Creating your dream kitchen

Store Experience - Store Communication


Established in 1918 as a joinery business, Magnet has a rich history in the UK. Owned by Nobia, a leading Scandinavian kitchen manufacturer, the business has ambitions to rebuild Magnet’s brand reputation as a leading supplier of premium kitchens and lifestyle solutions.

Magnet and Nobia approached 20.20 to help create a warm, friendly, inspirational, multi-sensory shopping experience, that enhances the brands’ unique service proposition, by offering design and installation expertise to both consumers and trade professionals. 

The concept needed to clearly differentiate Magnet from their competitors, building on the strengths and attributes of the store’s local knowledge and trade relationships; combined with the quality, reach and competitiveness of a national chain.

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20.20 worked closely with the Magnet team and stakeholder group to design a new store experience and showroom façade, to elevate Magnet’s position in the kitchen retail marketplace.

With a new deep blue and timber façade, the store interior now consists of distinct zones that enable the shopper to imagine and explore options for their bespoke kitchen interior. With attention to detail, each kitchen display offers real home solutions, from large scale opulence to compact living for city lifestyles, along with a working kitchen for customer hospitality, events and demonstrations.

The customer collaborates with one of the in-house designers throughout the process, from design to implementation. Customers can interact with the designers in the Design Studio and online, using 3D design tools to visualise, develop and implement their dream kitchen.

The Design Studio is adjacent to the Styles and Materials lab where customers can set out and choose from the latest colours, materials and finishing touches for their home – with national and independent brands offering everything from flooring solutions, worktops, to appliances and accessories.

New communications and digital brand stories celebrate colleague expertise and experience, throughout the customer journey, and introduce customers to trade professionals to complete their projects.

There is a dedicated Trade area, representing around 15% of the in-store space, with open access to the showroom aimed at encouraging those charged with installations to use the store and to encourage their (local)customers to explore the range. The trade area is a working environment where professionals collaborate and interact with other specialists and build rewarding relationships with the Magnet Trade team.

“Understanding that each customer will likely visit a store multiple times, for long periods of time, means we have to excel in Hospitality, Ease of Use, and Quality Inspiration, at each stage of the customer journey”
Dan Josefsberg, EVP Product, Marketing & Sustainability


The refurbishment of the 765 sqm store in Stockton is the first of six pilot sites, which aim to reposition Magnet as the UK’s leading mass-premium kitchen supplier, by creating an outstanding showroom and trade experience.

Media and trade publications have been giving positive feedback, as the new stores are tested for customer satisfaction and sales performance. More to follow.

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