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WHSmith, Birmingham Airport
Signage for WHSmith and its £2m Birmingham Airport store refit.
The Brief
As part of a £2 million investment into its Birmingham Airport store, WHSmith required a comprehensive new sign package to complement the refitted space.
The project also included signage for a new Well Pharmacy concession, designed to integrate seamlessly with the existing WHSmith identity while maintaining its own presence.
Located airside within one of the UK's busiest airports, the signage needed to make an immediate impact in a high-footfall environment.
The Solution
We manufactured and installed a variety of illuminated built-up letters throughout the store, combining face-illuminated and halo-illuminated signage to differentiate departments and draw attention to key retail areas.
The Well Pharmacy branding was carefully developed to complement the WHSmith identity, creating a cohesive entrance that balanced both brands.
As with all airport projects, detailed planning was essential. Our experienced project team coordinated all logistics, including mandatory airside deliveries, security documentation and installation planning, ensuring the programme ran smoothly while meeting the airport's strict operational requirements.
The Result
Shortly after completing the project, Greens was named Supplier of the Year at the WHSmith 2023 Store Development Conference, recognising not only this installation but our continued support across numerous projects.
The award reflected the quality of our signage, the pace of delivery and the professionalism of our installation teams.
Projects like this demonstrate Greens' ability to deliver complex retail environments, working closely with architects, designers and contractors to bring a brand's vision to life while navigating the challenges of live airside locations.
Making our customers’ journeys better is what we’re here to do, and this flagship store opening at Birmingham really does just that. It’s a fantastic store and the team have worked tirelessly to perfect today’s opening. I really couldn’t be more proud of both the end result and also of the effort that has gone in to creating this bespoke format for our partner at Birmingham Airport and our customers.
