EuroShop 2017: London’s Artful Store Environments
By: Creative Fuel
Foreword: Every 3 years, 100,000+ visitors flock to an international destination to experience all things retail. Hailed as the “Global Retail Trade Fair,” EuroShop covers all things retail related, from store design to visual merchandising. Located in Dusseldorf, Germany, the event offers 17 exhibition halls within 19 different buildings. A group of lucky FRCH-ers made the trip this year and will be sharing global trends and inspiration from the conference and nearby travel all week!
These eye catching London retail spaces are not just store environments, but art forms that intrigue. Rather than quiet, neutral backdrops for the product, these spaces take the opposite approach; they successfully surprise and delight with bold materiality and captivating displays. The result is a memorable store environment that is exciting to visit and, in turn, generates customers who become loyal brand advocates.
Liberty infuses personality into each touchpoint of the shopping experience. The flooring, a mix of stained wood and colorful marble planks dance around the space. Velvet tabletops and bold wallcoverings add a tactile element and a touch of drama, complementing the beautiful products on display.
Dover Street Market is known for their “ongoing atmosphere of beautiful chaos”. Wild and unexpected, the unconventional environment intrigues the customer at every turn. Shunning traditional fixture displays, the products are integrated into art installations that piques the curiosity of the shopper.
Selfridges recently opened a IoT Zone in the basement of the building which features the latest gadgets in an interactive environment, with an upside-down car as the focal display. The new Accessories Department in Selfridges attracts shoppers with it’s soft color palette, beautiful lighting and in-house bar, located at the center of the space.