Andy Turnbull, Group Creative Principal , New Look Retailers
“My main observation, having done this for a few years, is how the quality of entrants is continually improving. I thought some of this year submissions represented true world-class design. There are still some disappointing categories and some repeat entrants from last year, albeit in new locations but still using the same design. From my perspective, I’ve judged all of the entrants based on how well considered the central idea was, how well the design execution is and whether it felt unique and world-class. There were some strong trend themes - particularly in the fashion & food categories - one of my highest marks went to a store design that represented a very good example of the pop-up trend but by a global multiple. Digital was obviously prevalent in some categories - but mostly as an ambient device.
The only future consideration could be to split the marking - perhaps between aesthetics & strategy/business success - some of the entrants had good business results, but were not as attractive in comparison with the best categories. It might be good to award a judges pick, possibly the best concept not to win a major prize. Also, it might be good to start tapping into a younger audience with a student or young talent award.”