All of the technology-led design work has been carried out in-house, according to New Look, which will integrate a phase two of the design in December.
Checkland Kindleysides designed the identity and also a store concept which has so far rolled out to 62 stores and will reach 140 by April next year.
Branding at the Marble Arch store sees the previous hand-drawn logo replaced by a block capital identity.
In-store, ‘a premium and boutique feel’ has been coupled with point of sale tablets to help customers find items they have viewed online.
In addition, mannequins, or ‘padequins’ with iPads for heads will feature the faces of customers who have been voxpopped by New Look in an effort to ‘engage and surprise customers’.
Dressed only in clothing available exclusively from newlook.com, the mannequins have been designed to increase the presence of the website in-store.
Other point of sale material is enabled with the augmented reality app Blippar. Customers can ‘blipp’ to load rich media content enabling them to ‘try on Kelly Brook’s nail varnish range’, have their photo taken with her, or listen to her talk about the range, according to New Look.
A Bodymetric booth, which was trialled in New Look’s Westfield store, has been installed in the Marble Arch store. It uses ‘body-mapping technology’ to scan customers’ body shape and make fitting recommendations based on figure rather than dress size.