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Royal Shakespeare Company looks to Green Room Retail for shop design

The Royal Shakespeare Company’s new theatre in Stratford-upon-Avon has tasked retail design agency Green Room Retail (GRR) with the design of its merchandise store.

Following a four-way-pitch, the Birmingham-based agency is to design the retail space, part of the multi-million pound redevelopment that the theatre is currently undergoing.

The brief is to develop the multi-purpose space and turn it into one that sells, while also keeping it in line with the new theatre’s aesthetics, as designed by architects, Bennetts Associates.

Richard Ash, founder and CEO of GRR, explained: “The brief is an undeniably challenging one but they’re the ones we enjoy the most! Our task is to create a store that is sympathetic to the architecture of the colonnade, whilst making it clear to visitors that this is a retail space.

“During the pitch process, we took care to visit the existing RSC store and learn about the product range and staff requirements. Our design incorporates a striking back wall visible from street level, multi-functional gondolas and a cash desk in keeping with the existing materials palate, whilst allowing for maximum flexibility as show times peak and quieten down.”

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