This trial store for Dixons Retail was conceived to target the 'Design-Aware' consumer - traditionally underserved but now found to be the highest value technology buying segment. It was an opportunity to create a destination format where customers could engage differently and more emotively with products that are now integral to their daily lives.

Accordingly the design required a dramatic departure from the standard Currys / PC World high street format; from the branding, name, identity and communications toolkit, through to the retail environment, service offer, product mix and merchandising – as well as in-store events and campaigns, that form a key part of the ongoing experience.

The store takes aesthetic cues from fashion boutiques – mannequins display mp3 players, cameras and laptop bags, with items presented in seasonally updated collections. Workshops are advertised on the brand’s Facebook page and in-store. A chill-out zone features sofas where shoppers can drink complimentary coffee and use the internet. In- store touchscreen kiosks allow customers to search and compare products, and read other shoppers’ reviews.

Winner of three Retail Interiors 2011 Awards for 'Best Retail Interior', 'Specialist Store Design' and 'Non Food Design of the Year'



Credits: Household Design