Presenting the 150-year history of England’s number one health and beauty retailer to a group of busy editors is a tall order, especially if you’re trying to do it in about an hour. That was the challenge for Boots, the wildly popular U.K.-based company that’s bringing its products to the U.S. market for the first time. Starting this spring, six beauty and skin-care lines will be available at Boots’ retail partners, which include Target and CVS.To stage a presentation that both established Boots’ substantial history and showcased its new U.S. offerings, Boots public relations director Sandra Gabriele worked with Paint the Town Red to create a multiroom environment at Boylan Studios. “I wanted to use a raw, white space because I knew what I wanted to create,” she said. “If we did this at a restaurant or a hotel, we’d be competing with that.”
At the entrance to the space, editors encountered a seating area invoking the original Boots pharmacy, where the company’s North America C.E.O., Martin Waters, welcomed them and gave a brief explanation of the retailer’s history. Then double doors swung open to reveal six theme rooms, in which each of the U.S.-bound Boots lines was presented to smaller groups in a rapid-fire six minutes. (The swelling of upbeat music signaled it was time to move on to the next vignette.)
—Mimi O’Connor
Posted 02.15.07
Photos: Eric T. Michelson Photography
At the entrance to the space, editors encountered a seating area invoking the original Boots pharmacy, where the company’s North America C.E.O., Martin Waters, welcomed them and gave a brief explanation of the retailer’s history. Then double doors swung open to reveal six theme rooms, in which each of the U.S.-bound Boots lines was presented to smaller groups in a rapid-fire six minutes. (The swelling of upbeat music signaled it was time to move on to the next vignette.)
—Mimi O’Connor
Posted 02.15.07
Photos: Eric T. Michelson Photography