Development of a flagship store
Accessorize virtually invented stand-alone accessory retailing and the sheer volume and depth of its product range present the ultimate density challenge. The retailer looked to JHP to create a store format that delivered high volumes of sales from a small selling space. After an extensive struggle to 'thin out or rationalise' product display, JHP struck upon a novel solution – ‘stuff more in!’. Accessorize is every little girls' mother’s dressing table. The more that's available the more they'll put on. The amazing success of the resulting store concept gave rise to dreams of ‘flagships’ with new and exciting product categories. However more product requires more store, and the challenge for JHP was to produce a flagship experience that would simply ooze merchandise and the possibility of discovering that special something to complete a look like no other.
JHP worked closely with the Accessorize team at each stage of the project. The flagship store at Bluewater showcases every product in the best possible light, with a strongly defined but neutral background, enabling each product to be a hero. Lowered cream ceilings create rhythm and architectural definition throughout the customer journey. Mini product worlds are created, like a creative bazaar, encouraging customers to linger as they browse through the colour co-ordinated merchandise. There is a surprise around every corner but despite being such a heavily merchandised store, the carefully constructed interior and shop-fit avoids overwhelming the customer. The newly introduced product ranges of Boutique, Lingerie, and Footwear, all higher ticket items, are integrated in the store with the original ranges, seamlessly mixing value with luxury/treats. Every physical element of the new store concept, including the ceiling, counter service and windows is used for selling product. An important part of the shop-fit was the ceiling grid that enables ‘hero’ products and visual merchandising displays to be suspended from the ceiling. This movement of merchandise really adds to the sense of store’s retail theatre. The brand identity is framed by a subtle, almost subliminal pattern born directly from the identity itself. This is repeated on the cash desk reinforcing the general 'celebration of density'. The introduction of ‘jeweller’ style displays at waist height in the windows meant the retailer could achieve high levels of merchandising at a presentable level. This also freed up room within the windows for the big hitting campaign model graphics, for which Accessorize is famous. Enveloping the window is the JHP designed ‘Halo effect’ on the shop front - a real beacon along the customer journey within Bluewater. After all less is boring but more is so very much more!
In addition to setting the standard in designing for a densely merchandised store, creating a destination shop for accessories, and translating a successful format into a flagship, the following are actual comments from the Customer Feedback book from the store in Bluewater which support why we believe this project should win.. ‘Sparkle, sparkle and more sparkle! Great!’ – E. Dicks, Billinghurst ‘Excellent store! Magpie heaven!’ - K. Hill 11/11/05 ‘The best Accessorize I have ever been in!’ – T. Forbes Dartford ‘Aladdin’s cave. Wonderful!’ - C. Barnett, Hurst Green, 10/11/05 ‘The wow factor. It’s great, so different, well done!’ – Sue Bell, Snodland, 12/11/05
Tags:flagship store retail interiors design