Gall & Gall
Gelderlandplein, Amsterdam

Earlier this year, Twelve were engaged to create an evolutionary, store design strategy for Gall & Gall – the largest, specialist drinks retailer in The Netherlands. The core business objective, was to update the store experience and appeal to a broader, younger audience, without disenfranchising the loyal customer base.

Focussing on service, expertise and range hierarchy, we provided layout, communication and display principles. This allowed us to underline G&G’s unique offer by celebrating their extensive assortment and commitment to providing the best value for money.

Collaborative Retail Strategy

Updating the range hierarchy helped to define focal points for hero products and for growth ranges in No/Low and Cocktails – as well as ensuring their service points were centre-stage for customers and easy to operate for the store team.

Alongside our project partners we looked at various ways of communicating the offer. The first store launched in Gelderlandplein, Amsterdam, within 6 months of agreeing the strategy and principles and there are plans for further developments and roll-out across the Gall & Gall estate.