Next has opened what would be, according to Retail Gazette, its largest UK store, at the Bluewater Shopping Centre, in Kent. The retailer is said to have tripled the floor space of this site to reach 132,000 square feet.
The new store, spread over two levels, includes 83,000 square feet of retail space. It brings together women's, men's, children's and home departments under one roof, as well as a Costa café and a Bath & Body Works concession with its own entrance. Next has also significantly expanded its furniture and home goods offering, with direct access to a rear car park intended to make transporting larger purchases easier.
The project was designed by strategy and design studio Dalziel & Pow, which has reportedly worked with Next for more than 19 years according to the same source. The store is said to have been designed to make browsing, picking up and buying products easier, while creating a more premium environment intended to encourage customers to spend more time on site. Large atrium skylights bring in natural light, with a limited palette of materials to create a warm, residential feel. Both ambient and accent lighting have been integrated into the architecture and visual merchandising displays.
This store concept had already been introduced at other sites, including Eldon Square (Newcastle), Canterbury, Ripon and Westfield Stratford City.
Mark Frankland, creative director for environments at Dalziel & Pow, explains the choice of materials: « With this design, we used materials that would make people feel comfortable and that they might even use at home. » He also describes the desired atmosphere: « The store has a premium feel, but is designed to be welcoming, putting customers at their ease, while making their shopping experience as frictionless as possible. » He adds, on Next's trajectory: « We are proud to be launching this new store as Next continues its transformation from its presence on the UK high street to retail powerhouse. »
L'ouverture is part of a wider Next programme aimed at modernising and expanding its physical store estate.
