GuihenJones has created a hub for the world famous For Dummies brand in the Sydney Dymocks flagship store.

The success of the iconic For Dummies brand of instructional books is that they have always been easy to find on the shelves., however, in a store as large as Dymocks Sydney, they were getting lost in the crowd and needed to stand out without compromising the heritage status of the building.

The brand wanted to match the strength of the brand with a strong instore presence evoking a sense of fun and quirkiness. Utilising the For Dummies black and yellow colouring, the ‘Dummies Man’, and the brand’s distinctive typography, GuihenJones transformed a space within the iconic George St store into a visible and vibrant magnet for knowledge thirsty shoppers.

The installation uses digital signage to enhance the overall customer experience, with visually-led, interactive LCD screens stationed in the centre of the display as a further source of customer education and to promote For Dummies core brand offer.