The White Company

A lifestyle-led concept store

The White Company
What we did:
Customer Experience Strategy, Communications Design, Retail Design
Norwich, UK
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 White Company projection

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.

TWC0445 XL


Retail Week Interiors Awards 2015
Best Use of Design with Technology In-store
VMSD Retail Renovation Competition 2015
Honourable Mention for Renovation – Specialty Store under 10,000 sqft

What people are saying

This is a ‘gentletech’ approach to digital messaging, which is more charming and homely than simply installing large screens.” Matthew Brown

Let's make something great together. Contact us to start the ball rolling.

Get in touch today:

5–8 Hardwick Street

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