Traditionally known for office, hobby and writing products, edding set out to reach a new audience by positioning its products within the world of home, decor and DIY. The challenge was to create a retail experience that clearly demonstrated versatility and ease of use, without feeling technical or instructional.The shop-in-shop needed to inspire experimentation, lower the barrier to creativity and fit naturally within the Loods 5 environment.

Tchai developed the concept in close collaboration with Edding, focusing on hands-on inspiration and visual clarity. The display was designed to guide customers step by step, from inspiration to application, showing how simple actions can transform everyday items. Material choices played an important role. The unit was crafted from cardboard, underlining eco-conscious thinking while proving that sustainable materials can still deliver strong visual impact.

The shop-in-shop features an inviting, neutral base with tubes as a recurring design element. From Edding’s palette of over 50 colors, three trend shades were selected to define the space and create visual focus. An island layout leads visitors through the unit towards the back wall, while a digital screen provides inspiration, tips and ideas. Real-life examples demonstrate how edding spray paints, chalk markers and lacquer markers can be used; from refreshing vases and furniture to personalising everyday objects and seasonal decor.

• Inspiring edding shop-in-shop launched at Loods 5
• Clear demonstration of DIY and home decor applications
• Sustainable display concept crafted from cardboard
• Strong visual identity driven by trend colors and materials
• Expanded reach by attracting a new lifestyle-oriented audience

This project shows how retail can lower the threshold to creativity. By turning products into ideas and inspiration, Tchai helped edding enter a new category — transforming everyday objects into personal statements and bringing the brand closer to modern, design-conscious consumers.