With the shop-in-shop solution that has already been placed in four European countries since 2009, Proctor & Gamble underlines the leadership claim of Gillette. The secondary placement uses high-quality material effects and establishes a “customer journey” that guides the shopper from the striking initial impression to an interactive product experience and a clearly structured display of the range. The design takes brand equity into the third dimension. It creates a male shopping experience, and its modular character gives it the flexibility to be adapted to the respective requirements of the trading partners.