Parker Pen Company, renowned for their quality
writing instruments, needed a radical proposal to solve the problem of displaying high value
pens in quantity while not harming the pens' upmarket image. Parker approached Goodwin to
produce a merchandising floorcase that would do the job.
Goodwin's visually strong and
technically innovative floorcase uses a patented tile concept to differentiate between brands
and sub-brands. It also gives easy access to the pens while providing the retailer with ample
storage space. New lighting enables customers to see the pens better and appreciate the
subtleties of the various pen finishes.