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 is delighted to announce the official opening of its Dubai office, a natural step given the brand implementation agency’s burgeoning client base in the region. The office is based in the Al Moosa Tower complex on Sheikh Zayed Road and has been set-up to better serve clients in the region.
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.
Endpoint has been awarded Investor in People (IiP) status, marking the agency’s ongoing commitment to training and development.
“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“.
