British department store Harvey Nichols has reopened the menswear department of its London flagship with a discovery-oriented reboot. Conventional concession spaces have been dissolved in favour of a layout that’s more attuned to intuitive, mixed-brand shopping behaviour and storytelling.
Spanning 28,000 sq ft across the two lower ground floors, the department is oriented around seven sartorial boutiques: Denim, Smart Casual, Tailoring, Contemporary, Accessories, International Designers and Shoes. The aim is to reflect realistic shopping behaviours via navigation based on activity and style preferences rather than single brands. As such, the Denim room is grouped by product type (white shirts, leather jackets, denim shirts, for example) with sneakers nearby, while Tailoring is split into day, formal and eveningwear.
The revamp has been conceived to foster a significant sense of discovery for the consumer, as established players will now find themselves adjacent to unknown brands.
The space also features a barbershop (see also The Barbershop Boom), a bar and kitchen created in collaboration with Wallpaper magazine, and a redesigned personal styling area, where dedicated ‘style concierges’ can be booked without a minimum spend. A soon-to-be-opened pop-up area will showcase a monthly, themed rotation of lifestyle brands. The first will be created by menswear media and e-commerce site Hypebeast on May 11, under the umbrella of streetwear.
The space was designed by British architects Virgile + Partners, which also created the brand’s convention-bucking, similarly explorative Birmingham flagship in the UK – see Harvey Nichols’ Dept. Store Reboot.