SET- UP | PRO V I DEO RETA I L
THERAPY FOR RETAIL CVP – one of the biggest resellers in the UK –has pushed against the tide of failing high street retail stores by opening its own five-storey shopping experience in central London INTERVIEW
I f you ask equipment buyers what their thoughts about CVP are, you would probably hear about the hugely successful and lively website with hundreds of different product lines vying for your attention. Why then would CVP invest such large amounts of time and money in a bricks and mortar site when retail trends are against the high street? Jon Fry, sales director of CVP, explains: “The concept behind the Newman Street facility is to provide visitors with an engaging, personalised experience in an environment designed to connect creative vision and technology. This permanent display of equipment is a playground where people can come to see, handle and test every single bit of kit required to bring their project to life,” WORDS JULI AN M ITCHELL / PICTURES CVP
FITZROVIA The show room is in Newman Street, W1. The Fitzrovia townhouse offers five floors of production equipment from leading manufacturers, including ARRI, RED, Sony, Canon, Zeiss, Panasonic, Blackmagic and more, presenting an experience that enables visitors to identify a technical solution that will deliver on their creative vision. “From an HDMI cable to large format cameras and everything else in between, this creative space gives everyone in the industry a place to learn new skills and get their hands on all the latest kit,” says Fry. The launch of another space in Fitzrovia was a catalyst for Newman Street. “Last year, we opened a customised site for ARRI where pros could get hands-on with the range in a soft selling environment,” Fry adds.
ABOVE The Fitzrovia Townhouse offers five floors of production equipment.
The Charlotte Street site is also a meeting place for professionals who need a West End base. It was this low-key approach to showing products that appealed to Fry. “We also wanted to ‘show-off’ our exceptionally knowledgeable team members who are on hand at the new premises to advise visitors about the features, functions and compatibility of the equipment for their unique requirements,” says Fry. CVP also wants to expands people’s perception of what it does. “We’re not a stack them high, sell them cheap company. We are now a main service centre for Red cameras and are taking on more service contracts from other high-end manufacturers.”
08 DEF I N I T ION | FEBRUARY 20 1 9
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