Diageo hires design consultancy to raise Smirnoff’s travel-retail brand presence

Nicole Mezzasalma

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Portland Design is to develop new merchandise units for the Smirnoff range of products

Global drinks supplier Diageo has hired London design consultancy Portland Design to develop merchandise units for the Smirnoff brand’s portfolio in a bid to raise its presence in travel-retail. Portland is working on designs for wall bays, mid-floor units and other displays for the premium Smirnoff Black range, as well as units for smaller retail footprints. The company is also developing a retail guidelines manual, to be adopted globally by Diageo staff.

Portland senior designer Janey Fry said: “The new designs highlight the unique heritage of Smirnoff while at the same time heralding the modernity of the brand. We have used luxury materials to convey the purity and calibre of the products, with Smirnoff Black presented in black and gold back-painted glass. Introducing concealed plasma screens and integrated viral marketing techniques creates an exciting, constantly changing unit that raises awareness of Black within the Smirnoff family in a crowded airport environment.”

Diageo retail development and merchandising manager, global travel and Middle East Averil Provan said: “My confidence in Portland’s ability to respond to a challenging brief has proved well founded and we have jointly delivered a real step forward for Smirnoff’s presence in-store”.

The new brand displays will be launched in key duty-free stores from this month.