Digital signage strengthens new brand identity

At a whopping 900 m², the new flagship shop in Ghent is immediately the largest branch in Flanders. The new shop is completely in line with Standaard Boekhandel’s brand-new brand identity. The choice of materials and colours evokes a cosy atmosphere, with all the attention going to the books.

“We are completely redesigning several shops, such as the shop in Ghent,” said Guido De Smet, Sales Director of the Standaard Boekhandel. “We’re also planning to slightly remodel around 40 shops. That means modernising the window display, category indication, and brand identity, among other things, and we are integrating digital screens into these shops.”

After a thorough selection procedure, concept agency Retail&Offices teamed up with Puur Architecten to give shape to the new shop concept. “While they vouched for the design of the new shops, we looked at how digital communication could bring the concept to life even more,” explained Nele Bruers, CEO of DOBIT.

“We trekked around Antwerp with the team from Standaard Boekhandel to see different digital signage setups and discuss lessons learned.” With the screens in the shop window and at the checkout, Standaard Boekhandel now communicates dynamically and the retailer can highlight the books even more, communicate campaigns, and strengthen the brand identity.