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.”

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