Categories: Carly HagedonDepartment Stores

Outside the Box, Part II

First Place
CONVERSION – DEPARTMENT STORE
John Lewis, Devon, England
Submitted by: Dalziel and Pow Design Consultants, London

Welcome to the new “boutique” department store. Dalziel and Pow Design Consultants (London) converted this former Debenhams department store into a John Lewis, reducing the retailer’s typical 150,000-square-foot layout to a mere 70,000 square feet. The challenge? Creating the same department store experience in a much smaller space.

To do this, previously unused spaces were modified into areas for key product lines or services; 20 percent of the fixtures were bespoke; and corners were architecturally adjusted to liven otherwise dull spaces. Merchandise is also assorted to encourage cross-selling and browsing.

A multi-channel shopping experience was also added: Thirty digital sales terminals supported by samples and brochures were placed throughout the store. An interactive store guide helps orient visitors on arrival, while the in-store web portal showcases its online offerings.

“I like the simplicity of the materials, the clean lines. It’s background for the product and doesn’t overshadow what they’re trying to present,” says Ken Pray, director of store design, Kroger Co. (Cincinnati) and one of this year's judges.

Click here to check out Outside the Box, Part I.

Check vmsd.com throughout the week of September 9th for more 2013 Retail Renovation Competition winners.

Carly Hagedon

Carly Hagedon is the Editor-in-Chief of VMSD magazine. She is a graduate of the University of Cincinnati, where she studied Journalism—Magazine Writing and American history. She also currently serves as a board member for the Greater Cincinnati Chapter of the Society of Professional Journalists (SPJ).