The White Company debuts stylish new store concept

London --The White Company is showing off a new store concept that delivers a lifestyle-led experience modeled on a journey through the home. The 4,000 sq.ft. store, in Norwich (United Kingdom), builds on the British home goods retailer’s heritage to create an aspirational, curated retail experience. A feeling of accessible luxury permeates the welcoming space.



Slideshow: The White Company



Designed by Dalziel and Pow, London, the space It is fashioned as a series of ‘rooms’ that are spread over the store’s two floors, with the architecture and contrasting floor finishes shaping natural thresholds. Each area features distinctive materials and individually controlled lighting that changes according to the time of the day.



Found furniture enhances the domestic ambience. Cross-merchandised products are presented in lifestyle collections for a more intuitive way of shopping.



On the digital side, small projectors throw illuminated messages and words onto select products, including teapots and pillows, expressing a hint of technology in a homely store environment. In the clothing department, a life-size projected canvas is brought to life with nature-inspired moving imagery, while interactive projected characters keep children entertained.