Little Dobbies
Cheltenham

Twelve’s second major project with Dobbies, this small format urban gardening haven was a pleasure to work on. We helped to bring the 5 key shopping missions to life across a listed 2 storey building on the Cheltenham ‘Promenade’. Plants to go, gifting, urban gardening, rare/premium plants and Click and Collect are all available. Coffee and ‘Green Team’ expertise are also integral in this new location for the brand.

Environment & in-store communications

Workshops and events are also in the pipeline, with the ambition to create a community of like-minded potters. We adapted existing kit and designed a new flexible communications toolkit to elevate the range and give more purpose to each area. Style Stories, given a prominent location in store, is a new platform for trends and collections – seamlessly connecting these seasonal stories across physical stores and digital platforms.

The design strategy for the space – from the friendly communication style and simplicity of interior finishes, through to the layout and digital integration, were all built out from the core Dobbies identity. ‘Homegrown happiness’ became not only an outward mantra for customers, but also a key part of defining the distinct personality of the store and brand.

Green-fingered customers are treated to an extensive ground floor of pots, plants, homewares and gifts – all supported by the local knowledgeable team. Upstairs customers can browse seasonal must-haves and book sit down consultations - for those wanting to grow something little more special. Advice is given on how to plant, care for and propagate their collections at home.