New Oasis of fash­ion

Twenty year old women’s Bri­tish high street fash­ion re­tailer OASIS un­veils its new up­dated con­cept at the Trin­ity Cen­tre in Leeds, UK. The flag­ship store was con­cep­tu­al­ized to act as a prom­i­nent show­case for the Oasis brand on a pop­u­lar fash­ion high stree

VM&RD - - INTERNATIONAL DESIGN -

Oasis com­mis­sioned Dalziel and Pow Lon­don to de­velop a store de­sign con­cept for its flag­ship store in Lon­don’s West End to give the brand a fresh and up­dated look and feel which could ad­dress the ex­pec­ta­tions of the new-age fash­ion dis­cern­ing cus­tomers. A unique de­sign strat­egy was de­vel­oped to give the brand a new sig­na­ture look and feel in the store. “We de­vel­oped a brief with Oasis to cre­ate a store where the per­ma­nent ar­chi­tec­ture, rather than the VM, does the talk­ing. With the in­ter­na­tional mar­ket in mind, a ma­jor con­sid­er­a­tion when de­vel­op­ing the con­cept was en­sur­ing ease of in­stal­la­tion, short pro­grammes and ef­fi­cient de­tail­ing. Less em­pha­sis is placed on the ar­chi­tec­tural box,” ex­plains David Wright, Group Mar­ket­ing Di­rec­tor at Dalziel and Pow. The store front con­cept is an un­usual and in­ter­est­ing blend of Ge­or­gian streetscape im­pres­sion ren­dered through graph­ics, mod­ern ar­chi­tec­ture and stun­ning win­dow dis­play in­stal­la­tions. Win­dow con­cepts with il­lus­tra­tions of a win­dow over­look­ing a gar­den, an in­quis­i­tive cat and a grand­fa­ther’s clock add a dif­fer­en­ti­ated quirky touch to the fash­ion com­mu­ni­ca­tion. The store con­cept cre­ates a feel­ing of ‘ night and day’, with mov­ing stage lamps that en­able the mood to change from day to day and sea­son to sea­son across the two floors. The ground floor of­fers a bright and fresh look and feel which helps draw at­ten­tion to the fash­ion col­lec­tions pre­sented. The up­per floor is de­signed in a theme with a the­atri­cal the­atri­cal sharp con­trast ren­dered across the pre­sen­ta­tion set­tings and the ceil­ings. David fur­ther avers, “One ex­am­ple of this is the wire frame ceil­ing struc­ture to the rear of the store, which has been de­signed for man­u­fac­tured off-site and takes a mat­ter of min­utes to as­sem­ble when in store. The quirky de­sign negates the need for a tra­di­tional plas­ter­board ceil­ing by low­er­ing the eye away from the ex­posed duct­work and ca­ble trays and main­tains the aes­thetic of a Ge­or­gian house ex­e­cuted in a con­tem­po­rary man­ner.”

The theme has been ex­tended in great de­tail in ser­vice ar­eas es­pe­cially the fit­ting rooms, cus­tomer seat­ing area and the cash counter. The de­sign uses dis­tinct Ge­or­gian im­pres­sions like raised pat­terned panels, quirky pat­terned seat­ing up­hol­stery, flo­ral pat­tern brand­ing at the cash counter com­bined with un­ex­pected il­lus­tra­tions of real ele­ments like fit­ting room lights or a PC screen that pro­motes gift cards etc.. “This il­lus­tra­tion style has been used through­out the store to of­fer the Oasis cus­tomer some­thing un­fore­seen,” sums up

David. To en­hance cus­tomer ser­vice and the shop­ping ex­pe­ri­ence in the store the store de­sign has very ef­fec­tively used dig­i­tal tech­nol­ogy. A suite of iPads are pro­vided to han­dle sale trans­ac­tions and also al­low cus­tomers to flick through the brand’s lat­est on­line look-book. The new de­sign con­cept fea­tured many ele­ments from the re­cent Ar­gyll Street flag­ship and added with the new ini­tia­tives in the lat­est con­cept helps cre­ate a strong state­ment for the brand and de­liver a ‘mod­ern bou­tique’ ex­pe­ri­ence that builds on the brand per­son­al­ity, to re­ally en­gage and in­spire the Oasis cus­tomer

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