- Client:
- The White Company
- What we did:
- Customer Experience Strategy, Communications Design, Retail Design
- Where
- Norwich, UK
- Awards
- Retail Week Interiors, VMSD
The Challenge
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.
The Solution
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 sense of home
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.
Digital touches
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.
A sensory experience
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.
Introducing beauty
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.
