Nationwide Stores
Furniture Design /

Waterstones commissioned us to design shop-in-shop display furniture for Kindle e-readers and associated products, to sit alongside books across their 300 stores.

James Daunt's decision to accommodate Kindle products in store has been a controversial one but as the Bookseller reported, the move by Daunt was more than anything "about attracting book lovers to Waterstones' bookshops, to encourage them to buy physical books while in store".

The objective was to differentiate the digital reading offer in-store, whilst ensuring it sat comfortably within the bookshop as a furniture piece of quality. Our furniture system was developed with Cardinal shopfitters and rolled out nationwide, in time for Christmas sales.




tablet on glass table
  walnut shelving cupboard
  table with large lampshade