Posts Tagged ‘Dalziel and Pow’
The design is bright and fresh, with a dynamic monochrome palette that frames the stock perfectly. A lighter feel has been given to the space to appeal to the female customer and a strong sense of femininity and fashionability is revealed through the bold communication, which promotes the brand and its attitude with a new confidence.
The concept centres on two bold feature boxes, which have landed in the store. The large, freestanding architectural boxes communicate the brand colour on the outside and have a contrasting internal lining, which either responds to trends to create a fashion space, or becomes softer to the rear to form a more discreet lingerie area.
The latest incarnation of Next’s evolving concept can be seen in the high profile, recently refurbished and expanded Trinity Centre in Leeds. The 3,200 sqm store features new concepts for men’s
and childrenswear, as well as an updated women’s and home concept – all developed by Dalziel and Pow in conjunction with the in-house team at Next.
The departments are carefully planned to take into account their adjacencies and encourage browsing and cross-selling. Each floor has a square raft of solid ceiling, surrounded by an open ceiling around the perimeter that pushes out into the corners. Walking around that square central zone without the aid of a walkway creates an intuitive circulation that has become a brand signature.
Each entrance to the store creates a different atmosphere. The main Oxford Street entrance arrives in the atrium with a digital lift wall, which focuses on high level vistas of VM and digital display. Another features a recreated ‘tube carriage’ display wall that promotes different looks, combining digital display with key product lines.