Warehouse unveils new store concept
British high street brand Warehouse has presented a new store concept at its London Argyll Street home. The new design is planned to be rolled out to further locations and different formats both in the UK and internationally.
The new store concept, developed by Warehouse Brand Consultant Alasdhair Willis and esteemed designers Checkland Kindleysides, incorporates the city as a key element, with the product merchandised against building façades that are created from authentic materials and bold yellow street markings guiding customers through the space.
“The store interiors reflect the new brand mission which is 'Warehouse curates the city,’ using the urban environment and experience as our brands palette with the collision of materials, textures, facades and discovered spaces for all that we do. This will engage our customers with a rich and unique experience that is truly reflective of the new Warehouse proposition,” says Warehouse Brand Consultant Alasdhair Willis.
The 251 sq mt store uses a variety of materials to create a dynamic and layered environment that fuses modernity with a gritty urban character. The colour palette includes primarily urban and moody tones, as well as bright accent colours including yellow and blue.
Additionally, screens located at the entrance and back of the store showcase a series of digital content, including birds flocking from the first screen to the interior and seasonal brand campaigns. Light-boxes are scattered around the space providing visual backdrops of city scenery and skylines to break up the merchandising and to reinforce the sense of being between spaces.
The new store concept forms part of a wider re-launch strategy under the direction of Brand Consultant Alasdhair Willis and Design Director Emma Cook. The new Warehouse proposition, identity, and product handwriting alongside new store concepts and brand digital experience will take effect from September 2016.
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