Luxury retail is renowned for high end design, but it is also a category rife with cliche. As Harvey Nichols embarked on a global reinvigoration of their store concept, they were keen to avoid the usual department store tropes and stay true to their brand values of being witty and fun.
For the Harvey Nichols audience, luxury is not defined by brands themselves, but instead the curated lifestyle they help to create. We knew that the new store concept would have to be designed around these customers rather than branded concessions.
Store of the Year category
the changing room
Our guiding principle was the idea of ‘controlled disruption’ and that helped us to craft a truly unusual store layout. The disparity and eclectic approach to materiality, the contrast between rough and smooth surfaces, the variety and quirkiness of the furniture creates a very unusual, almost subversive design vocabulary.
The generic approach to branding, with no concessions, reinforced Harvey Nichols iconic status beyond labels. This created a significant departure to the typical ‘shop within shop’ approach taken by most department stores today.
//“There are no branded concessions and instead customers are encouraged to meander between brands. There is no walkway for customers to follow.” – Design Week
//“this experiential aspect to the store is now a focus for Harvey Nichols when it comes to bricks and mortar” – The Drum