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Curated inspiration and a stronger Scandinavian identity define Dalziel & Pow’s exciting new store concept for Danish furniture chain JYSK. Debuted in Horsens, Denmark in November 2015, JYSK plan to test the new concept for future stores across JYSK Nordic, which operates 1030 stores in mainland Europe and the UK. The concept will further translate JYSK’s strong brand presence, across both established and developing markets. Dalziel & Pow carried out a total redesign, from store planning to graphics to improve the customer experience across all 1030 stores.

Organized into four clearly defined categories – Sleep, Home Accessories, Furniture, Service – the space has a more contextual, lifestyle-driven layout, while retaining product density. Inspiring VM sets spotlight ‘Our choice’ from JYSK’s buyers, and the entrance walls showcase top offers of the month. Racks of samples make it possible to feel the difference between many of the items. Graphics play an integral role informing the customer’s journey through the ranges. There is a new suite of icons with a recurring speech bubble symbol and a useful quality rating system basic, plus and gold. Buying guides for everything from mattresses to curtains have been simplified.

D&P also created a suite of bespoke brand patterns for each department as well as heritage and service messaging. The Scandinavian palette combines oak and larch wood finishes, white lacquer and woven textiles with a touch of JYSK’s brand colour. Signage is inspired by pinboards, with lettering pegged onto timber boards. The store concept is designed to be easily adaptable, for different European markets as well as varying collections or seasons. For example, garden furniture, one of JYSK’s most important categories, can be brought to the forefront of the space in summertime.

Michael Lauritzen, retail designer at JYSK, said: “In Horsens we try to gear the shopping experience to the needs of our customers so they will get the most out of their visit. The store will have more in common with the customer’s own home than our current stores have. Furthermore, it is important for us to convey our Scandinavian heritage, both here in Denmark and especially in the rest of the world. JYSK in Horsens will provide us with a better understanding of what our customers want and what works best, so we in the longer run can implement the concept in other stores. Of course, the great offers that JYSK is famous for will still be at the centre of our attention.”

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