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BBC Doctor Who Experience Devoted Shop
BBC Worldwide breaks new ground with retail and mobile plans for Doctor Who Experience
BBC Worldwide is to launch its first ever shop devoted to Doctor Who at the much anticipated Doctor Who Experience. The shop will be a treasure trove for fans showcasing Doctor Who toys, games, books and licensed merchandise. Designed, staffed and managed by brand experience and retail specialists Brandnew Corporation, it is the first time BBC Worldwide has created a stand-alone retail operation dedicated to a single television brand. The shop will open on 20th February in tandem with the Doctor Who Experience and remain open throughout its run.
The image below is just a representation of the look and feel of the shop…
The Doctor Who Experience will be further supported by a Wi Fi service exclusive to Olympia. Also provided by Brandnew, the ‘closed loop’ mobile Wi Fi platform is dual purpose – while receiving redeemable coupons for use in the Doctor Who shop, visitors can also use smartphones to enjoy an immersive browsing experience related to the aliens, monsters and storylines at the show. It is the first time an event at Olympia has used Wi Fi to enable mobile content to be distributed this way.
The Wi Fi service has an easy login interface and one click access to content. From a special offers area, users download promotional barcodes which are then swiped at the checkout reader in the usual way, with price reductions shown at the till and on receipts. The wireless service is security encrypted and much faster than any 3G network. Much of the material for download is exclusive to the Doctor Who Experience with a wealth of facts, figures and information. A special subtitling service can be accessed for the deaf, ensuring the Experience – led by the Doctor’s own vocal commands – is just as meaningful.
The shop will retail over 400 Doctor Who SKU’s at any one time, with many items exclusive to Olympia – a showcase of licensed product larger than anything available on the high street in one place. The Doctor Who shop is a stand-alone outlet adjacent to the café, though most visitors will enter after enjoying the Experience and Exhibition. The 133 square metres has a circular layout to encourage easy and full navigation of the merchandise. The tills and checkout area at the centre mimic the central console of the TARDIS.
The brief from BBC Worldwide was to create a retail extension of the Doctor Who brand experience. The Doctor Who Experience promises to be a spectacular event, featuring an exhilarating walk-through adventure, where visitors can step into a full recreation of the Eleventh Doctor’s TARDIS, and an ‘out of this world’ exhibition featuring iconic Doctor Who props and costumes from its 47 year history. This is the first ever fully immersive Doctor Who attraction – an unprecedented opportunity for fans to step through a crack in time and take part in their own Doctor Who adventure in the role of the Doctor’s companion. Their challenge will be to reunite the Doctor with the TARDIS whilst facing some of the best-loved and most-feared monsters from the hit series, including a Dalek spaceship and Weeping Angels.
Brandnew Corporation is responsible for the full retail offer at the Doctor Who Experience; designing the interior and layout, determining the fixtures and displays, setting up the till and EPOS systems, product ranging and merchandising. The company is also tasked with the live customer experience; recruiting, training and briefing staff for the interactive show, exhibition and shop, plus stewarding at the event itself.
Alex Johns, MD at Brandnew Corporation said, “After the exhilaration of the Doctor Who Experience the area of the shop and café provide an opportunity for fans to catch their breath. Inspired by what they’ll have seen and experienced, our retail offer makes it both easy and pleasurable to turn their excitement into tangible rewards.” He continued, “The Wi Fi platform will considerably enhance the immersive experience for all Doctor Who lovers while maximising footfall and sales in the shop. It is an important part of our ‘from the till backwards’ approach to retail planning”
Ian Wickham, Head of Retail Development, Licensed Consumer Products UK/EMEA said, “We’re delighted to be working with Brandnew on this exciting project. Some of the innovative plans we have, in particular with regards to new technology being applied at the Experience, are state of the art. This technological aspect of Brandnew’s capability made them a perfect fit for the Doctor Who Experience.”
The Doctor Who Experience runs at London’s Olympia 2 from 20 February 2011.
DAVROS!
June 1st, 2013 - 3:15amit would be cool if the employees dressed up as cybermen
peri mcdonald
January 12th, 2012 - 4:13pmCan’t wait to go… is it really expensive in the shop??? xxx
Betty
September 19th, 2011 - 6:48pmI was there from the usa in August and it was fabulous. I failed to get an exclusive t-shirt at the time and have no way to go back. Is there any way to get one. I contacted the doctor who experience and they said they have no way to take payment from afar. I would pay someone in london to get one for me and mail it. If anyone has any ideas or help please email me. Thanks
Alex House
August 8th, 2011 - 10:31ami went there yesterday and it is the best thing i have done in my life and by the way david tennant rules!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!11
harold saxon
July 20th, 2011 - 1:31pmBe gotta go to this place,all feedback is good,simply must go to this.
DALEK THAY
July 20th, 2011 - 11:00amwill ameila pond exclusive figure and junk tardis be there in october
booboo
July 20th, 2011 - 11:01amI would think so
DALEK THAY
July 20th, 2011 - 11:14amok
carawilson
July 7th, 2011 - 4:34pmdo you think there will be a Rory figure out when i go in October ????
booboo
July 7th, 2011 - 4:37pmI honestly dont know there is no sign of Rory yet
Vince Cox
April 11th, 2011 - 8:11pmvisited the ‘experience’ on Sat 9th April with some mates (for my Birthday)could feel myself grinning like a cheshire cat from the moment i stepped inside…this is an absolutely fantastic expereince and exhibition – up close and personal with everything Whovian – an experience NEVER to be forgotten !!!
Doctor who fan
February 26th, 2011 - 5:55pmIm booked for 19 april MY BIRTHDAY! its my birthday present im REALLY
looking forward to it!
jacob
August 16th, 2012 - 10:48amon the 18th aug, this sat, the day before my b-day, im going to the one in Cardiff!
george
May 1st, 2013 - 3:38pmim going on the 17th October (my birthday) and I cant wait.
GERONIMO
MATT SMITH RULES
Wayne Venomous
February 16th, 2011 - 9:13amWe’ve already been (went on the 9th February!) it’s FANTASTIC!
Little bit pricey, which is what you’d expect from a shop this cool but the staff are very friendly and are always willing to help! My Daughter was crying when we came out of the shop and the staff rushed over to make sure she was ok as they thought she had been scared at the main Experience section, I explained she was just upset because it was all over!
Daniel H
February 16th, 2011 - 1:01amI’m going on the first group in on the first preview day on the 17.02.11 OMG so excited
Jak
February 14th, 2011 - 4:48pmi’m going on april 29th
dalek_scientist
February 13th, 2011 - 5:44pmI’ve got mine booked for the 17 April
Brendan uk!!!
February 10th, 2011 - 7:04pmfor all your messages apparently they are booking tickets to the 28th May 2011.Rest TBC Check up on updated stuff on the doctor who experience’s website( search in Google)!!!!!
Pandorica owner
February 9th, 2011 - 10:22pmis it only on in february?
booboo
February 9th, 2011 - 10:27pmis it only on in february?
No you can book up until the beginning of September at the moment
james butler
February 9th, 2011 - 8:53pmomg lol is it in london people ?????????????????????????????????? !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
booboo
February 9th, 2011 - 8:57pmis it in london people
Yes at London’s Olympia Two exhibition centre then in Cardiff in 2012
Doctorwho4eva
February 9th, 2011 - 5:29pmkwl!!!
Will there b Battles in time there and how long will the experience be running for???
doctor stu
February 9th, 2011 - 5:19pmthank you booboo, for previous answer
doctor stu
February 9th, 2011 - 5:18pmbooboo? do you think a rory figure will come out before this shop opens. if it does it would be good if this was the first shop to sell it
doctor stu
February 9th, 2011 - 5:13pmcan you only get into this shop if you go to the doctor who experience?
booboo
February 9th, 2011 - 5:16pmcan you only get into this shop if you go to the doctor who experience?
That i dont know but quite often you can go into exhibitions shops without going to the whole thing
doctor stu
February 9th, 2011 - 5:12pmi think im goign to faint 😯
doctor 24/7
February 9th, 2011 - 5:09pmwhere is it in london
Adam
February 9th, 2011 - 4:23pmEPIC,I am going a week after its opened and this is cool. Will they sell DVDs to cause I was thinking on getting A Christmas Carol there
booboo
February 9th, 2011 - 4:58pmWill they sell DVDs to cause I was thinking on getting A Christmas Carol there
I have no doubt they will
The Doctor
February 9th, 2011 - 4:13pmWhere is it ???????? ❓
booboo
February 9th, 2011 - 4:58pmLondon at at the exhibition centre
Jon
February 9th, 2011 - 3:45pmI hope we get feedback for us in the USA. This sounds like it is going to be a fantastic store.
David Morgan
February 9th, 2011 - 1:56pmWill the Forbidden Planet Exclusive figures be available here, Booboo?
booboo
February 9th, 2011 - 2:09pmWill the Forbidden Planet Exclusive figures be available here
I dont know, we are going Thursday so we can tell you all about it then