For this Covent Garden installation, the challenge was to create a retail space that could present sexual wellbeing in a way that was informative, approachable, and engaging, while maintaining a premium look and feel within the wider store environment.

 

The objective was to move beyond traditional product display, creating an experience that could educate customers, guide choices, and encourage interaction in a category where clarity and confidence are key to decision-making. 

 

Designed for Engagement and Understanding

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The Sexual Wellbeing Bay was developed as an interactive information hub, combining digital content with product-led display to support customer exploration.

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Interactive touchpoints provide clear, accessible information on product benefits while also suggesting complementary items, helping customers navigate the category more confidently and discover solutions suited to their needs.

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The overall design balances openness and discretion, ensuring the experience feels inclusive, modern, and easy to engage with.

  

Built to Integrate Seamlessly

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Working in close collaboration with the client and project partners, we brought together multiple disciplines to deliver a fully integrated solution.

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This included bespoke digital content, sensor-led interactivity, multiple screen formats, and a custom-built display environment, all designed to work seamlessly within the retail space while maintaining a premium, consistent finish. 

  

Driving Measurable Impact

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The result is a retail environment that not only enhances presentation but actively supports customer decision-making through education and interaction. 

Early results have shown strong performance, with the Covent Garden store delivering a +108bps uplift ahead of London control stores, demonstrating the value of combining design, technology, and insight to create more effective in-store experiences. 

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“Working with Idea has been a great experience. Their dedication to excellence, precision in execution, and deep understanding of retail environments have consistently impressed us. The fixturisation solutions they've delivered are not only visually compelling but also strategically designed to enhance customer engagement within the sexual wellbeing space and drive sales. Over the last few weeks since implementation, the Covent Garden store has grown +108bps ahead of our London control stores so we’ve seen some great initial results. We've proudly shared their work with other retailers as a benchmark for best-in-class fixturisation - it's that impactful.”

Russell Westcott, Senior National Account Manager, Reckitt Health