Menswear group Baron Jon this week approved concepts for new interiors for 30 existing stores and four new shops, including a central London flagship store.
The concepts, designed by Blass, draw on the clean ‘white box design’ doing the rounds on the high street, typified by a store like Zara, says consultancy managing director Clive Blass.
The new look is minimalist and simple, but not so edgy that it drives away the average high street shopper, Blass continues.
The store concepts also feature a number of empty banners in each store that can accommodate the logos of the hottest brands of the day.
‘The brief was to create an environment that allowed it to group collections of different brands in one space,’ says Blass.
‘That’s the difficult part of the job. As Baron Jon stocks all kinds of brands, we’re trying to create a neutral environment that carries a lot of information.’
The concepts also make use of large porcelain tiles, sourced from Italy, to create fewer lines and joins on the floor, and an integrated graphics carrier system in the ceiling.
Additional in-store materials used in the design include grey porcelain and oiled walnut. Red ‘hot spots’ create focal points within the store to locate promotional offers and to form breaks between product ranges.
The consultancy has an ongoing relationship with Baron Jon, having worked on the retailer’s last set of store concepts five years ago.