As part of our ongoing relationship with Next, we have been working to further develop their Home concept and department creating a simpler, more contemporary space, which recently launched in a new build location in Luton, UK.
The concept is more open and spacious, making it easier to navigate through the offer. The presentation of the breadth of the product range has become clearer, with more cohesive architecture and refined roomsets. This is further supported by clear presentation of customisation offers alongside supporting merchandising and lifestyle photography.
The concept retains its domestic feel but with a more contemporary and flexible approach, aligning with the wider fashion offer that sits alongside the department.
Localisation touches are also incorporated into the concept, with messaging such as ‘Hello Luton’ and a graphic treatment referencing local landmarks.