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Apricot
We were recently appointed to develop a new retail offer for the fast-expanding young fashion retailer Apricot at Westfield’s White City, London.
The brief was to create a concept that matched the expectations of the Westfield customer and still allowed the business to merchandise a broad mix of continually updated product in clear, understandable stories. We opted to keep the merchandising spaces in the store as simple as we could, to allow for a rapidly evolving and very broad product mix to be clearly merchandised.
'These spaces where broken up using an armoire feature and taking advantage of the structure of the store to separate the merchandising spaces. We than added natural textures in stone and wood finishes that support the natural implication of the Apricot moniker. In the changing rooms we used a textured wallpaper that reinforced this, highlighted with clean white lighting and smaller details picked out in the grey that we have used as a lowlight detail.
'The biggest feature in the store is the ceiling "O". This has evolved from the company's previous concept, and follows the profile of the "O" in the brand identity. Our client was very keen to keep this element (previously used on the walls in the old concept) and we decided to use it in such a way that it made a core concept feature, but was kept away from product, where it may clash with the colour. The 125 sq m store is located opposite Debenhams on the corner site in the Westfield shopping mall.
Apricot
London White City
Unit 2053 Westfield Centre
Ariel Way
London, W12 7GE
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