A lifestyle-led concept store
Opening a new store in Norwich, The White Company wanted to stand out on the local High Street. It had to be a concept that encapsulated the brand’s premium lifestyle image.
We created a lifestyle-led concept store to enhance the brand’s aspirational positioning. Modelled on a home, it offers a retreat from the busy High Street where shoppers can browse in an intuitive, tranquil setting.
A series of ‘rooms’ over the store’s two floors takes customers through lifestyle collections for a more inspiring way of shopping. The architecture, interiors and furniture make for a welcoming, homely environment.
To maintain the homely store environment, digital touches needed to be subtle and refined. We created bespoke designs, text, and animations and projected them onto surfaces in select locations around the store for an intimate, elegant, and magical effect.
The store’s palette includes natural and whitewashed timbers, limestone, wrought iron and polished plaster in whites and greys, creating a soft backdrop. This marks a change from the brand’s typical white box interiors to make for a more inviting space.
The Norwich store was the first to introduce The White Company's new beauty offer. To show off the range, products are displayed in a considered manner and customers are invited to test out samples.
“ This is a ‘gentletech’ approach to digital messaging, which is more charming and homely than simply installing large screens.” Matthew Brown