British fashion and homewares group Next is rolling out a more contemporary look for its standalone Next Home stores.
Designed by Dalziel and Pow, the new concept has been unveiled at Next Home in Cambridge.
"The recent opening in Cambridge introduces a number of new and refined treatments to the store, to develop a more contemporary and architectural feel. We tried to reflect the recent progress made in Next’s fashion stores, setting the store as a neutral backdrop and reducing the amount of finishes, whilst updating the current successful Home scheme," says the company.
David Wright, Marketing Director of Dalziel and Pow, says the shopfront has progressed from clean black signage, to become a softer dark grey panel, with built up 3D letters and full width glazing, strong window displays and a double height entrance space displaying a cluster of oversize timber strip light features.
The use of natural materials has become an integral part of the scheme, with the new rationalised palette becoming tonal, understated and textural. Quality finishes and materials are used in a simple language over extensive areas, to allow the customer to understand the space.
The natural stone treatment on the stair and escalator walls in Next fashion stores has been adopted, but uses a dark silver tile to create a new identity, recognisable as ‘Next Home’. The mezzanine includes exposed structural steelwork, painted a dark grey, and a timber pelmet treatment that runs the entire store perimeter and helps link the space together.
The introduction of a timber raft feature is used in the ceiling to break up the large expanses of white and help to emphasise the different departments, whilst dramatic spot lighting is used to pick out display opportunities. Subtle up-lighting on the perimeter pelmet help to add to the atmosphere of the store.
Room sets have seen a development of the screen dividers and the display unit, which combined with the pale oak timber flooring and illuminated pelmet add a level of sophistication to the room set offer.
New high level 3D script signage and development of the existing icon graphics throughout the store help the customer navigate the different departments, and add a touch of style. "We have adopted a more relaxed and friendly tone of voice through the graphics, which is in keeping with the lifestyle graphics and the new department names, such as ‘Cooking’ and ‘Made to Measure’," says the company.
The lighting department has changed from the contrasting black box into a softer dark grey space, with the ceiling lights moving to the perimeter for easier viewing and shopping. The department incorporates a smoked glass screen pop-out, which is book ended with a stepped plinth showcasing the top floor lamps.
A number of fixtures have been rationalised and updated to adopt the new store palette, to help the store feel more cohesive. The old table in Cooking has been replaced by an altogether more contemporary display – a collection of nesting tables with an oak trim, solid oak worktop and introduction of wire racking for VM opportunities.
The use of black and white lifestyle graphics now adds impact to the customer ordering offer and promotes the bathroom and bedroom departments upstairs on three stud walls to the front of the mezzanine floor.
The finished store has been well received both internally and by the public. The new concept is due to be rolled out over the next year.