AUTUMN//WINTER 2017 23 JOE IRONS, chief customer officer of Paperchase says:   What’s the ethos behind the design and layout of the flagship store? The overall intent was to create the most impressive stationery and card store, certainly in the UK…if not globally. When the doors first opened in 2000, Paperchase wanted the store to be as prominent and memorable as the Heal’s next door, and with the most standout shopfront on Tottenham Court Road. The interior was designed around the self-supporting scissor staircase, so customers can see all the space as they walk up the theatrical central stairs and view the different product groupings on each floor. With over 20,000 different products across stationery, greeting cards and wrap, premium gifting and art and craft materials, this is no mean feat. Along with the impressive stairs, high ceilings, lighting and fixture design, it brings all three trading stores together in an impressive stationery emporium. Is it an integral part of the brand positioning/brand identity? Yes – as well as being at the forefront of the stationery and greetings card industry, the store is the absolute heart of the Paperchase brand. The store provides the envelope to drive the brand forward and is the testing ground for new innovation across product design, service and display. The entire Paperchase head office and creative function is also based above the store, with windows and easy access to the store giving staff the feel of being part of the shopping environment. The link between brand and retail delivery is both immediate and engaging. What add on experiences are there? Interactive displays and retailing theatre are at the heart of the Paperchase flagship model.  The store has dedicated visual merchandising teams who ensure creative and elevated product presentation. We also offer a product personalisation service and on the top floor, regular and ever-changing crafting workshops (which can be booked in store or online at paperchase.co.uk/project-craft) where both adults and children can learn all sorts of skills including how to scrapbook, make cards or even pompoms! Workshops start from as little as £5. There’s also a café on the first floor where customers can relax, review their stationery purchases and watch the world go by on Tottenham Court Road. PAPERCHASE, TOTTENHAM COURT ROAD, LONDON