This feature first appeared in Inside Retailing Magazine. Click here to subscribe.



The British have taken their edgy fashion franchise to New York and the result is a stunningly designed retail experience which has captured the hearts and wallets of New York shoppers.

Distinctively British in its design, if not its more internationalised stock range, Topshop was always going to be a big risk. Concepts that prove a success in Britain do not always cross the Atlantic without encountering turbulent waters.

Designed by Dalziel & Pow Design, senior management of whom address the Westfield World Retail Study Tour in London, the new flagship is on Broadway in the heart of the world’s trendiest fashion district. It comprises four floors (one for Topman, three for Topshop, which is a womens brand), some 3100sqm in all.

Created inside an archetypical New York building with a four metre ceiling height on the gorund floor and an iron-fronted protected facade, the building makes a statement in itself. Each floor features the original metal columns, set off against the clean crisp ceiling and wall treatments. Topshop’s flooring is a combination of tile and timber; the tile giving some pace through the middle of the space and the timber a nod towards the original specification.

The entrance has been extended over the three upper floors, with a glazed atrium above the lobby, which emphasises the scale of the store. Escalators are placed to the right of each floor – prominent, but screened by a full height glass wall, merchandised to maximise the impact of the fashion on offer.

David Wright of Dalziel & Pow says the escalator wall "takes a London story to New York", with a photographic montage featuring London icons and references to Topshop and Topman culture.

"Topman occupies the basement and is a more intimate space, crammed with visual interest and character. The ceilings are lower here and this adds to the feeling of immersion, a club-like vibe, which is part of the brand’s heritage. Departments and product stories are arranged around the perimeter, and a glass box in the middle of the floor creates a space that is intriguing, but instinctive to shop."

Everywhere throughout the store are features and views to inspire the customers and introduce the brand to this new US market. There is no hiding the distinct British feel to the concept.

"This early on it’s hard to say how well the store will do, but few can doubt the impact of its opening," says Wright. "Global media coverage, including slots on CNN, the BBC and other major broadcasters and magazines, Kate Moss, crowds round the block and Sir Philip Green calling this ‘the best store we [parent Arcadia] have built’... a true international flagship."
 

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