Earlier today, Paul Alfred Andrews announced the launch of PAA, his new Visual Merchandising Retail Design practice, which has been in development since early April 2015. The main aim is to give retail businesses more engaging ways to attract and hold shopper attention by applying superior design and visual merchandising solutions.... but it does so, with a difference.

Paul Alfred Andrews, Founder & Owner at PAA , says: "We wanted to try something new with this Visual Merchandising Retail Design service. Anyone familiar with the Retail Creative Design & Visual Merchandising market will probably have noticed how everyone else seems to follow mainstream trends. This is a problem because shops in each category tend to end up looking very similar to each other. PAA will combine "Retail-tainment" and omni-channel innovation, synchronising the physical retail presence with product range, digital, window displays and visual merchandising touch points for customer brands. It will deliver next generation customer experience to drive breakthrough commercial results."

So as a welcome breath of fresh air, PAA will instead guarantee brand environments which tell the story and bring to life the true living and breathing experience of its customers' brands. PAA chose to make this move because they believe that shoppers are attracted to the brand promise. It's not enough for that to come to life only through the merchandise - the clothing, the shoes, the homewear. Rather the brand promise should be an integral part of every aspect of the retail experience.

Paul Alfred Andrews also said "We want to give our customers a uniquely memorable brand experience. With our new Visual Merchandising Retail Design service, they have a fresh new possibility. We want them to feel like they've just stepped into the retailer's brand world. It should be like stepping into their very own "Retail Wonderland" when they've used our service. Trying a new approach is always a risk, but in this case, for the differentiation, it's a risk we believe is worth taking."

Paul Alfred Andrews has been in the retail design business since 1994, working with major brand names including Acrcadia Group, Selfridges & Co. and Liberty. He's an accomplished and award winning Retail Creative Design and Visual Merchandising Director with extensive UK and international experience spanning Fashion, Visual Merchandising, Brand Marketing, Retail Roll out and New Store Concepts. Paul Alfred Andrew's retail designs have been nominated for €œStore Design €“ Next Generation UK" at 2013 Retail Interior Awards and won €œBest International Fashion Interior" at 2011 Retail Interiors Awards. But it's now time to strike out with his own business. From day one, PAA aims to stand out from the crowd, providing its retail business customers with the best possible experience created through cutting edge design values.

PAA by Paul Alfred Andrews, the new Visual Merchandising Retail Design service, is set to launch from 21 October 2015. To find out more about the service and PAA , visit https://uk.linkedin.com/in/paulandrews4