The existing DFS store in Edinburgh was stripped back to its shell and re-configured entirely to include two additional brands from within the DFS group – ‘Sofa Workshop’ and ‘Dwell’.

Sofa Workshop has its own dedicated entrance. Whilst Dwell sits within DFS, alongside a newly created DFS Bedroom and Dining concession and DFS Clearance area, with customer flow between all spaces.

The main DFS showroom presents a new concept designed in line with new range and merchandising principles. The brief required an evolution of the current store concept integrating key brand messages into the heart of the design and store infrastructure, whilst communicating the breadth of range and exclusive brands effectively through digital touch points.

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je+1 DFS Edinburgh
je+1 DFS Edinburgh
je+1 DFS Edinburgh
je+1 DFS Edinburgh
je+1 DFS Edinburgh

Throughout the project we worked with a branding company, which meant it was important for our design ideas to be clearly presented, showing as much detail as possible. The full store was worked up in 3D and was a key part of the project, particularly when presenting to the client.

With a fresh approach to the store, new finishes were selected to complement and enhance both the furniture, brand messaging and range layout in store. The finishes were modern and clean with injections of colour in key locations to compliment the new, stronger, brand messages and exclusive brand graphics.

The concept included four, premium, room-settings displaying exclusive brands such as French Connection, Country Living and House Beautiful, whom DFS have been partnering with over recent years. With a greater allocation of space, these areas have

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je+1 DFS Edinburgh

At the heart of the store is a large feature 3x3 video wall with an interactive table to engage customers. With an opportunity to navigate through the wider range/ options available, the customer can transfer information from the interactive screen to the large scale video wall using existing DFS ‘Swoosh’ technology, with a single hand swipe. The software also allows customers to stack up their favourite ranges alongside one and other for direct comparison.

Other digital features include a wall mounted interactive screen. Set to inspire, customers can scroll through images of DFS furniture in other customers’ homes, uploaded by existing customers themselves.

je+1 DFS Edinburgh
je+1 DFS Edinburgh
je+1 DFS Edinburgh
je+1 DFS Edinburgh
je+1 DFS Edinburgh

Along the journey there are digital screens located within selected premium room settings showing content which has been tailored to showcase the breath of range. All of the screens utilise the ‘Swoosh’ technology ensuring the feature is available to customers along the entire customer journey.

Following independent customer research with extremely positive results, the store has continued to thrive through increased retail performance. Our Client is delighted with the results and is looking forward to implementing this concept across future in-store experiences.