TOO Retail Safari - London

Introduction 

Our 3D team embarked on an exciting retail safari in London, with the aim of exploring and drawing inspiration from existing retail store designs. The purpose of this journey is to gain valuable insights into the latest trends, innovative design concepts, and fresh ways of thinking. In turn, this will help elevate our own design process and practices as we move forward.

Outernet

Outernet has created a 360-degree immersive space that transports you into Rembrandt’s famous ‘Christ in the Storm on the Sea of Galilee,’ bringing the 1633 painting to life. The motion and scale of the artwork offers a new way to experience this historic masterpiece with audio and lighting adding to the experience. A truly reimagined way to interact with the world’s masterpieces.

Arc’teryx

One of the team's favourite designs of the day was a fresh, sustainable store that celebrates the spirit of outdoor adventure. The in-store experiences included after-purchase services like cleaning and repair options on the lower ground floor, alongside a customisation bar and cleaning station. Throughout the space, pops of well-lit genuine plants reinforce the “don’t fake it” attitude, allowing the store to evolve and adapt over time. Store staff have noticed how the landscapes within the system are already changing, adding a sense of nature and a 'bigger picture' connection to the space and its material palette.

The overall atmosphere is inviting and open, with the re-opened existing glazed ceiling feature on the ground floor adding to the sense of airiness. Clear navigation and well-placed photography help separate products by gender, making the collections easy to browse. Store staff were nearby to offer advice but maintained a welcoming and relaxed attitude.

Oakley

Oakley is enhancing the retail experience with Covent Garden’s sleek, tech-forward approach to their latest renovation in their latest flagship Covent Garden store. Their diverse product range is supported by a clear communication hierarchy and a digital ticker that keeps customers informed and engaged. Eye-catching pops of yellow combined with an interactive touch screen display in the entrance way, both attracts and excites, encouraging you to browse the newest product drop before committing to go further.

Uniqlo

The brand has taken over a grade II-listed former Victorian carriage hall, in Covent Garden which features an open courtyard and vaulted glass atrium.

The space effectively balances density and openness with a cohesive design and a light, airy material palette, ensuring it feels welcoming while retaining a high number of products on display. Strategically placed dwell areas enhance the shopping experience, encouraging you to spend longer in the store, while clear communication guides customers effortlessly through the store to find the right product for you. The layout encourages exploration with exciting features like a top-floor cafe and garden roof terrace, both using materials and textures to connect you to the brands story of its Japanese heritage. We were all huge fans of the check out methods in Uniqlo, effortless and frictionless transaction using paperless check out with the easy option to self check out with RFID tag drop basket zones.

Lush

The design team created a striking contrast with bold packaging against a neutral backdrop, allowing the products to stand out while complementing the building’s authentic character. Insightful and engaging staff further enhance the experience, making it both fun and immersive.

The North Face

Upon entering the store, the ceiling-suspended fixtures create an expansive, open atmosphere, while the store layout frames product moments with immersive, large-scale graphics that immediately encourage exploration. A subtle yet invigorating scent greets you as you walk in, drawing you deeper into the experience. As you venture further into the ground floor, the center of the space reveals a standout installation—a lounge area featuring oversized dry bags custom-printed for the brand, complemented by a custom rug and striking sky barrisol above. The sound and lighting in this area create a welcoming pause, offering a relaxing retreat within the dynamic environment.

Downstairs, a "Chill Room" allows customers to interact directly with products by trying on clothing designed for specific environments, including sub-zero temperatures. This not only informs customers but also deepens your understanding of the brand's authenticity and making informed purchase decisions. Very Impressive! 

Omega X Selfridges 'The Corner Shop'

The digital shop front is a standout feature, grabbing attention with its striking visuals that underscore the brand’s deep connection to swimming and the Olympics. Its captivating design, seamlessly integrated across all marketing channels—including the hit advert featuring Olympic athletes transforming Paris into a dynamic playground creating a cohesive memorable and impactful experience. The innovative play on scale across all platforms truly embodies the Olympic spirit. 

Nike x Jacquemus

Set within Selfridges, the well anticipated Nike x Jacquemus pop up did not disappoint! The oversized shopfront props and brand swoosh attract customers, creating a striking yet playful first impression.

Once inside the space, which is relatively compact, the central giant Nike swoosh handbag stands out with its vibrant red colour, visible from afar, while shoppable collections line the perimeter. At the base of the swoosh, there’s an engaging seating area that highlights the brand collaboration, with welcoming staff on hand to take photographs perfect for Instagram-worthy moments. However, it is worth noting that the swoosh's proportions have been compromised to fit the space due to ceiling height constraints.

Jellycat X Selfridges

This visit was the most energetic and engaging experience of all, thanks to its bold, vibrant colours that create an unforgettable and immersive environment from the moment you step inside. The theatrical staff further elevate the experience with an extra layer of engagement, making the visit not only dynamic but exceptionally entertaining.

Adidas

The space truly stands out with its vibrant and captivating digital displays and impactful product moments. Powerful lighting adds character, enhancing key areas, and makes them feel personalised while subtly guiding customers through different departments and product moments within the space. The disruption of zones within throughout the store journey made spending time in the store very enjoyable when browsing and not only shopping with intent.

One of our favourite takeovers on the ground floor would be the eye-catching Ultra Boost 5 campaign area. This space serves as a focal point, drawing attention and creating an Instagrammable engaging, dynamic experience. The overall sports palette, run track flooring and orange tinted colour wash felt premium and youthful with its energy. A must see!

RIXO

Although RIXO is a London based brand, the stores spirit made us feel like we had stepped into a retro Miami scene. The relaxed atmosphere and soft curved architecture, allowed you to browse collections at your own pace, blending both nature and playful colours for a well considered eclectic approach.

This unique combination of bold patterns and hues transports you to a different place, resulting in a truly memorable environment. With an effective layout and attentive staff, the space ensures smooth circulation and excellent service, making the experience both enjoyable and seamless. A particular favourite of ours was the central bar surrounded by palms and light void above and ending in the fitting rooms. A true palace of luxury with bespoke fabrics adding personality to each fitting cubicle.