Smyths Toy Store
Peninsular Retail Park

Type: Refurbishment + Fit-out
Duration: 12 Weeks
Value: £358k
Architects: Urban Edge Architecture
QS: Cushman & Wakefield

Smyths Retail Store

Leading children’s toys store entrance is transformed, increasing its prominence and appeal

As the fastest growing toy retailer, Smyths Toys Superstores have over 100 stores throughout the UK and Ireland dedicated to encouraging learning and developing creativity in children.

The store frontage at Peninsular Retail Park in Charlton was starting to look a dated and Smyths wanted to replace this with their new branding in signage to make the store more attractive to its customers.

Removing pillars increases floor plate and fills the retail unit with light

The project included multiple elements of construction works starting off with enabling the existing façade and retail frontage to be dismantled and new glazed façade installation on the retail estate. Once removal of the existing front entrance was completed, ITC had to ensure that there was provision of new support steelwork for the new front entrance doors and new signage.

When working on the internal structural steel, cross bracing within one bay to the front elevation was relocated to allow for the significant improvement and renovation of the retail shop frontage and installation of full height glazing. Additionally, installation of new signage features and associated steelwork, replacement of existing paving and bollards to front and removal and replacement of existing cladding panels were all carried out.

Keeping disruption to a minimum

Logistics was a key consideration on this project; ITC had to ensure the other retail units had uninterrupted trade. This also meant we had to allow for provision of pedestrian protection including crash decks and solid site hoardings. ITC had to minimise disruption and ensure that customers had a way of entering and exiting the entrance safely.

A timber tunnel with lighting was installed which went through the inside of the store and exceeded through the car park while works remained.

Government restrictions due to Covid-19 resulted in closure of the store for several months. Through perseverance and determination, the team managed to finish just in time for restrictions lifting.

Improved customer experience

The client was delivered a new visually appealing store entrance which allows customers to connect with the Smyths toys products and services.

The new store entrance is vibrant, inviting and now stands out from the crowd whilst creating the perfect customer experience.

Project Director: Nick Hoy

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