Crown Paints

CreativeRace adds colour to Crown Decorating Centres through strategic store redesign

With the support of integrated agency CreativeRace, Crown Decorating Centres has opened its first new retail concept store aimed to entice the consumer market as well as its traditional trade custom.

Following their project win for CDC’s through a competitive pitch, CreativeRace were tasked with developing an in depth understanding of their retail customers, and delivering both a strategic and creative approach to a new retail store format.

Using in depth consumer research and YouGov audience profiling, CreativeRace created a concept that delivered the core principles of a simple shopper experience with endless opportunities for advice and expression. Features of the store include an inspiration zone, mixing bar and a central ‘hub’ creating space for exploration, advice and interaction.


Speaking of the launch, CreativeRace CEO Rob Shaw commented:

‘We’ve thoroughly enjoyed working with CDC’s on a project which sets out to transform some of their store portfolio into more consumer-centric destinations. The team really took the time to understand the CDC customer, by working very closely with the client and gleaning solid insights from our range of audience analysis tools, which has resulted in a store that Crown customers love and engage with.  

CDC Network Director, Naiem Wafa commeted of the launch:

 “Our new St Helens retail concept store represents one of our proudest achievements as a team, developed in conjunction with our partners at CreativeRace! We are delighted with the response since we opened.  For our customers we have designed a new store based upon the customer’s journey and making paint personal to you and your well-being, with the best of Crown paints available”.


About CreativeRace

CreativeRace is an independent marketing agency, that works on national and international integrated campaigns for clients including ASDA, Greggs, Crown Paints and Pets at Home. We find the sweet spot where brand and performance meet, producing creative work across TV, print, digital and social that delivers results and predictable outcomes time after time.