House of Fraser unveils innovative shopping experience

A free-flowing, sweeping canopy entrance on London’s Oxford Street aims to entice shoppers into Therapy, House of Fraser’s underground high fashion retail ‘experience’ designed by Kinnersley Kent as part of its transformation of the former DH Evans site. Inside, a broad mix of brands sit in Glam, High Street and Urban fashion zones, while video walls, sound systems and music videos keep customers feeling lively. A central catwalk shows Therapy’s commitment to up-to-the-minute fashion and is the focal point for promotional events. Curved walls frame the retail space, which is supported by central columns wrapped in soft sleeves.