Elevating British style culture at Warehouse's concept store

A fashion concept store to get a brand back in Vogue

Warehouse has been a staple of the British high-street for over 40 years. In that time London’s retail design landscape and customer shopping habits have changed dramatically. Embarking on a full-scale brand transformation, the UK fashion retailer onboarded creative consultant Alasdhair Willis to a develop a new strategic brand direction, alongside Emma Cook, a critically acclaimed British LFW designer to revitalise their fashion proposition. The idea was not to alienate Warehouse’s existing customer with a complete reinvention – but to reimagine their house design codes, brand positioning and marketing image to broaden their appeal and relevance.

As part of this exciting brand transformation, we were brought in to bring the new Warehouse brand vision to life with a one-off, brand-building fashion concept store design to relaunch them to the world. Inspired by their new brand positioning - ‘curate the city’ - we devised a creative retail interior design concept that reflects British fashion culture and the creative energy of London’s most stylish neighbourhoods – Carnaby Street, Covent Garden and Shoreditch. Putting this brand back on the map with a unique concept store design that spoke to London's fashionistas.

A sophisticated style maverick: A primarily urban & moody creative retail interior design is lifted by the use of bright accent colours including the yellow of street markings & blue sky.

A new high-street style destination in London

Sophisticated, yet slightly eccentric. Gritty yet style-conscious. Our fashion concept store design featured a creative retail interior design rich with collisions of clashing prints, urban materials and contrasting textures. A unique brand experience design, unveiling their new brand identity and inviting people to experience the brand’s new direction and shop their new collection of wardrobe staples - that can be mixed and matched to suit your individual style. A high-street style destination where fashion editors, style mavericks and influencers go to create their next fashion moment.

A fashion moment: A new brand direction for Warehouse, unveiled at the London Argyll Street concept store, designed with dramatic digital brand storytelling.
Print is the new black: “Channeling the energy of the city, we brought the outside in, to create a stylish concept store design that is totally dynamic and new”. Joe Evans, Design Director
In between styles: we designed Warehouse’s fashion concept store design to feel like a continuation of the street, as though one is walking between buildings, offering a serendipitous shopping experience.

We're the ones to talk to about concept store design

If you are looking for a global retail design agency in London to lead your brand experience project, let’s talk. You can also check out some of our award winning, creative retail interior designs on our work page, or take a look at our Wonder blog for all the latest design insights and creative inspiration.

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