The store is in the same location as the previous store and is 126 sqm and has been in operation for a few months but is now finally complete. In terms of the store design, the aspiration was to establish a striking & dynamic interior, which elevated itself from the previous store concept and also established its environment confidently within the centre. Bold use of yellow weaves throughout the concept from the arrival entrance, to illuminated signage and graphic category navigation.

We specified a robust shop-fit system to cope with the heavy footfall that the visitor centre receives each year (including hundreds of school trips and thousands of visitors). We exploited the existing ceiling space and used this area for merchandising at high level, expanding sight lines and giving the store a literal sense of ‘space’. Contrasting textures and reflective materials & finishes were introduced to add a technical and tactile quality to the store, whilst the repetitive use of acute angles further establishes the store’s ownable space against some of the softer interior aesthetics located within in the centre.

Playful illustrations and icons aid navigation, such as ‘Just Landed’ to promote the store’s latest product ranges. We designed a concept which offers total flexibility; allowing the store to be opened up during busy times and also re-merchandised with ease when staff want to change up the product offering. Despite on & off access to the centre, due to various construction works over the past 6 months, the store’s spend per head is up 6-7% on average compared to the previous store. We expect this % to rise during the latter 6 months of the year.

Designed by Mynt
Photography by Gary Summers / SMD Photography