The objective was to inject a renewed vitality and relevance to the brand, a fresh sense of excitement and creativity. The aim was to create a contemporary and imaginative boutique environment, moving away from a department store approach, revitalising and bringing to the surface the intrinsic values of the brand: style, daring in delivery, creativity and wit.
The key idea was that of “controlled disruption”, as the free flow store layout, the disparity of materials, the contrasting rough and smooth surfaces, the variety and quirkiness in the fixtures and furniture design create an unusual, almost subversive new vocabulary. The generic branding reinforces the iconic nature of the brand and creates a significant departure from the typical “shop within shop” approach taken by most department stores today.
Digital interactivity has a strong practical presence, but it is the overall design approach and services that leads the experience. Harvey Nichols Birmingham has won the Retail Week Award 2016 for Best Store of the Year and the Retail Excellence Award at the Global Retail & Leisure International RLI Awards 2016.
Design: virgile + partners
Add to collection