John Lewis Womenswear
Having consulted to John Lewis on a broad range of design issues over the years, we were asked in 2009 to design a new concept for their women’s fashion offer. The brief was to deliver an exciting new concept that builds on existing customer loyalty and supports the brand’s core values. The new scheme offers an edited range of branded and own-brand clothing, providing a point of view on fashion in a truly inspiring environment. At the heart of the concept is a sense of discovery. Geographical breaks and architecture take the place of traditional walkways to provide orientation and to encourage the customer to navigate by exploring a series of rooms, discovering brands as they go.
We have created an intimate and unique feel for each department, whilst still exploiting the drama of the large space. The Designer Room hosts a number of premium brands and Footwear has now become a destination department in its own right.
The branded zones are a clean, blank canvas with selected pieces of own-brand furniture to bring attitude and spirit. The concept applies an editorial approach to large-scale photographs that sets the tone and atmosphere for each department. These elements are set against a backdrop that is sophisticated, relaxed and which feels distinctly John Lewis. The ability to refresh the concept through seasonal treatments and new product is supported by the brand’s reputation for outstanding service, choice and knowledge.
Project testimonial
“It’s about creating an inspirational shopfit.”
