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Dalziel and Pow’s new store concept for The White Company delivers a lifestyle-led retail experience modelled on a journey through the home. The new 4000 square foot store in Norwich builds on The White Company’s heritage to create an aspirational, carefully curated retail experience worthy of the homeware brand.

The concept’s core principles and design features comprise of: A Sense of Home – Customers discover a series of ‘rooms’ over the store’s two floors, with the architecture and contrasting floor finishes shaping natural thresholds. Found furniture enhances the domestic ambience. An Aspirational Lifestyle – Cross-merchandised products are presented in lifestyle collections for a more intuitive, inspiring way of shopping.

A Sensory Experience – The tonal palette of natural and whitewashed timbers, limestone, wrought iron and polished plaster in whites and greys provides a soft, tactile backdrop. Black keylines add definition. Truth to Materials – From a flagstone floor in the hallway to warm timber flooring and white horizontal planked walls in the apothecary-styled Fragrance zone, each ‘room’ features distinctive materials.

A Crafted Space – Joinery techniques are used on a grand scale; a confident display of bespoke quality and craftsmanship. An Engaging Digital Solution – Using small-scale projection, illuminated messages are applied directly to products including teapots and pillows, expressing a hint of technology in a homely store environment. In the clothing department, a life-size projected canvas is brought to life with nature-inspired moving imagery, while interactive projected characters keep children entertained.

A New Approach to Lighting – The lighting in each ‘room’ is individually controlled, allowing the store to have an adjustable mood-responsive light level for each area. Overall the store creates a mood of timeless, accessible luxury, becoming an antidote to fast fashion and a refuge from the bustling street. Curated, considered, true to the brand and its values, this is experiential retail at its best.

Design by Dalziel and Pow

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