Located within Westquay, Southampton’s premier shopping destination, the new store showcases both the sportswear and Tommy Jeans concepts. This is, in fact, the first store to showcase the new Tommy Jeans concept in the United Kingdom.
As with all their Tommy Hilfiger projects, rpa:group responded to a detailed brief from the PVH, the headquarters for Tommy Hilfiger in Amsterdam and as it is a UK store, they also collaborated closely with the PVH office in the UK.
On approaching the store, a new full-height and frameless glazed shop front, split over two sections at different heights, creates a strong and impactful first impression. Entry to the store is heralded within a double height space, which engenders a feeling of openness, and presents an opportunity to maximise the high-level wall of the mezzanine. A recessed multi-screen video wall creates further visual impact.
Below the mezzanine, the men’s and women’s sportswear areas are presented in both high gloss white and polished stainless steel frames. Lustrous and warming walnut fixtures serve to provide visual differentiation between the divisions.
The ground floor additionally incorporates the accessories department and the service desk, which offers product customisation. This area also includes an interactive screen, which enables customers to browse the entire product range.
At the rear of the store, the new Tommy Jeans concept is showcased. It comprises of striking wall hanging rails and various mounted iPads for customers to be able to browse products and make purchases. The mid floor fixtures are a blend of high gloss finishes, mixed with chipwood and eye-catching panels, made from recycled jeans.
Overall, the new store delivers on customer engagement and reflects the strong future of Tommy Hilfiger, which continues to make headway as an exciting and aspiring global brand.
