Design: Dalziel & Pow
Opening date: September 2018
Store size: 3,695 sq m
Next has opened the doors to its new store at 120 Oxford Street, following the reconfiguration of the former Plaza Shopping Centre undertaken by Colman Architects. Designed by Dalziel & Pow, the new concept and experience invites customers to be ‘in the moment’ with Next and each visit becomes an occasion. Focused on community and inspiration, it sets out a strategy to captivate existing customers as well as engage new audiences. The store also establishes new brand partnerships, commercial opportunities and an innovative way of thinking about retail-leisure formats.
A revised layout encourages shoppers to break predictable missions and brings products to life in fresh contexts. Categories are cross-merchandised and enhanced by tailored service offerings and concessions including Costa, Paperchase, Lipsy, Clarkes Shoes and Hema. The result is a multi-faceted lifestyle destination for the whole family.
Vision and openness is key across all departments encouraging exploration through the store. Large format digital and light boxes have been added to intuitively sign post sub-departments, displaying inspiring lifestyle imagery. The fitting rooms offer a dedicated seating area for partners with refreshments.
Next continues to use high quality materials, elevated further in the new Oxford Street store. The women's department has an Art Deco feel and references the architectural history of the building, paying homage to the original Bourne and Hollingsworth Department Store that occupied the site from 1894-1983. A mix of traditional and contemporary marble floor treatments contrast warm timber plank and coloured polished plasters, complemented by dark and brass metalwork fixtures.
The men's department has a more contemporary feel. With open sight lines and suspended signage, customers can browse Next’s edited range in a more inviting, dynamic environment. Rugs give the space bright pops of colour and dark metal crittall pelmet highlights the department all contrasted by deep blue in customer touch points.
Framed art prints, mid-century furniture and herringbone timber flooring enhance the men's cash desks and fitting rooms.
Bold colour treatments in the Children’s department create intuitive rooms, which are complemented by soft oak timber, while a pop of colour by the cash desks creates a sense of playfulness.