We’ve been appointed to design a new store concept and brand refresh for Swedish watch and jewellery retailer Ur & Penn.

Already an established brand, the investment in design is set to boost its appeal across a wider customer base and challenge perceptions, with a move towards a more premium feel, while holding it’s value appeal.

The new concept gives Ur & Penn a fashion edge, building around the idea of “a celebration of individuality”, a concept that enables Ur & Penn to tell individual brand stories. The diverse product mix provides customers with infinite possibilities in self-expression and the new concept builds on that.

The first store will open in Gothenburg in early 2016.

Felicity Pogson, Associate Design Director, Dalziel & Pow said: “This is an exciting time for Ur & Penn. We’ve worked closely together to understand their ambitions; the new approach will reflect that, giving them a clear platform to build their brand and offer in the future.”