Habitat relaunches London flagship store
The completed part of the multi-million pound refurbishment project includes a revamped 17,000 square foot basement featuring a new fitted kitchen studio, cookshop, gallery space, expanded furniture and upholstery floor, as well as a new lighting department.
The 25,000 square foot shop has been Habitat’s main flagship since 1983 when it relocated from its original Tottenham Court Road address that opened in 1966. The refurbished ground floor is due to open in April 2016.
Developed in-house by Habitat creative director, Polly Dickens, creative manager, Graham Copeland, and designer Matthew Long, the new store design showcases a new retail environment for the brand that has evolved from its new Mini Habitat concept store in Chichester which opened earlier this year.
Clare Askem, managing director of Habitat, said: “Tottenham Court Road is our largest store project to date and marks a key milestone for Habitat on today’s British high street.
“As we invest and evolve the Habitat brand in a digital space we also recognise the importance of building on our in-store experience by creating immersive, engaging stores that reflect our mission to bring unique design with personality to everyone.”
The store will have a new main entrance, redesigned central staircase, bespoke fixtures and a monochrome design scheme with black wood floors. Video walls will also feature in the design with content developed to showcase online campaigns from habitat.co.uk and the brands #HabitatVoyeur project. In addition, interaction screens in-store will allow customers to browse the full Habitat collection online.
Askem added: “Habitat is still a brand that customers want to experience and engage with in a physical way and customer reaction to the roll out of 82 Mini Habitat stores over the last three years has been testament of this. The redesign of Tottenham Court Road is based on our learnings from these stores and we’re proud that we can now offer a world class flagship in our home capital to showcase the best of Habitat design.”
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