Master Brand
Interiors & Architecture, Retail Design
The Master Brand concept was to be the apotheosis of a new design direction for John Lewis & Partners’ own-brand fashion offer. Our brief was to introduce a new, innovative system to guide customers’ style choices, providing a simple and effective way to shop and explore colour and silhouettes with confidence. To do this, we introduced zones within the main floor for key colours or product stories (including accessories and display), to draw the customer through to the Focal Fixture showcasing a full colour story or product group. To create capacity, we used freestanding tables and high-level mesh-backed wardrobes, the latter offering linear display and allowing clear views across the floor. The flexible table design elevated the accessories and other products, helping to tell a story and build customer confidence to create outfits. We chose materials, colours and textures that would bring a warm feel to the overall modernist aesthetic. The successful concept was rolled out to 50 departments within a year.
