Transform John Lewis's home offer. The new concept needed to celebrate John Lewis’s authority and promote their home offer as the premier destination for furniture, home furnishings and linens.
The project aims to make a positive step change in the perception of John Lewis home departments, making it dynamic, engaging and inspirational. It should play up the emotional aspect that the idea of home evokes, where creativity and ideas can flourish.
All aspects of the project were carefully considered, finding new, cost effective and refreshing solutions to achieve a different yet appropriate retail concept. It communicates a refreshed point of view and sense of style, but also conveys the intrinsic values of the John Lewis brand, ensuring it works within the context of the overall store landscape and wider offer.
The result is a natural departure from the brand’s traditional style and palette. It showcases a contemporary architectural shell, integrated 2D messaging and memorable visual merchandising. Core to the experience is the product presentation – every detail of merchandise display was meticulously analysed to ensure the offer is ever-changing, creative, engaging and inspiring.
The flexible concept has been designed to maximise opportunity for multi-channel shopping, whilst ensuring customers have access to a comprehensive assortment in store.
This project was developed and delivered by Virgile+Partners (previously Virgile & Stone), the global retail, hotel and restaurant specialist within the Imagination Group.