We are delighted to be working with the team at Thomas Lyte in the implementation of the new store in Burlington Arcade. And as these shots show the store is one of supreme elegance.

When working on initial brand definition exercises we identified Thomas Lyte’s core brand ethics, which enabled our team of designers to translate these principles into the new physical environment. As Kevin Baker, Thomas Lyte CEO has detailed, ‘When we launched Thomas Lyte in 2007, it represented the dawning of a new type of luxury where craftsmanship, handmade details and bespoke products were the height of luxury; this store is a manifestation of these values.’

We believe this new store communicates the brand’s exciting new product ranges as well as their unique heritage, establishing their own position in the market and providing a platform to build awareness and appeal to its target customers.

This environment is now one in which the customer is not only engaged but is advocated with Thomas Lyte’s brand values.

As part of our work with the team at Fenchurch we had the opportunity to create their S/S catalogue in which we communicated their new brand identity.

This catalogue was not only about showcasing the Fenchurch product range but was an opportunity for us to tell the dynamic Fenchurch story. We wanted to create a sense of belonging; it is about British heritage and the Fenchurch family. We did this by creating a sense of ‘being’. Then by utilising the urban streets of east London as our shoot location there was a true sense of British authenticity and skate culture.

This was a great project in the studio and an exciting opportunity for the team as it allowed the designers to utilise their own photography skills in assisting with the creation of the catalogue. A big thanks to the whole team, not just at Fenchurch but those who helped out during the shoot.

‘i-am’ istanbul were one of the sponsors of Istanbul Design Week’10 held between September 29 - October 3 2010.

‘i-am’ designed the gateway and the "POP_UP" stand concept at the entrance for the event. The design idea originated from concepts of urban city, identity, difference, sameness, and multiplicity.

The event seeks to connect Turkey with the rest of Europe by showcasing their progressive design concepts. ‘i-am’ Istanbul created The "POP_UP" concept, with its references to the exhibition theme, it serves as a new attraction point with its unique form and use of alternative materials. Event visitors loved the idea and the ‘i-am’ giveaways.

So this is Christmas and ‘what have you done?’ (as the song goes) But as a retailer it is more about what you can do to win that festive pound.

So here are ‘i-am’s top five sensual tips’ to help you on your way.

Smell
It's the one thing that can positively start selling, even when you’re outside the store. So whatever you can do, spray it regularly in your entrance and around the store use fresh bread, coffee, starched cotton, leather, cedar and don't forget chocolate!

See
Remember the second rule of retail - Seduce don't sell. Great displays that entice you to stroke and squeeze the product get the job done. Make sure the shelves or rails are always well stocked and when stock starts to thin (as hopefully it will) bring forward and condense. Space sells. Increase the gap between the styles, categories or types, but never spread them thinly or evenly. Finally when merchandising remember the right side is the strongest.

Hear
Great music but at the appropriate volume for your target customer is the necessity. Radios are banned and the mix better be good and is your license up to date? Make sure members of staff are hot on product knowledge and know where the stock is and what size it comes in. Saying 'Sorry I don't know' is not what the customer wants to hear.

Taste
What can I say, when it comes to food and drink what better way to sell it than trying it. Make sure that you position the trimmings strategically ready to increase that basket value.

Feel
There has been a lot of press recently about store temperatures. At this time make sure browsers are comfortable.
Ever feel you’re being watched? Encourage staff to get the level of help right and not to overtly track customers and finally the first rule of retail is ‘Nothing works as well as a smile and that’s bound to make customers happy.’

It works for me.
Tim Jeffrey- Professional Shopper

Friday the 10th was the date and Wiltons Music Hall was the venue for 'i-am' associate’s stupendous Christmas extravaganza full of surprise, astonishment, and amusement.

The venue, Wiltons Music Hall, is the oldest surviving music hall in the world.
And the scene of the first London performance of the Can-Can & once home to the missionaries back from deepest darkest Africa. It has survived fire, floods & two devastating World Wars so it seemed truly fitting for ‘i-am’ to host its first Experiential Christmas festivities there.

Featuring Dickensian ghosts, mulled wine, a festive feast, wandering minstrels & carols around the tree; it was an evening oozing with festive cheer.

A huge thank you to the team at Wilton’s for their wonderful hospitality and a huge thank you to all those who were able to join us. We hope you enjoyed the evening as much as we did and we look forward to seeing you all again in the New Year.

‘Merry Christmas and a Happy New Year’