We partnered with M&S to reimagine the Home, Beauty and Kids destinations in the transformed M&S Pantheon Store on Oxford Street, elevating traditional retail environments into refined, sensory-led experiences.
Moving away from classic department-store merchandising, the new spaces are grounded in lifestyle-led storytelling that celebrates quality, trust, and British heritage.
M&S Home has been transformed into a series of curated product stories that recreate the authentic comfort of a domestic environment. Customers journey through beautifully designed zones, transitioning from a contemporary kitchen featuring a central island to an aspirational bedroom display.
The environment grounds itself in a neutral backdrop enriched with warm wood tones and sharp black outlines for a modern contrast. Heritage-inspired library elements and domestic furniture accents encourage deep exploration, while a monolithic sink installation in Bathroom and a laboratory-style play table in Home Fragrance invite shoppers to immerse themselves in the theatre of fragrance and explore the M&S Apothecary range firsthand.
Whether it is the tactile experience of the bedding library or the visual impact of the contemporary architectural details, every design choice was made to enhance the sensory journey of the shopper.
This focus on slow discovery is also present in the newly unveiled Beauty Room. Bringing together an elevated edit of premier third-party brands like Estée Lauder and Clinique alongside trusted M&S ranges, we designed the space for a highly premium, personalised experience.
The Beauty Room design pairs a refined limestone palette with tactile, textured materials and a soft, washed-light perimeter that radiates warmth. Fragrance, skincare, and haircare lines are beautifully showcased around the room, inviting customers to slow down and browse in a calm, welcoming atmosphere.
M&S Kids has also been refreshed to bring distinction and personality to the baby and footwear zones, whilst ensuring they still feel modern, timeless, and integrated.
The baby department introduces an immersive 'room within a room' concept built on textured and recycled materials. Architectural wooden arches soften the space, including a smaller interactive arch tailored for children to playfully enter the space, complemented by soft displays and feature pendants.
A central column display incorporates built-in seating, while green accents throughout act as a neutral colour that nods to the iconic M&S brand identity. In the footwear section, the focus shifts to timeless displays elevated by green upholstery. The layout strikes a perfect balance between high-density product capacity and prominent, hero anchor moments.
By combining thoughtful interior architecture with interactive, tactile elements, the new spaces successfully elevate the everyday shopping experience at the M&S Pantheon Store into a premium journey of discovery.
The M&S Beauty Room opened in January 2026 and M&S Home and Kids opened in The Pantheon Store on Oxford Street on 13th July 2026.
Anna Sanders, Associate Creative Director, Dalziel & Pow:
“We are so proud to have worked with the M&S team to deliver these experiences across the Pantheon store. This is an exciting launch for M&S to deliver such an iconic and elevated store concept on Oxford Street. Our brief was to deliver a Home space that resonated with their customer but was still aspirational. Considered lighting and material choices were key in creating a space with a warm domestic feel. We love the simple elegance of The Beauty Room, which showcases the many beauty brands. The clear visual hierarchy creates an intuitive shopping environment, allowing customers to navigate the space easily.”
