Their existing store that we designed some years ago in Edinburgh, was the test bed for a new concept, reconfiguring it entirely to include two additional brands from within the DFS group – ‘Sofa Workshop’ and ‘Dwell’.

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.

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 includes 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 tailored brand messaging and additional items on display, demonstrating the breadth of range and finishes available.

At the heart of the store is a feature 3×3 video wall and 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, with a single hand swipe.

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.

Our challenge was to create a store format which allowed Bensons to provide a greater focus on product brands, create new specialist departments and redefine how we communicate their core values as the No. 1 Bed Retailer.

At the heart of the store, we provided a mattress testing area alongside their Adaptive Bed system where mattress firmness can be adjusted digitally.

Leading with function at the start of a customer journey, we provided a digital platform which allows exploration a customer’s ideal mattress, and also including products such as bedding to be browsed within the same area.

We also wanted to create brand specific spaces throughout the store which tell their own story to customers through materials, function and price range; emphasising bensons as Sleep Specialists. Each brand space was given its own aesthetic and unique way of communicating their product.

Alongside these we introduced a new Furniture Department with Furniture Design Hub, presenting Bensons for Beds as a specialist in design as well as mattress function.

Additional features were included to physically showcase other new product types such as a Kids Zone, Bed-in-a-Box and Pillow displays while including stations for digital interaction allowing exploration of their extended range.

For Sofas by You we wanted to create a unique in-store experience that communicated the Collections brand story as a hero proposition.

The Sofas by You Collection is a customisable range that customers can interact with and create their ideal sofa from a selection of shapes, sizes and finishes.

We created an area in store that promoted the idea of design and encourage customers to interact with the product. A fabric Sample Table provides a hub for design and includes information to communicate the range story.

Within the department, designs can be created from a display of styles and fabrics while browsing popular choices, pinning personal combinations in-store and configure ideas digitally.

The store design focusses around store wrapping walls and floating ceiling features to intensify the idea of moving through spaces, whilst bold colours and varied light levels further intensify the atmosphere.

The store design and product backdrops allow complete flexibility in Visual Merchandising, ensuring spaces are filled with product which all comes together to in-still the contemporary apartment living concept Dwell inspires.

The journey of the store is centred around the ‘Fabric Area’. This houses a large tailor’s style table where customers can lay out their desired fabrics for consideration whilst receiving a tailor-made design service from the team.

The area also offers; a large range of fabric books set on a wall mounted unit, a selection of large fabric browsers to sample together with a cushion & throw unit for the finishing touches. These combined elements create an area where the customer can truly customise their bespoke piece of furniture.

In collaboration with Topps Tiles, we were responsible for realising the brands ideas through Interior Design, Spatial Planning, Lighting Design, Detailed Fixture Design and Development and Delivery.

The journey through the store is centred around a large consultation desk where customers are invited to discuss their ideas whilst receiving specialist design advice.

Our brief was to create a sophisticated interior that gave the brand flexibility for displaying varying collections throughout the seasons. We also needed to highlight their impressive paint ranges and so bespoke paint and brush displays were created near the main entrance.

An imaginative and sophisticated lighting scheme, purpose-designed cabinetry and movable screens all play their part in creating a premium experience which can still be seen at Chelsea Harbours Design Centre today.

Additional Image Source: thewalpole.co.uk & dcch.co.uk