We went to see the new Harvey Nichols store that opened last week by Virgile & Partners, part of the new Mailbox development in Birmingham.
Well worth a visit if you are in the area!
The entrance to the store was particularly interesting. Customers enter via a 12m long digital tunnel, with mannequin displays and a ‘style concierge’ on either side. Service seems to be key here – typical cash desks have largely been removed with roaming staff members completing transaction on iPads.
The Beauty department has been placed at the end of the main entrance vista, positioned as a key destination in the heart of the store.
Each department felt boutique and individual, but with an overarching design language that held the store together and felt right for the brand.
The feeling of luxury was translated through the use of materials and high level of finishing in the architecture and fixtures.
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