London consultancy Four IV has created its first complete retail vision for a new Harvey Nichols store, based in Edinburgh. It is introducing a fresh design concept for the new department store to complement existing shops in Leeds and London.
A new 3D in-store signage system will be introduced, based on a Harvey Nichols “icon”. This aims to position the new store as a fashion rather than a department store, says Four IV managing director Chris Dewar-Dixon. “We want to reinforce Harvey Nichols’ role as a fashion leader. The store edits down fashion collections for consumers – we want them to trust the Harvey Nichols brand implicitly,” he says.
The Edinburgh store will feature fewer individual concessions to emphasise the Harvey Nichols brand, he adds.
The new-build, 8400m2 site is located in St Andrews Square in the centre of Edinburgh. It will trade over five floors and offer consumers contemporary fashion, home collections, beauty and food products.
Four IV has worked with Harvey Nichols since 1993 on individual departments, including men’s and women’s fashion, lingerie and perfumery, in the chain’s Knightsbridge store in central London, as well as with a designer footwear department in its Leeds branch. Harvey Nichols Edinburgh is due to open in summer 2002.