‘John Lewis Trafford’ would be the first branch to be built in an existing shopping centre. The rest of the centre could continue to trade as normal. Behind a substantial amount of blue hoarding, a transformation was taking place. Building continued into 2005. In February, a giant 10 tonne light feature was installed directly above the central elevators. The feature took two months to assemble and paint, and a further six weeks to install on site. It was clear that the Partnership were going for maximum impact, hoping to introduce themselves to the people of Manchester in the most dramatic of styles.
Hitting the ground running
As the branch edged towards opening, preparations were fast and furious, in a bid to get everything done. With just 3 days to go, signage was still being put in place!
In order to increase awareness of the new Manchester store a publicity campaign was carried out a week or two before opening. Eye-catching advertisements appeared in Manchester City Centre and the Trafford Centre, alerting those living in the core catchment area. A giant banner was also placed at the front of the shop, and expansive 20 page store-guides were also printed and sent to selected customers.