rpa:group launches new Premium Hilfiger sports wear concept at Westfield White City

rpa:group’s retail architecture team has worked with the internal design team at Tommy Hilfiger to launch the first premium store of the brand’s new sportswear concept at London’s Westfield shopping centre at White City.

rpa:group undertook all local architectural services, detailing, the full construction package, and provided colour 3D interior & exterior visuals throughout. The 284sqm space has a clean contemporary feel that features, light oak parquet floors, walnut and light oak wall cabinets, tubular brass frames and glass shelving. The lighting is a mixture of recessed spot-lights, suspended track lights and chandeliers creating a layered effect to the ceiling design and highlighting key areas throughout the store.

There is a liberal use of vintage styling, in particular the floor fixtures, the patchwork, persian and contemporary rugs, and framed photographic prints including autographed shots of Tommy Hilfiger himself. In addition, there are covers from Life Magazine, and a stunning collection of art work from the 1950’s ‘Holiday’ Magazine, featuring bright bold colours that set off the quiet decor of the rest of the store. All give an overall retro feel to the retail space. To underline this, the Hilfiger design team has also sourced a number of De Stijl like wooden sculptures, which are mounted on the walls. The men’s and women’s wear sections of the store are connected via a new “bridge” area incorporating the service desk and featuring factory window style frames with a timber plank ceiling and dark wood floor inlay. The same window style is repeated at the rear of the retail space, acting not only as a room set but also allowing visibility throughout the shop. Chris Swann of rpa:group’s retail architecture team says, “The new concept allows for the Tommy Hilfiger sportswear collections to be merchandised in a strong and balanced manner of fashionable lifestyle and product focus-led areas.”

Chris continues, “An area known as ‘the bridge’ forms the central element of the of the store, dividing men’s and women’s wear, each with their own distinctive design. Within the new sportswear concept, all service based functions come together in the bridge. Here customers have their questions answered by staff and also have access to the digital Tommy world. By combining all of these functions the bridge truly becomes the heart of the store.”

To see more of our work with Tommy Hilfiger please click here.

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