WH Smith’s new look

WH Smith has approved Lippa Pearce’s graphic redesigns for its three English-language bookshops on the Continent.

The Paris, Brussels and Amsterdam stores are managed by Waterstone’s but retain the identity which was specially designed for WH Smith.

Lippa Pearce’s brief was to develop a distinctive style for the stores, different from the UK graphics, emphasising their unequivocal position within these three European capitals, says a consultancy spokesman.

‘We were looking for a classic bookshop look,’ says group business development director, Terry Cudbird.