Design: Draw Creative
Opening date: August 2017
Store size: 213 sq m
British womenswear brand Phase Eight has unveiled a fresh store concept at Rushden Lakes, a new shopping centre development in Northamptonshire. The retailer worked alongside Draw Creative to help the brand make a physical re-connection with its customers and create a fresh approach to product presentation.
'Draw identified an opportunity to reintroduce the brand and its beautiful exclusive product to both existing customers whilst inviting new. Draw's objective was to bring the heart of the "boutique" back to the interior environment, rationalising the existing fixtures, developing new and offering a canvas on which the brand can flexibly create, curate and showcase collections,' says Jessica Codrington, design director at Draw Creative.
The brand also wanted to align the store interior with the current online and marketing message, and showcase the new rethought logo.
'We wanted to keep the colour palette as light as possible to enhance the strong colour and varied patterned fabrics of the products, but keep a minimal tonal range and textural rhythm to add warmth and reflect the brand's tactile quality,' says Codrington. 'Warm whites, subtle panelling details and micro cements provided a soft backdrop for the product. We retained elements of the brand's familiar brass fixturing but broke this up with soft confident blacks on fixtures and sisal carpets, playing with fixturing heights for interest.'
The fitting rooms and personal shopping room were a luxurious addition to the concept, with full height three-metre soft wool curtains and elegant three-sided mirrors to give customers their own personal dressing rooms. Large fitted black sisal carpet on the sales floor distinguishes zones through the store and angled full height black fins obscure the journey through the store.