River Island, Birmingham, United Kingdom
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River Island is putting a new spin on fashion retailing at its store in Birmingham’s Bullring Shopping Centre. The U.K. retailer’s space is based upon the concept of ‘The Event,’ and it’s meant to convey the essence of being at a fashion show or art exhibit, with all the flexibility and “wow” factors inherent in such happenings.
Designed by Dalziel and Pow, London, in collaboration with River Island’s in-house team, the two-level, 23,000-sq.-ft. space is sleek and modern. Customers are greeted with a huge open storefront and a soaring atrium where a group of mannequins stands on a lifted, circular stage.
Instead of straight lines, the design emphasizes angles, with segments of wall panels slicing thought the space. Layered, large-scale photo panels and mirrors lean up against walls. A louvered ceiling of spotlights and neon gives the feeling on being on stage.
Urban and luxury materials are juxtaposed, with poured resin and ply along real marble and glass. And in a trompe l’oeil touch, digitally printed wallpapers replicate the marble and concrete surfaces.
The neon-signed fitting rooms are spacious, and were inspired by fashion-show catwalks. River Island also features a personal shopping and styling service, Style Studio, with the area outfitted with comfy furniture.
River Island operates over 350 stores across the U.K., Ireland and internationally throughout Asia, the Middle East and Europe.
River Island is putting a new spin on fashion retailing at its store in Birmingham’s Bullring Shopping Centre. The U.K. retailer’s space is based upon the concept of ‘The Event,’ and it’s meant to convey the essence of being at a fashion show or art exhibit, with all the flexibility and “wow” factors inherent in such happenings.
Designed by Dalziel and Pow, London, in collaboration with River Island’s in-house team, the two-level, 23,000-sq.-ft. space is sleek and modern. Customers are greeted with a huge open storefront and a soaring atrium where a group of mannequins stands on a lifted, circular stage.
Instead of straight lines, the design emphasizes angles, with segments of wall panels slicing thought the space. Layered, large-scale photo panels and mirrors lean up against walls. A louvered ceiling of spotlights and neon gives the feeling on being on stage.
Urban and luxury materials are juxtaposed, with poured resin and ply along real marble and glass. And in a trompe l’oeil touch, digitally printed wallpapers replicate the marble and concrete surfaces.
The neon-signed fitting rooms are spacious, and were inspired by fashion-show catwalks. River Island also features a personal shopping and styling service, Style Studio, with the area outfitted with comfy furniture.
River Island operates over 350 stores across the U.K., Ireland and internationally throughout Asia, the Middle East and Europe.