News

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

Drapers
GDR

arrow-down icon arrow-left icon arrow-right icon back icon button-box_2_blocks icon button-box_3_blocks-c icon button-box_3_blocks-d icon button-box_3_blocks-stacked icon button-box_3_blocks icon button-box_4_blocks icon button-box_5_blocks-alt icon button-box_5_blocks icon caret-down icon close icon d-p icon dot icon dots-column icon dots-nine-01 icon dots-trio icon facebook icon fast-forward icon forward icon hamburger-cross icon hamburger icon instagram icon letter icon link icon linkedin icon mail icon pattern-dots-white icon pattern-dots icon pattern-smile-white icon pattern-smile icon pattern-wave-white icon pattern-wave icon pattern-zig-white icon pattern-zig icon pause-button icon pink-waves icon play-button icon rewind icon search icon smile-column icon smile-trio icon squares icon twitter icon wave-column icon waves-citrine-line icon waves-citrine-square icon waves-rect icon waves icon youtube icon zig-line-pink icon zig-line icon zig-square icon

Show:
Searching...