Habitat unveils revamped London flagship
Habitat, the British, Home Retail Group-owned interiors and furniture retailer, has reopened its flagship store on Tottenham Court Road in London after an £1.5m revamp.
The 25,000 sqft. store, which was last refurbished in 2005, has been given a complete re-design by Habitat’s in-house design team led by Creative Director, Polly Dickens, and Creative Manager, Graham Copeland. The aim was to create an immersive brand experience for customers and the store hopes to combine an inspirational in-store experience with digital access points to showcase its recently upgraded website.
The flagship has a new simplified layout and a modern interior design scheme, including a streamlined glass central staircase. It also features a new expansive textiles section, showcasing the full range of handcrafted textiles alongside a new mirrored showcase ‘pop up’ area. This will showcase interior design installations and host customer workshops and events. Another feature is touch screens that are placed throughout the store and link directly to habitat.co.uk, to allow customers’ access to in-depth product information and the full Habitat collection online.
“We wanted to create a flagship that represents our brand today, demonstrating how significantly we’ve moved Habitat on creatively over the last five years,” comments Clare Askem, Managing Director.
“The new store now truly reflects what we stand for, designed in-house by our London studio to embody our values of good, fun design that is unexpected and forward thinking. It’s very different to the Habitat that you’ve seen before and has been an opportunity to re-affirm our identity on Tottenham Court Road as a design brand. There are no gimmicks or distractions here - we’re letting the designs speak for themselves - in terms of quality and price point - in a new store environment where simplicity is key. I think we’ve really successfully brought together both online and offline strands of the business understanding how our customers are shopping today and we’ve set a benchmark for how we plan to evolve the brand going forward combining offline and online retail. For me, Tottenham Court Road is the perfect embodiment of this future multi-channel vision and marks a really exciting new chapter in the Habitat story."
Copyright © 2023 FashionNetwork.com All rights reserved.