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Brief Published: 6 Oct 2016

Pieces' New Fashion Concept Store Drives Creativity, Holland


Danish fashion brand Pieces has launched a discovery-led concept boutique in Den Bosch, Southern Holland, banking on customers’ inventiveness and desire for co-creation.

Highly unusually, the 90 sq m, minimalistic store design features no mannequins, and only very small, discreet displays of styling. Based on the premise of literally ‘piecing it together’ from scratch, visitors are encouraged to meander the store, assembling their own looks and sharing styling ideas directly with sales associates.

The only concessions to branded inspiration come from a digital screen in the window relaying Pieces’ Instagram feed; small printouts of its look books; a ‘creative wall’ hosting styling tips from staff and local influencers; and a central ‘discovery’ table showcasing a curated product edit.

The same central table also has integrated payment and wrapping service points, enabling staff to process all transactions in the middle of the store, rather than hidden away behind cash registers. This ensures they always appear sociable and accessible.

The social theme also carries through into the fitting room area – or lack of it. Both changing cubicles are semi-integrated into the main shop floor; rather than stepping out into a surrounding changing room, shoppers walk directly into the shopping area.

Further solidifying its credentials as a collaboration-focused, highly social environment, the store also hosts styling tips events held by local influencers such as bloggers and young creatives.

It was designed by London-based creative agency Dalziel & Pow.

For more on the power of discovery, see Rise of the Exploratorium and Harvey Nichols Department Store Reboot