Liberty will unveil the results of the interiors revamp of its Regent Street building by 20/20 on 7 March.
The consultancy, which was appointed to the project in February 2001 without a pitch, has created a brand strategy for the central London store and designed interiors, graphics and signage.
20/20 has created a concept that builds on Liberty’s heritage, but repositions the store for the 21st century, while generating a ‘rich sense of product engagement’, says 20/20 creative partner Simon Stacey.
‘If Liberty stands for anything it’s for a reputation for delivering products with a design and style value. We want to recognise and build on the tradition of the brand and the vision of [founder] Arthur Lasenby Liberty,’ says Stacey.
‘A customer can go into an area or space at the store and buy into the Liberty sense of style. The Liberty space is far bigger than the brands that sit there, so it’s the way we place the products and the experience they sit in,’ he adds.
The consultancy has designed a ‘beacon’ for each floor that is designed to be the main and permanent design feature of that area.
On the ground floor, which houses women’s cosmetics, skincare products and fragrances, the space is dominated by up to ten ‘play tables’ where women can test the products without the presence of a sales assistant.
The first floor, which sells women’s shoes, handbags and lingerie, features a 35-metre wall upon which Liberty fabrics are hung.
On the lower ground floor, which features men’s accessories and a cafÃ©, there is a 40-metre long ‘Chinese lacquered ribbon’ that runs the length of the ceiling and floor.
A tunnel has been dug through to the Tudor Building where there is also a men’s offer.
Neil Wilkin has designed a series of glass sculptures for the store; line drawing, collage and stencil artist Bernie Reid and stylist and fashion designer Beca Lipscombe created the window installations; and Rankin was responsible for photography on the street hoardings that shrouded the renovations.