Stores must perform as more than just selling spaces to maintain their relevance in the multichannel era; adding hospitality to the shop floor mix is a key way to increase dwell time and to bolster the brand message. Recognising this, Debenhams required an exceptional dining offer for its new flagship experience.
Oxford Street, London; December 2013
D&P has been heavily involved in the £25m modernisation of Debenhams’ Oxford Street flagship, also devising a new in-store hospitality concept for the department store.
There’s a family restaurant on the Children’s floor offering traditional British dishes, a fast-service café beside Young Fashion emulating the pace and vibrancy of a high-street operator, a female-focused premium bistro alongside Footwear and Lingerie in the basement, and a ground floor coffee shop that pulls in external, on-the-go customers.
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