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Brief Published: 16 Jan 2014

Debenhams’ Food-Enhanced Flagship

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Premium Bistro in Debenhams

UK department store Debenhams has revitalised the design of its Oxford Street London flagship, with a new emphasis on dining experiences.

The redesign was conceptualised by UK design agency Dalziel + Pow (see also Argos Launches Speedy Digi-Store), with the intention of “creating a dramatic statement for the brand with real benefits to the bottom line”, as well as building a model for future global expansion.

A major element of the redesign is the store’s three restaurants (with a fourth already in the planning stages). Rejecting a one-size-fits-all approach, each restaurant has been tailored very specifically to its location within the store, attuning to the mindsets of different customer groups.  

A family restaurant on the children’s floor on the top floor of the building offers a traditional British menu, including pies and fish and chips as well as salads. To satisfy shoppers in the women’s fashion department (second floor), the brand has installed a fast-service café that aims to deliver the pace and vibrancy of a high-street operator. A female-focused premium bistro in the basement, billed as a refuge from the frenzy of Oxford Street, targets those with more time on their hands – offering light bites and Prosecco.

“The total experience of visiting Debenhams now provides the hospitality to match the new flagship store experience, not as an afterthought, but a key part of the retail strategy,” David Dalziel, creative director of Dalziel + Pow, told Stylus.

For more, see Hybrid Retail in the Future of the Store Industry Trend, Retailer-Restaurants, and Hybrid Retail: Guerlain Restaurant. See also Food Meets Fashion in Harrods’ Digital Campaign

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