The space – located in Next at the Arndale Centre – evokes a classic art deco hotel lobby with its bold geometry and gilded finishes, in a evolution of Lipsy’s ‘Luxe’ retail concept.
Playful and quirky nods to the retro theme include bellboy rails, a gold Toblerone bar that spells out ‘concierge’ and a bell on the cash desk. Large-scale graphics and props such as books bring a domestic, lifestyle-led feel to the space.
An internal window column has been designed to capture shoppers’ attention, displaying mannequins on multi-height plinths alongside inspirational fashion imagery. This is joined by high-impact VM inside the store: an in-the-round central feature of gold powder coated discs and rails, on which key seasonal clothing and accessories pieces are showcased.
Lipsy’s shoes and accessories offers are represented in-store for the first time. A gold metallic feature wall and padded pale pink seating create a luxurious, plush backdrop for this department, and key products are displayed on bespoke illuminated stands of white marble porcelain.
The addition of innovative digital elements heightens engagement with Lispy’s tech-savvy female customers – digital wardrobes fitted with iPad-sized screens play a seasonal lookbook and rolling content relating to nearby product. There is also a large screen on the storefront to attract passing shoppers.
This Lipsy concession is part of our major redesign of the entire Next flagship, which has seen three-floor store transformed into a social, experience-rich lifestyle destination. It is joined by an array of other complementary concessions, from a Gino D’Acampo My Prosecco and Pizza Bar to a Paperchase stationer’s and Ford car showroom.
Keith Ware is once again judging at the VMRD Awards.
We’re looking for a Senior Creative Strategist to join us.