BRIEF: Design a showcase shop-in-shop for Kent cigarettes, BAT’s fastest growing brand.

This investment was intended to underline BAT’s commitment to the Africa & Middle East (AME) region and replace its first multi-brand outlet at the same location (also designed by Jordan Design), which opened in December 2007. The design had to embody BAT’s global strategic aim of value over volume, and should be a physical expression of the Kent brand values in particular. The new brand architecture (which was being developed by Jordan Design concurrently) had to be employed, and the whole space had to be premium in terms of materials, finishes and design. But above all, the space was to be eye catching and engaging. Whilst Kent was to be the focus, the portfolio of other BAT brands were to be represented as well.

The result was a perimeter wall with large openings that was as much outward facing, in terms of showcasing, as it was inward facing. This enclosure defined the BAT space and drew people in by vi r tue of i ts engaging design. The underlying design principle of the perimeter wall was based around an abstracted version of the ‘trapezium’ shape associated with the brand. The material chosen for this complex shape was black Corian. This allowed us to create a shape that was homogenous and free flowing. The internal free standing gondolas were the first examples of the new design language that Jordan Design was developing for the brand. The overall aesthetic reflects the new design guidelines developed by Jordan Design, and is a contrast of matt and gloss black, with an accent of white anodised aluminium.