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‘The Event’ is the essence of this concept – a deconstructed, dynamic space that feels like being at a fashion show or art gallery. It begins with an 8m high atrium where a troop of mannequins stand on a circular plinth, while louvred ceiling spotlights give the sense that customers are on stage themselves. Playing with proportion and scale, we layered huge photographic panels and lightboxes with geometric frames.

Where, When

Bullring, Birmingham, UK / March 2015

About the client

River Island is a fast-moving fashion retailer with over 320 stores in Europe, the Middle East and Asia. Dalziel and Pow has a long history of working with the brand – dating back to 1988 with the naming and creation of the River Island brand and it’s original colonial store concept.

A bit more detail

The open entrance stretches back visually to the high level graphic on the upper level, in effect creating a 12m deep window presentation, which will be updated on a seasonal basis. The 23,000 sqft space brings an exciting sense of discovery – revealing and concealing different perspectives as customers explore. Straight lines are eliminated in favour of leaning mirrors and irregular, angular fixtures. The catwalk-style changing rooms feel more integrated in the main store, while personal shopping and styling advice are available at Style Studio – River Island’s first-ever VIP fitting room.


The material palette juxtaposes urban and luxury, employing poured resin alongside real marble and raw plywood against polished brass. Created in collaboration with River Island’s in-house team, the design embodies the 'wow' factors that have always been in the brand's DNA in a modern, easily updatable way. The brave new concept is already influencing the brand with further stores planned to open with this approach in 2015.

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5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117

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