DFS are the Sofa Experts, a Retailer of all things Upholstery and have been designing and manufacturing sofas for decades. je+1 have been working with DFS for over 40 years since their inception, through John Evans Interior architecture & Design.


Insights, Strategy, Concept Design, Interior Design, Design Development, Prototyping, Communications, Digital Applications, Bespoke Applications, Project Management, Visual Merchandising


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.

What ourclient thought

"Following independent customer research with extremely positive results, the store has continued to thrive through increased retail performance. DFS are delighted with the results and are looking forward to implementing this concept across future stores"

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