Global design agency Checkland Kindleysides has created a boutique retail concept for Coast that embodies what it means to feel beautiful, modern and feminine. The new concept has been designed to encourage new and existing audiences to reappraise the brand.

Everyday glamour: no longer defined by just occasion wear, Coast’s new store concept celebrates beautiful, versatile product that seamlessly transitions from day to night. This is about redefining the rules of dressing up and giving women an excuse to feel glamorous every day, no matter the occasion.

Sophisticated Product Backdrop: inspired by the idea of “getting ready”, the design concept takes cues from a domestic dressing room. A neutral, calm colour palette is communicated through a blend of textured materials that transform the store into a sophisticated product backdrop. This is a soft take on the subtle contrast of light and dark, channelling the transition from day to night, and the versatility of their product.

The Dressing Room: as the go to destination within the store, the “Dressing Room” is bigger than a typical high-street changing room; this is a space designed to empower women and allow groups of friends to try out new pieces together in a lounge-like environment. Shoppers are no longer restricted by the boundaries of the physical store, as they have access to the entire Coast collection, including exclusive online pieces via iPads that are integrated into the space.

A timeless retail signature: this concept establishes a timeless retail signature for Coast that is adaptable across different formats. The concept was launched the Metrocentre, Newcastle and will be applied to all stores and concessions both in the UK and internationally over the next 2 years.

Design: Checkland Kindleysides
Photography: Marcus Peel