House of Fraser is planning to roll out a revamp of all its stores by design consultancy Kinnersley Kent over a five-year period in a bid to evolve the 70-year-old brand’s retail image.
First to be unveiled will be the department chain’s London Oxford Street flagship store, currently being made over by the design group.
The new look, described by Kinnersley Kent as ‘sleek, glamorous, sophisticated and confident’, will be revealed at the end of September to coincide with London Fashion Week.
The consultancy was charged with restoring the shop’s iconic Art Deco façade, which has been given a granite and black glass frontage, opening up the cosmetics hall to the street for the first time in many years.
The original atrium has also been resurfaced in high-gloss black glass and stone with hovering glass displays which create an avenue to lead the customer through the space.
A new accessories department, created using mirrored surfaces, crystal and dynamic photographic panels, is set to open on the ground floor.