
Harborough, Shanghai, Guang Chao and
Telephone Numbers
Hong Kong
Head Office: +44 (0)1858 468000
London: +44 (0)20 7486 7499
New York: +001 212 625 1666 Number of Employees
80 worldwide
Company Information

25. Full Company Name: Email:
Collective Minds London Ltd fascinate@collective-minds.com
Office Address: Registration Number:
10a Blandford Street 06689055
London
W1U 4AZ VAT Number:
946 9184 74
Invoice Address:
PO Box 8283 Bank Details:
Kibworth Natwest
Leicestershire Leicester City Branch
LE8 0WU Leicester. LE1 3NT
Registered Address: Sort Code: 60-60-06
Granville Hall Account No: 46283641
Granville Road
Leicester
LE1 7RU
Telephone Number:
London Office: 0207 856 2092
Head Office: 0845 210 3344
Accounts: 01858 874 4981
accounts@collective-minds.com
Fax:
0845 370 4666
Company Information