Development of Myla's first flagship store
JHP has been working with luxury lingerie brand Myla since 2007.The opening of the new Westfield Shopping Centre in London provided an opportunity to execute the next stage in their retail expansion - create the first Myla flagship store. The brief was to increase Myla’s brand impact and create a luxury shopping experience within the exclusive ‘village’, area of the development – essentially Westfield’s equivalent to Sloane Square.
There were a number of challenges to address with the creation of the flagship store. The first was how to create a store experience that sits effortlessly alongside its illustrious neighbours – Dior, Chanel and Louis Vuitton. Another challenge was how to balance the levels of privacy and intimacy for Myla’s diverse product range, whilst enticing customers to shop the entire store. The approach was to divide the store into playful individual ‘cameo’ roles. The window features a studio style full height mirror, with mannequins posing provocatively in front, and hero products individually displayed in mirrored steel and silk lined picture frames. The store interior is designed to transport the Myla customer from light to dark – from the light spatial boutique area, echoing the weightlessness of the products, through to the richer and darker tones of the bedroom, which is more risqué and moody. A full height sweeping curved wall displaying the brand’s core collection dominates the left hand side of the store. The product is displayed on Nextel coated steel rails, with a back drop of silk panels. At the heart of the store is an over scaled table standing on honed dark stone tiles. Luxury lined drawers and compartments create an engaging shopping experience full of discovery for the customer. Directly over the table is a stunning three colour acrylic sculptured chandelier constructed of over a thousand pieces, creating a major focal point for the store, adding light and theatre to the store’s heart. Floor fixtures are made of soft form corian and apricot mirror blades with nextel detailing. At the end of the store journey is ‘the boudoir’ it’s entrance marked by the full height draped curtain and beyond an antique mirror forms the backdrop to the boudoir range. The fitting room walls are lined in silk with perfumed wall recesses, which further enhances the sense of seduction.
JHP took a retailer that effectively operated from concessions in UK department stores and created a store experience that enabled them to join the world’s ultimate luxury retailers. Most importantly, the store broke its revenue targets in the first three months of operation and the elements of the flagship concept are being rolled out across their store estate.
Tags:flagshipstore concept format premium luxury lingerie retail westfield myla