RETAILING
evolved from the 2016 re-design of the retailer’s Tottenham Court Road flagship. “The space has been built around a white cube framework that allows us to layer a variety of product, bright colour, shape and pattern on top without making it visually overwhelming for customers,” comments Habitat senior designer Matthew Long. “To make customers take time to appreciate the product, the interior design is stripped right back so that there are minimal visual distractions – no large digital screens, imposing fixtures or dramatic architectural details. The store is designed as a calm, inspiring environment where customers can browse product at their leisure.” Customers are first greeted by a
4metre-high industrial framework entrance with three ‘Instagram square’ window displays, allowing an uninterrupted view through to the store inside. Eye-catching checkerboard flooring has been selected for the entrance foyer to act as a backdrop to highlight the bright colour palette that Habitat is famous for using on its products.
To the left, an adaptable installation and events cube will house design collaborations and small customer workshops that will take place in the store each month. Further into the store, a light natural
oak flooring has been
chosen as a base to showcase larger furniture and upholstery items, which allows customers to better visualise product within their own home environment. A 60-piece raft installation hangs from above to break up the height of the ceiling and give a more domestic, inviting feel to the store.
Shopping experience “We want customers to go on an experience in this store and discover the many design aesthetics that exist within the Habitat collection,” explains visual merchandising manager Amy Rich. “Both architecture and visual merchandising has been devised to draw the eye into the store from the main shopping mall walkways, starting with a wall of bold colour and pattern and being led through by the undulating design of the raft
design at different ceiling levels, emerging at a dramatic, full height lighting installation at the back of store. We’ve purposely created a modern market-place feel with abundant, informal stacks of tactile products placed throughout
this
journey, to encourage customers to touch-and-feel designs as well as naturally flow through the space.” A total of 15 Habitat store colleagues will work within the store, on-hand to explain product features and highlight additional product options from Habitat’s
4,500 product collection online that can be ordered for home delivery or Click & Collect from over 2,000 locations in the UK.
Habitat plans to open its second new flagship store in Brighton city centre this November as part of the Hanningtons Estate redevelopment in the popular Brighton Lanes shopping area. Ranged over two floors, the 6,500sq ft store will showcase around 3,000 Habitat products, with inspirational room settings and an innovative workshop and events space.
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Celebrate our 175th Anniversary by getting involved
WE NEED YOUR HELP …
• We need 175 volunteers • To raise £175 each • Please help us!
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www.diyweek.net
Contact us on 0121 237 1132 or via
info@rainydaytrust.org.uk
28 SEPTEMBER 2018 DIY WEEK 25
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