News

Baroue, MS Retail’s pioneering new children’s retail concept, has been awarded Innovative Format of the Year at the World Retail Awards.

Working with the designer Gensler, Endpoint was tasked with product design and brand implementation for the 69,000 sq ft Kuwait City store.

Baroue combines theatre with entertainment space through the creation of a giant Sea Serpent central feature where children can play and their parents relax in an adjacent café. The store provides clothing, maternity wear and entertainment for children and although only in its first year is already proving scaleable for expansion throughout the Middle East. “A marvellous and engaging destination for kids and adults alike,” commented one of the expert judges.

Lukasz Balczewski, Endpoint project manager said “the main challenge faced by our team was translating 2D designs into 3D products. With so many brand elements throughout the store, it was crucial that the 3D product family matched the other hallmarks”.

As Baroue continues to grow, Endpoint’s recently opened Dubai office is now on hand to ensure that product design and consistency is maintained and each store champions this exciting new brand.

It has been an extremely busy and exciting year for Endpoint, working with a diverse range of clients, architects and designers to transform visual identity from two dimensional designs into real life encounters on buildings, environments and interiors.

As brand implementation specialists, we have helped deliver and manage numerous projects throughout 2006, from the refurbishment of Fortnum & Mason’s to the rollout of a number of Apple stores. New clients include the NHS, Selfridges & Sony with new creative partners including Cartlidge Levene and Morey Smith to name a few.

Behind the scenes we have updated our IT systems to meet the increasing demand of our online brand management tools and international project base. We are working towards Investors in People accreditation and have established a staff training and development programme covering all aspects of visual identity implementation and management, from compliance audits, through production techniques and health and safety legislation.

We look forward to 2007 which promises to be an equally successful, energetic year.