As one of the most recognized interior design firms in London, Kinnersley Kent Design, has embraced an amazing challenge when accepted to be responsible for The White Tower gift shop.
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The project’s brief had four key aims: create an exciting and engaging retail experience; improve customer flow and circulation; take a sympathetic approach to enhance the natural theater and character of the building and facilitate product merchandising, using individual or grouped product narratives.
Between all those requirements, the principal challenge was to accomplish with all that without touching the building fabric of this Grade I Scheduled Ancient Monument.
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For the new project, Kinnersley Kent Design inspired itself in the aesthetic of The White Tower itself and the building’s innate theater and character. The new design aimed to reveal and celebrate the building’s structure, adding to it via a raw and honest material palette that draws inspiration from these materials, as well as from the weaponry and armor housed on public exhibition on the floors above.
The new store improved the in-store customer journey, however, by freeing up the central circulation route, replacing existing mid-floor units with new grab-and-go displays, set back slightly into the alcoves to increase the sense of space, whilst still being enticing enough to draw visitors in.
Another requirement was to be easy to re-stock throughout the day as the shop gets so busy. Therefore, the fixtures allow for maximum visual merchandising flexibility, while providing the framework and structural support for the key design feature of the new scheme: three huge, bespoke pendant lights over the central walkway.
SOURCE: Retail Design Blog
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