Habitat is redesigning its flagship store on London’s Tottenham Court Road flagship as it looks to create a more “interactive” and “engaging” in-store experience.
The new store has been designed by an in-house team comprising creative director Polly Dickens, creative manager Graham Copeland and designer Matthew Long.
The Tottenham Court Road store is one of only three standalone stores. The company, which went into administration in 2011 and is now owned by the Home Retail Group, has recently been investing in the roll-out of its Mini Habitat format of which there are 82 outlets, again designed by The Habitat Design Studio.
New departments and new look
Habitat says that learnings from these stores and investment in its online store have fed into plans for the revamped flagship, which is set to open in April 2016.
A new layout will be introduced to the two-storey building, which is being stripped back to reveal more of its original features. A new main entrance will be created, the central staircase has been redesigned, there will be bespoke fixturing and a monochrome scheme with black wood floors.
New departments include a cookshop, a “fitted kitchens design studio” and there will also be a gallery space and a textiles wall.
Interactive elements
Video walls showing online campaigns will be integrated and interactive screens will encourage customers to view the entire Habitat collection online.
Habitat managing director Claire Askem says the project is a “key milestone” for the company and adds: “As we invest and evolve the Habitat brand in a digital space we also recognise the importance of building on our in-store experience by creating immersive, engaging stories that reflect our mission to bring unique design with personality to everyone.”
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