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Born from the attic of a small house in Sheffield the RAB brand was born and targeted to mountaineers and the climbing community. AA Creative was briefed to deliver an innovated retail merchandising unit that could  be scaled to showcase the RAB product range, and also at the same time be a showcase piece in their showrooms.

The innovated visual merchandising system was delivered to brief by a full project plan that involved some specific challenges that the client needed AA Creative to solve. Insight and research delivered a unit that allowed their customers to explore and shop their range of technical sleeping bags and gloves, at the same time as communicating the technical and design features. This allowed their consumers to have the engaging experience prior to purchase which was paramount. This retail merchandising system was also to be installed in the head office showroom that had a new large purpose built space area to create a flagship store environment, so customers could immerse themselves in the environment and also see what a shop in shop area could look and feel like. 

The showroom allowed buyers to review new product ranges and experience how they would be merchandised in store with further showrooms installations in Kendal and Germany. The retail system is being rolled out across retail stores.