WHITE CITY windows and store interiors / june 2017 / global-display.co
The windows at Cos whilst never aiming to be in your face, are always worth reviewing as they often manage to combine an elment of playfulness whilst striving for a premium look and feel.
There has been a noticeable blurring of the boundaries between automotive and fashion brands, with this pop-up by DS (part of Citroen) looking and feeling more like a luxury fashion retailer than a manufacturer of cars. Aiming squarely at the concept of a lifestyle brand, it is unclear whether they wish to sell more luggage bags or vehicles? Automotive retailers have been encroaching into shopping centre spaces for some time, and we see this convergence continuing - a way for these automotive brands to sell themselves as much as the product which they offer.
M&S
In conjunction with the recent launch of their next ‘Plan A’ commitments, M&S are shouting loud about their community driven projects, with a simple background folded panel which reveals two different images depending on which side you approach the window from.
Instore this brand utilises it’s high ceiling and perimeter system with set pieces of VM display, framed within the wall bay system and utilising a mixture of both props, graphics and signage.
A simple scheme which is lifted through the use of neon lighting to highlight the plinths and boxes, along with the use of foliage to soften the otherwise harsh grey cubes and deliver a clear message of ‘spring is here’.
Taking the idea of a concept store to the ultimate, this Amsterdam brand have implemented a full on tent within the retail space, complete with vintage furniture and retro inspired lighting.
One of this brands largest stores when completed at over 6000 sq ft the store is being developed in stages, with just over half complete. The cash desks on each floor receive individual treatments, albeit based around a core layout of elements such as a backwall graphic. These architectural treatments assist with customer navigation without the need for giant ‘cash desk’ signs.
The windows feature an abstract installation, with statuesque mannequins standing apart from single figures hidden behind walls some kind of blind date? The projected water effect added some interest to the windows which are otherwise very stark in their use of shape and colour.
NEW STORE
There were many instances of virtual reality headsets being shown at this years Euroshop. The majority of examples were utilised to take users on a walk through of a store environment, a worthwhile tool for those designing and laying out the stores - but for consumers the ‘real’ experience needs to be out of this world in order to keep them entertained.
The main fashion areas featured a grandiose use of mirrored wall panels, increasing the sense of space, although on occasions making the product difficult to see clearly especially in the footwear areas. This is a bold proposition, not only because it will require constant cleaning of fingerprints, but because the mirrors will show any previously hidden details. A bold and ‘bling’ design that lifts the store and certainly adds a sense of occasion to the store experience.
The childrens floor of the store utilises a number of subtle detail changes. Whilst maintaining the basic colour pallete, the angled detail on the wall bays helps to provide a personality for this section of the store. A large carousel inspired installation greets visitors when stepping off the escalator, modernised through the use of mirror finishes and a more minimal interpretation of the traditional faiground ride.
The mens floor noticeably contrasts with the womens floor via the user of darker materials, metalwork and flooring.
ATH-LEISURE There were many instances of virtual reality headsets being shown at this years Euroshop. The majority of examples were utilised to take users on a walk through of a store environment, a worthwhile tool for those designing and laying out the stores - but for consumers the ‘real’ experience needs to be out of this world in order to keep them entertained. In keeping with the popularity of the ath-leisure trend, both mens and womenswear utilised ‘running’ mannequins to display the merchandise.
There were many instances of virtual reality headsets being shown at this years Euroshop. The majority of examples were utilised to take users on a walk through of a store environment, a worthwhile tool for those designing and laying out the stores - but for consumers the ‘real’ experience needs to be out of this world in order to keep them entertained.
There were many instances of virtual reality headsets being shown at this years Euroshop. The majority of examples were utilised to take users on a walk through of a store environment, a worthwhile tool for those designing and laying out the stores - but for consumers the ‘real’ experience needs to be out of this world in order to keep them entertained. Complimenting the core fixtures, the use of feature furniture and special promo fixtures breaks up environment.
There were many instances of virtual reality headsets being shown at this years Euroshop. The majority of examples were utilised to take users on a walk through of a store environment, a worthwhile tool for those designing and laying out the stores - but for consumers the ‘real’ experience needs to be out of this world in order to keep them entertained.
SIGNAGE
Examples of the style of graphics used within the store, and the inclusion of illuminated elements.
The homeware section of H&M is still relatively new to the UK market. This area which is separated from the rest of the store, almost as though it is a concesision, utilises it’s own range of equipment and colour palletes.
These large windows require a lot of content in order that they do not feel empty. The large graphics do this, although there is a still a feeling that there is not much else going on. The mens boxes (similar to Next) feature neon lighting, whilst the womens feature a lighting strip. In comparison to Zara next door, which also utilises a minimalist display aesthetic, but with much more grandiose affect - these windows are not as impactful as the ones often seen in Topshops Oxford Street stores.
Masters of understatment and minimalism this staircase inspired scheme is elevated to a more premium status by the clever use of lighting. With the challenge of 8m high windows this brand shows what can be acheived.
This store features a step change in some of the traditional superdry store environment specifications. The lighting (and ceiling) is noticeably brighter, with less dark timber in evidence and the signage in a bright mirror finish brings a slightly less ‘abandoned factory’ feel to the interior ambience.
There were many instances of virtual reality headsets being shown at this years Euroshop. The majority of examples were utilised to take users on a walk through of a store environment, a worthwhile tool for those designing and laying out the stores - but for consumers the ‘real’ experience needs to be out of this world in order to keep them entertained. The set piece fixture above combines merchandising with VM display - and mounted on wheels which gives the store real flexiblity in location and layout. These kind of ‘see it, like it, buy it’ fixtures have not previously been seen at Superdry and perhaps mark a more commerically driven slant to their store concepts?
There were many instances of virtual reality headsets being shown at this years Euroshop. The majority of examples were utilised to take users on a walk through of a store environment, a worthwhile tool for those designing and laying out the stores - but for consumers the ‘real’ experience needs to be out of this world in order to keep them entertained. Each fixture is being tasked with working harder than ever before. Here a Mannequins are in a semi transluscent finish, moving away from both the mesh tiered table set features both a top rail for hanging accessories, and a side bust forms previously used, and the rusted finish which had been implemented mesh panel for additional product display. by this brand for many years.
There were many instances of virtual reality headsets being shown at this years Euroshop. The majority of examples were utilised to take users on a walk through of a store environment, a worthwhile tool for those designing and laying out the stores - but for consumers the ‘real’ experience needs to be out of this world in order to keep them entertained.
There were many instances of virtual reality headsets being shown at this years Euroshop. The majority of examples were utilised to take users on a walk through of a store environment, a worthwhile tool for those designing and laying out the stores - but for consumers the ‘real’ experience needs to be out of this world in order to keep them entertained.
SPRING SUMMER With just a few props and limited use of the palm tree graphics there is a risk that these windows may feel empty. As per usual River Island have injected a sense of fun with various flamingos dotted about, and the use of tube lighting lifts the mood of the windows somewhat.
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