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La Senza fitted out perfectly by JHP Design

Posted by: Creativematch | Date added: Wed 14 May 2008

La Senza, the high street lingerie retailer has been working with JHP on the design of its next generation store concept.

The appointment represents the continued successful collaboration of JHP’s joint Managing Director Raj Wilkinson and La Senza CEO Rose Foster, with whom the design consultancy worked whilst at Accessorize.

La Senza undertook a strategic review of its business upon the arrival of the new CEO and immediately recognised the need for a new store concept to exploit the potential for range diversification. Enfield was selected as the first site for the new format and graphic identity.

The concept behind the consultancy's work is that the new store should be like every girls ideal apartment i.e. a glamorous in-town address with its various ‘rooms‘ representing in-store departments.

Upon arrival at the store, customers pass through a grand entrance threshold not out of place in an upmarket New York apartment and encounter the ‘lounge’, which acts as the retail arena. The essential hangout at parties for interaction, the 'kitchen', acts as the service area (cash and wrap), whilst the fitting rooms represent the ‘bedroom’, creating the ultimate intimate space.

The interior represents synergy between ‘girly’ and ‘glamour’ with colour-tinted mirrors, gloss blacks, glitter floors, giant theatrical wardrobes and pink as the accent colour.

The project also included JHP reworking the La Senza logo and brand communication including in store graphics, customer dialogue and way-finding.

JHP’s joint Managing Director Raj Wilkinson commented: "The new store environment is about presenting the product offer in a stylish, fun and flirty setting. The interior and in-store communication seek to transport the customer to the world of Carrie Bradshaw, but without the price tags.”

Chris Roberts, Senior Designer JHP said "Our challenge was to create a glamorous yet accessible environment that resonated with women of all ages. We have achieved this through framing the merchandise perfectly whilst still maintaining sophistication through choice of materials."

The first new store launched in February 2008 with an extensive rollout currently underway.

www.jhp-design.com

www.lasenza.co.uk

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