Aurum Holdings launched its new boutique.Goldsmiths concept, designed by Green Room, in six prime retail destinations across the UK. The design puts younger, trend-driven consumers centre stage, giving them an aspirational and glamorous retail experience. The space is inviting, modernised and bridges the gap between fashion and luxury.

The boutique.Goldsmiths design embodies the monochrome colour palette and glossy aesthetic of the re-brand. The interior took reference from world leading high-end boutiques and replicated the feeling of elegance. The growing male interest in lifestyle accessories and insights into how couples shop together also helped form the rationale behind the repositioning; to be modern, inclusive and gender neutral.

Mike Roberts, Chief Creative Officer at Green Room comments “Our redesign of the trend-driven, fashion jewellery boutique.Goldsmiths is stylish, luxurious and works to seed a love of watch and jewellery purchasing amongst a younger target audience.”

boutique.Goldsmiths provides an interior in which collections from brands such as Swarovski, Michael Kors and Olivia Burton can shine. Each brand is designated an area in which they can be distinct while also being enveloped within the smooth overall experience of the boutique.

To accommodate different brands side-by-side, a flexible, modular layout with distinctive lighting has been designed. The free-standing bespoke display cases also enable brands to be relocated in-store with ease, supporting flexible content curation around new releases or latest trends.

The jewellery and watch collections displayed in boutique.Goldsmiths do not carry a luxury price tag, but the experience that browsing customers enjoy is opulent and premium, while simultaneously being informal and laid-back due to the friendly sales culture and excellent service.