Bringing theatre in store

Designed by Dalziel and Pow, River Island's new store in Birmingham’s Bullring brings the sensation of being backstage at a fashion show to shoppers.

Dalziel & Pow
By Dalziel & Pow
Posted 02. 04. 2015
NEWS birmingham river island featureimage03

Our design concept for River Island’s new store in Birmingham’s Bullring Shopping Centre brings shoppers the sensation of being backstage at a fashion show.

Closer to the aesthetic of a luxury flagship or art gallery than a high street store, our stripped-back, deconstructed concept is a radical departure for River Island. Customers enter into an eight-metre high atrium space where a troop of mannequins stand on a central, circular ‘stage’. Instead of straight lines, the design emphasises angles and proportions; segments of wall and huge panels slice through the space, with layered, large-scale photographic panels and mirrors leaning against the walls. A louvred ceiling of spotlights and neon brings the feeling of being on stage when inside looking out.

The two-floor site sits next door to the old River Island store and is double its size, comprising Men’s, Women’s and Kids’ departments.

More pictures to follow shortly.

Read our coverage:

Retail Week
Design Week
Retail Design Blog


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