First to DFS who have continued to roll out a new concept design, which introduced key brand messaging into the heart of the design and store infrastructure, whilst communicating the breadth of range and exclusive brands effectively through digital touch points. Their latest store in Wednesbury was a first for DFS, as it had a dedicated mezzanine space for Dwell and a smaller entrance through to Sofa Workshop; these are both brands within the DFS group. The contrast between the DFS and Dwell brands is significant, which created a visually impactful store; from a light and modern DFS store to a dark, bold and contemporary Dwell store up on the mezzanine. Full height glazing surrounded a large part of the store which meant digital elements and lighting were key to the overall store design creating maximum impact to passers by. DFS stores have also opened in Croydon, Chelmsford, Ru
December was a busy month for the je+1 team, which saw a new store opening each week throughout the month. Many of the stores which opened were from our long term client DFS; with the end of the month seeing new stores opening for Bensons for Beds and Harveys, which introduced the recent development of a more defined zones, and a new homeware department for both retailers.
Last year we also continued working with Bensons for Beds to develop their large format stores; a more modern and vibrant style was introduced as instructed by the client, bringing in elements of illuminated signage in key zones throughout the store, which highlighted the different brands, themed zones, a new homeware range and a more developed and colourful ‘Kids’ area. Another aim was to bring in a less regimented format to their stores, which gave us the opportunity to present the furniture in a different way in the atrium space, creating a striking feature when entering the store. Illuminated signage, bespoke wall features and more colourful wall coverings were introduced in the ‘Kids’ area to add excitement and a more contemporary style. This year we are looking forward to developing the new stores even further, focusing on the bold and contemporary
We were given a similar brief for Harveys as Bensons, with them both being part of the Steinhoff group; in that they wanted to push their stores even further, introducing a more contemporary, bold style to the stores, with illuminated signage, different scents, and statement wall coverings highlighting the different zones to create a more defined journey, and lasting effect for the customer. We developed the branding and signage in store to create new zones within the Harveys brand, such as ‘The Dining Room’, ‘The Home Shop’ and Coffee Station. All of these zones had completely different styles to define the space you were in, which gives the feel of a department store. Development for even more new stores is already underway this year as we look to push the boundaries even further.