British clothing brand Jigsaw recently tapped Checkland Kindleysides to create a new retail concept that included a store-in-store addition. Jigsaw's two-storey space in Guildford boasts distinct architecture given that it is a grade II listed Georgian building was in need of a facelift that simultaneously catapulted the brand into the future while playing up the space's structural benefits.
The store-in-store concept that was added is called The Shop at Bluebird and is marked by its selection of mid-century modern furniture.
An example of narrative branding, the sophisticated retail space feel modern and welcoming, while remaining true to the brand's traditions. As retailer's look to add value to the in-store experience, many are choosing to cultivate spaces dedicated to educating consumers on the brand experience.
Georgian-Inspired Retail Concepts
This Guildford Boutique Boasts an Airy New Interior Design
Trend Themes
1. Narrative Branding - Brands who invest in sophisticated retail spaces with a narrative approach are set to create modern, welcoming, and memorable shopping experiences.
2. Store-in-store Concept - Retail brands who adopt store-in-store concepts can both cater to diverse customer preferences and particularly showcase other products or services to a wider audience.
3. Historic Architecture Revival - Investing in the renewal of historic landmark buildings and transforming them into modern retail spaces simultaneously honors the past and enables the convergence of traditional and contemporary retail experiences.
Industry Implications
1. Fashion and Apparel - The fusion of historic architecture with narrative branding and store-in-store concepts, particularly for fashion and apparel retail spaces, can offer a unique and striking shopping experience for customers.
2. Home Furnishing and Décor - Store-in-store concepts with specific themes and a design-focused approach can particularly work for retail areas that cater to home furnishing and décor products or services.
3. Hospitality Design - Adapting historic landmark buildings for store-in-store concepts can also work for hotels or restaurants that incorporate unique retail and shopping spaces as part of their interior design and guest experience.