What does it mean, absolutely nothing, but what's its going to mean is style. I want this store to be like the coolest apartment. I want people to come here and be able to chill out and relax when they are shopping. I don’t want it to just look like another typical shop in Covent Garden...its about people...its about how they travel through our space and experience it.
The Challenge...The client came to us with the concept of creating a space in which everything was for sale, though primarily a clothing company, they wanted to be able to offer customers a total shopping experience, from the clothing they wear to the sound system they listen to the furniture they sit on. The store was to be a complete environment considered in every detail.
The Solution...The main objective of the design was to avoid creating yet another standardised retail store format. The principle idea behind the store is to constantly vary the main furniture pieces used within the retail space. To allow the environment to constantly evolve and provide a stimulating store to visit to repeat customers. The main pieces were selected with which the core product of clothing could be merchandised on. Permanent changing rooms were avoided in favour of fabric ones that both enabled and encouraged the space to change. Having stripped out the entire space and replaced the floor it was decided to remove all the plaster and return the space back to the original brickwork. The rear windows were converted and enclosed to create display space and the fireplaces were to take digital screens to act as either aquarium of fireplaces. A bespoke retail system was developed using solid timber with concealed fittings located within the brickwork. The project took 6 weeks from start to finish to complete. Insight...The basis of this concept provides for an interesting scenario as the store was effectively all for sale from the fixtures to the images on the walls even to the cash desk & sound system and effectively the retail system was to be available to customers, effectively ruling out a standard off the shelf system. As such what was required was effectively a blank canvas to be able to place objects which could merchandised the apparel side of the business on and limited retail fixtures as effectively the client wanted to be able to offer every item with the store for sale, and avoid being constrained by fixed items. Further more it was vital to be able to change the entire retail space via the ever-changing furniture that was being sold and not be tied to one layout.
Type.............................................Retail Design Year................................................................2011 Location.................................................London Client..................................................HighJinks Agency.............................................................n/a Role.......................................................Designer Value.............................................................£80k

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