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Kiddiecare takes to the highstreet

Over the past few years many retailers have had to contract their businesses but not so for baby care specialists Kiddicare. As part of the Morrisons family, and a successful retailer in its own right, they have been aggressively expanding by opening stores nationwide.

Omega, who already have a relationship with the managing architects and Morrisons, were brought in after competitive tender, to install the signs for their key new sites at Enfield, Bristol, Croydon & Hayes.The Kiddicare brand is bright and vibrant and has a number of key elements that needed

to be carefully translated into the visual sign. Firstly the existing building was overclad with external grade Vivix Formica. This was hung on a secret fixed hanging rail system back to the steelwork to give the building a complete facelift and a uniform colour that will not fade or require maintenance in the future. Within the Formica panels inset strips of coloured acrylic were positioned together with LED illumination positioned behind them to give a vibrant flash of colour at nightfall. The Kiddicare letters were then positioned onto the Formica, 1500mm’s high, each set being internally illuminated. A high quality finish was then achieved by inserting a 10mm expansion gap between each 3000mm x 1350mm Formica panel. With over half a mile of hanging rail, over 5000 individual fixings & more than 2.5 tonnes per elevation each site had some real challenges but the result is a fresh, vibrant and impactful translation of the Kiddicare brand which has great stand out.