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and pillars carefully renovated. A concierge greets you at the door and can offer guidance around the store and the pièce de résistance has to be the changing rooms. Narnia-esque in design, a long corridor with wardrobe style doors, leads into each room set. There’s a seventies bathroom, Scottish tourist shop, retro kitchen and ‘man sheds’ full of tools, pots and saucy eighties calendars. How decadent and fun, the customers love them!


It’s a store that you want to explore. Every inch tightly entwined with the past whilst also embracing the future. At the back of the shop the counter is themed as an old fashioned sweet shop complete with large, glass jars brimming with sweets arranged in rows on wooden shelving. A ladder and old fashioned tills to disguise the latest in payment technology add to the look. Another item of yore, a red phone box stands proud amidst the ground floor displays and comes complete with a dog cocking its leg. Inside, customers can interact with the White Stuff website to order items, play games, or sign up for offers and events. In the changing area an ornate ‘magic’ mirror allows shoppers to instantly send an image of themselves in their prospective purchase to their friends via email and Facebook.


This store assaults the senses on every level. Much like a trip abroad, into the unknown, a plethora of colours, patterns, objects and styles vie for your attention. From dark to light, decorative to plain, old to new, it appears that every texture, hue and piece lead the shopper on their journey through the store. Everywhere you look there are renovated, vintage items used for display and lounging. Rugs, mirrors, chairs, tables, lights and other props are mostly sought from antiques stores, salvage yards and auctions. Any other items are bespoke, White Stuff hardly ever buy new!


And finally, straight from the horse’s mouth, “White Stuff’s new shop in Edinburgh will be our largest to date, and we’re proud to have it here in the capital,” says Lee Cooper, White Stuff’s Creative Director. “As well as the theatre and fun in-store, we’re always looking at ways to make our customers happy, whether that’s serving hot drinks when it’s cold outside, or simply making them smile when they see our irreverent shop windows.” I can’t think of a better approach to retail, can you?


Design: White Stuff in-house design team, Lee Cooper, Creative Director, Lou Burnett, Head of Shop Design and AMD Interior Architecture


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sdea directory of shopfittings and display


www.shopdisplay.org


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