NEWS EXTRA
“The interior design here is stripped right back so that there are minimal visual distractions – no large digital screens, imposing fixtures or dramatic architectural details so that customers focus on the products themselves. The layout too has been designed to draw you down towards the larger basement level to see the wider collection, so we’ve incorporated glass surrounds for light flow, light oak flooring, a lighting installation and the dramatic blue handrail to as you enter the store to immediately make you aware that there is more to explore downstairs.”
Fixturing is also minimal, with stripped-back frameworks, open shelving and tabletops to showcase a wide range of different product styles alongside each other. “We’ve aimed to punctuate the journey through the whole store with drops of exciting and colourful collections which reflect us at our most Habitat,” explains visual merchandising manager Amy Rich. “Long tables with heavily-stacked product give a market place feel, encouraging customers to touch and feel products and are ideal for the customer who
“As our digital sales go from strength to strength, we’re also seeing customers who want to shop in an immersive environment and touch and feel the Habitat products we create.”
likes to take time to shop.” Habitat has also unveiled a collaborative project partnering with local artists from the area. Working with Sophie Abbott, Becky Blair and Lauri Hopkins, Habitat has translated artwork into a limited- edition series of rugs that will retail at the new store. Habitat plans to continue this project each year, asking local artists to submit artwork to be turned into products that will feature in the Habitat collection. Andrew Foulds, portfolio director at Redevco, owner and developer of the Hanningtons Estate says of the new outlet: “We are delighted to see the new Habitat flagship store open within the Hanningtons Estate. Our vision for the North
Street element of the redevelopment project, was to extend the premium retail offer already found in East Street and attract the very best brands to Brighton. This first new store opening demonstrates that if you create the right environment for retailers, they will come.
“Habitat leads the way with
affordable, contemporary and stylish homeware and they have been a
pleasure to deal with on this project, embracing the creative spirit of Brighton and the entrepreneurial nature of the Lanes, which, because of its diversity, attracts shoppers from all over the World. This is a fantastic place to spend time and shop and I know many local stores and businesses are excited to welcome this much-loved brand back into the fold.”
www.diyweek.net
23 NOVEMBER 2018 DIY WEEK 11
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