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.

Endpoint brings unrivalled experience in project management, sign design and wayfinding and has already completed numerous projects in the region, including product development for the DIFC complex and Dubai Healthcare City.

Gideon Wilkinson, Endpoint Director said “We believe it is important to offer our Gulf clientele the same level of service our UK clients have come to expect. Endpoint has been working successfully in the region for the past 4 years but we recognise the need for a permanent Dubai based team, particularly given the scale of the projects we are involved with.”

Andy Ruffell, a hugely experienced project manager who has worked on myriad regional projects such as Emaar’s Old Town development, Sama Dubai’s Headquarters, Rotana Hotels and the Atlantis Hotel and Waterpark, will head up the Dubai team. 

Endpoint has been appointed by Guy’s and St Thomas’ to handle implementation for the hospitals’ groundbreaking new signage and wayfinding scheme. 

Working closely with the client, Endpoint has developed wayfinding signage, overhead signage and wing totems based on independent agency Healthcare Design’s strategy. 

“It is fantastic to be working on such a renowned hospital” said Neil Kite, Endpoint design engineer. “There are so many important factors to consider when working on this sort of account, from hygiene requirements to patient needs. It is our job to make getting around the hospital as easy as possible, but high quality signage also reassures patients and creates a better working environment. These hospitals offer some of world’s greatest medical care but they are large facilities and are used by literally tens of thousands of people each week – we hope to make life simpler for both patients and staff”. 

Both Guy’s and St Thomas’ hospitals are undergoing significant changes to improve wayfinding clarity, simplifying the user experience. Funded by the Guy’s and St Thomas’ charity, the project’s aim is make the hospitals’ environments reflect the world-class treatment on offer. 

“Our employees are Endpoint’s number one asset and their ongoing development is crucial in order for the company to grow.” said Sharon Heath, Human Resources manager.

“As we expand both in Europe and in the Middle East we need to ensure that knowledge is retained and that we are providing employees with the tools and training they need to succeed. The company has grown considerably over the past 18 months so IiP status provides us with the right framework“.

Apple’s 11th store opened at Solihull’s Touchwood Centre on September the 22nd. Endpoint, working closely with designers Gensler, implemented the retail concept, ensuring all branded products meet Apple’s exacting standards. With the recent launch of the iPhone, Apple’s EMEA store network is going from strength to strength, offering customers a unique shopping experience.

A brand new John Lewis opened in Cambridge last Thursday morning. Endpoint developed the wayfinding scheme and managed the implementation of all internal signage elements. One of the UK’s most trusted brands, Endpoint is proud of its 8 year relationship with the partnership.

Baroue, pronounced ‘Ba-roo-ee’, is an exciting new retail concept for kids. The first store recently opened in Kuwait City, with a mission to make shopping fun (and make life a bit easier for Mum and Dad!). With everything from clothes and toys to a huge dragon playpen, Endpoint helped with product design and brand implementation.

“Having worked closely with the John Lewis team for the past 8 years, we are delighted to be involved with the implementation of the food hall, which marks an exciting new direction for the retailer” said Genevieve Smith, project manager. “We strive to offer the Partnership the same level of reliability, value and service they offer customers. Our in-house helpdesk provides managers across all 26 stores with a dedicated resource, facilitating everything from the roll-out of their new identity to ensuring all stores were ready for the smoking ban”.

The food hall will be unique to John Lewis West End store, combining the offer of everyday grocery shopping with specialty products, all within a department store.

Gideon Wilkinson, co-founder of Endpoint, said “Having been involved in two previous rebrands of the Premier Inn estate we are delighted to be involved again. Whitbread have a strong portfolio of brands and they truly appreciate what an agency like Endpoint brings to the table.”

Endpoint have already begun conducting site audits, developing prototypes and priming for the roll-out, due to begin in September 2007.

With partners in both Europe and North America, the group has successfully implemented over 700 projects for both large and small identity changes over the last 15 years. The Group has offices in Amsterdam, Cologne, Goteburg, New York, Toronto and now London.

Coinciding with the grand opening of the mall itself, the Rome store is the first Apple store in continental Europe and has been developed over a number of months to the exacting standards required of the brand.