The Black concept store encourages customers to engage with technology on an emotional level by responding to their lifestyle needs. The innovative format won three Retail Interior 2011 Awards for: 'Best Retail Interior', 'Specialist Store Design' and 'Non Food Design of the Year'.
The 15,000 Sqft HIgh St store in Birmingham is now a local destination, split over 3 floors giving aspirational experiences targeted to an audience of design-aware consumers. The resulting effect has been a huge increase in like for like dwell time, as customers stay, play and purchase.
The ‘Collections’ Zone is the heart of the concept, bringing together diverse and innovative products under seasonal themes such as ‘Driving Home for Christmas’ and 'Objects of Desire'. This revolutionary approach to electronics retailing creates an exciting pop-up feel, inspiring and guiding customers to the possibilities that technology can offer.
‘Know How’ increases the service proposition with a new expert service and support offering from Dixons. The Virtual Shop kiosks support customers in searching for products, reading reviews and recommendations.
This project was completed in collaboration with Dixons retail inhouse team and Household
Click here to read EchoChamber's review
Click here to read Retail Week's review "Black Beauty"