KKD’s House of Fraser store looks to future

Kinnersley Kent Design has created the latest House of Fraser department store, which opens today with the aim of taking the group into the 21st century.

Situated in the new Oracle shopping centre in Reading, which also opens today, the 11 427m2 store includes several features successfully applied to previous stores in Nottingham and at Bluewater shopping centre. In addition to a cosmetics hall, homeware, menswear and womenswear departments, the venue has a Regis hairdressing salon, a restaurant, an Albert Roux café and an area specifically for young children. KKD director Glenn Kinnersley says: “The design vision gives each department inherent personality by the use of a carefully chosen palette of materials.

“We have also eschewed the traditional ‘racetrack’ approach to circulating shoppers, instead creating a central avenue off which departments are clearly defined.”