BHS
We were briefed to design a new concept for BHS, showcasing in-house and external brands equally, in a credible and contemporary department store environment. The core aim was to attract a younger customer, without alienating the existing clientele.
The concept creates a strong and dramatic architecture, which draws the customer into the space. Departments, including men's, women's, children's and home, work off the same architectural principles, allowing flexibility to the store in the future. Ceiling architecture delineates the circulation of the store, aiding navigation and creating a shop-in-shop feel.
A key element was the design of a striking new identity, including a clean bold logo, which deliberately moves away from the script logotype of old. A strong corporate colour palette of warm red and grey enhances this statement and is used across signage, creating a clear and legible signage system. This traditional brand now feels contemporary and modern, with a much enhanced scheme which raises the bar for future openings.
