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Pieces to launch new store concept

Danish fashion brand Pieces is working with London creative agency Dalziel & Pow to create a new experience led store as part of plans to re-engage customers.

GENERAL MERCHANDISE

Pieces to launch new store concept

Danish fashion brand Pieces is working with London creative agency Dalziel & Pow to create a new experience led store as part of plans to re-engage customers.

The agency has developed a new store concept for Pieces which is being built around the idea of ‘Piece it together’ where customers and staff can take part in creating and sharing new looks in an open, collaborative space defined as the 'Social Studio'.

In addition to a redesign of the store environment and experience, Pieces have briefed the agency to further develop the new brand identity, TOV, and in-store graphics.

The new concept is set to open in Den Bosche, Holland in early September.

Gulshanoy Tolipova at Pieces said: “We have greatly enjoyed working with the D&P team on developing a new store concept for Pieces. We’ve been challenged and asked the “right” questions to really identify our new store concept aspirations. Now we’re excited and looking forward to see the results of our partnership.”

Paul West, strategy director at Dalziel & Pow, added: “We look forward to seeing the launch and evolution of Pieces as it becomes the most social, creative brand for independent young women who want to define their own look.”

Founded in 2003, Pieces is part of the Bestseller group of companies.

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