Our new store concept for The White Company in Norwich delivers a lifestyle-led retail experience, modelled on a journey through the home.

Taking cues from the brand’s heritage as a homeware brand, customers discover a series of ‘rooms’ across two levels, with the architecture and contrasting floor finishes shaping natural thresholds. Cross-merchandised products, presented on domestic pieces of furniture, create lifestyle collections that inspire the customer to shop in a fluid and intuitive way. The tonal palette of natural and white-washed timbers, limestone, wrought iron and polished plaster marks a change from the brand’s typical white box interiors to present a more tactile, inviting and aspirational space.

Overall the store creates a mood of timeless, accessible luxury. Curated, considered and remaining true to the brand and its values, this is experiential retail at its best.