New look for New Look
New look has opened a new concept store in the recently opened Liverpool One shopping centre, in a bid to become more deeply involved with shoppers.
The 3250 sq m store covers three floors and was designed by Caulder Moore. The design agency was briefed to create a distinctive design for New Look that created an emotional connection with the retailer's customers.
The retailer wanted the design to allow for seasonal flexibility and be easily translated into different UK and international locations. "Liverpool was a fantastic blank canvas allowing us to trial a new environment, look and feel," says New Look marketing director Guy Lister.
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"The design was very much about creating social interaction and communicating New Look's fashion and price credentials," says Caulder Moore creative director Ian Caulder. "We've incorporated some of the social interaction, energy and pulse that appeals to New Look's audience whilst highlighting New Look's fashion credentials across the offer,"
Design features include a core colour palette of pewter and charcoal with mirror and LED panels. The retailer has introduced one-to-one consultation rooms to emphasise interaction and fashion expertise, plus an in-store network of plasma screens and LED signage to promote the New Look brand, website, seasonal offers and localised messages.
The concept gives each element of the New Look offer, such as footwear, lingerie, menswear and the 915 range, its own destination area. Visual merchandising is given prominence with a catwalk area used to create in-store theatre and highlight key outfits.
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