Retail design group Din Associates has created a new interiors concept for French Connection, to be unveiled at a new site on London’s Oxford Street, prior to a worldwide roll-out.
The new store also incorporates the launch of FC Spa, a skin, bath and cosmetics umbrella brand, designed by French Connection’s in-house design team.
According to Din Associates design director John Harvey, French Connection is aiming to update its existing eight-year-old retail interiors. The new concept features increased use of new technology, such as Internet stations and video projectors, but Harvey denies the new stores will be visually hi-tech. “The in-store technology is ‘apparent’ and hidden rather than upfront,” he says. “We are aiming for a cleaner in-store offering, and have stripped away a lot of detail to enhance the product.”
He says the new interior designs reflect French Connection’s move away from solely women’s fashion into the lifestyle arena, incorporating shoes, accessories and the FC Spa ranges.
The new Oxford Street store will be the first to incorporate the FCUK identity, created last year by Din Associates, from the first design stage. At 1400m2, this is French Connection’s largest outlet designed to date.
The new concept is being implemented across flagship sites in Boston, San Francisco and Tokyo and will be completed by spring 2001. Five stores will open in the UK by 2001, followed by a wider national and international roll-out.