Harrods this week opens its personal shopping department, By Appointment, with interior design and naming by retail specialist Four IV (DW 31 March).
The style of a ‘quintessentially British private members’ club’ has been adopted for the 150m2 space on the first floor of the famous department store in London’s Knightsbridge. The opulent design is intended to permit ‘rich and famous’ VIP customers to shop in style.
‘It was essential that we made the personal shopping area the most luxurious retail experience in the marketplace, as Harrods is known for its world class customer service,’ says Four IV creative director Chris Dewar Dixon.
The graphics for the department were designed by Four IV in collaboration with Harrods’ in-house design team, led by the retailer’s recently appointed creative director Susanne Tide-Frater.
Four IV’s work includes specially designed furniture, an overhead pendant light with amber crystals, plasma television screens recessed into the walls and five individually designed fitting rooms. The area is also set up to operate either as consultation rooms or, when the screens are retracted, as an entertainment or presentation space.