HEAL’S WESTFIELD

Brief

Design Heal’s Westfield White City store as part of the new extension with a unique proposition to spark inspiration & online purchasing from customer footfall.

Office Twelve were awarded their second project of the year with the designer homeware retailer Heal’s – as their retail estate expansion continues. As part of Westfields new £600M expansion for the city’s newest interiors hub. Heal’s required Office Twelve to design & install their second store.

Office Twelve were asked to build upon the design concepts that were deployed in the pop-up showroom design earlier in the year. The store required 10 key areas to be strategically placed, with a design that would inspire the customer as soon as they step into the space. Other areas such as home fragrance & lighting areas would need to stimulate direct purchase.

Office Twelve worked in collaboration with Westfield staff & their in-house design team. Proposals & negotiations between both parties took place throughout the creative & manufacturing process, ensuring all of Westfield’s guidelines & requirements were met.

Approach

A strategised design of space, delivering an inspirational customer journey throughout every step.

Behind this design is the art of storytelling, the deep British heritage that lies beneath the Heal’s brand is told from the windows right through to the back of the store. Having designed the Birmingham mailbox, Office Twelve carried over key design concepts to the Westfield store, creating consistency through the estate.

Office Twelve’s design team strategised a zone plan of the required 10 areas of the store to help achieve the client’s objectives. A high impact zone & entrance feature using premium wooden plinths created a sense of welcoming at the front of the store, along with lighting tactically placed to increase footfall & motivate impulse purchases.

The customer journey began at the front of the store with areas such as home fragrance, home cushions & throws where items can be purchased, helping to ignite the shopper’s inspiration for their home. The journey continues into larger areas such as furniture as the shopper makes their way through the store. Such areas incorporated a ‘touch & feel’ approach to the design. Using different materials, multitiered rug displays, larger furniture items & a Heal’s heritage feature wall, guides the customer through some of the world’s most iconic furniture brands. To complete the journey, digital content on the walls for customer to explore even further and a cash desk, where customers can seek advise & place their orders.

Office Twelve’s Project Management managed the delivery & installation taking a hands-on approach working in collaboration with Westfield Teams. Due to the construction ongoing around Westfield, this was particularly challenging. Demonstrating vast knowledge of different retail landscapes.

Impact

The Heal’s store has been proven to be a great success at the new interior’s hub located in Westfield.

Our latest expansion into Westfield London marks a real achievement for us and, coinciding with our 200th anniversary on Tottenham Court Road, is a significant marker for just how far we’ve come as a business, as well as how we have stayed true to our heritage whilst remaining both current and ahead of the curve. Explained, CEO Hamish Mansbridge.

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