John Lewis is a long-standing fixture of the British high street with 150 years’ heritage. We’ve worked closely with John Lewis over the years on a number of exciting projects, evolving the brand as it navigates shifting retail landscapes.
From planning and designing boutique stores to reimagining departments and crafting a suite of communications, we’ve created branding and spaces with distinct identities, successfully positioning John Lewis as trusted experts within the market.
John Lewis debuted a new model in Exeter in 2012. Half the size of its usual destinations, the 65,000 sqft store still offers John Lewis’ whole range through slick showrooms where digital terminals allow customers to buy online. Products are grouped into shops-in-shop, giving the feeling of a series of boutiques. The concept has also been replicated in other cities.
We redesigned key departments to emphasise the brand’s service and style credentials, creating a series of contemporary spaces with more intuitive navigation and distinctive identities.
Play and practicality come together in the new children’s department which flows around the fourthfloor of the Oxford Street store. Shoppers are taken through the different product zones, from fashion to nursery to toys and crafts, each with their own unique design and merchandising method. There are useful features such as internet terminals where customers can search for and order uniforms for specific schools. There’s fun to be had too – an oversized magnetic book allows kids to compose their own story.
The concept elevated the department and encouraged a sense of discovery, creating an intimate and unique feel for each section whilst still using the drama of the large space. Gone are walkways and obvious signage; instead, bold fashion imagery and architectural elements signpost each zone, including a gold backdrop for the Designer Room and bleached timber for the Denim department.
Through a reimagined brand environment, clearer product presentation and emphasis on service proposition, our Westfield concept boosts John Lewis’ credentials within the Consumer Electronics sector. Natural materials are used throughout the space to create a warm, contemporary environment, helping shoppers see how the tech will look like in the home.
“ The concept of a flexible department store format allows us to target developments that may not have been seen previously as viable.” Kim Morris
Head of Retail Design, John Lewis