The consultancy was appointed to the work following a pitch last August and tasked with expanding the space, creating more of a destination and improving the customer experience, according to GP Studio creative partner Stuart Naysmith.
The new 1,800m2 space is built around the concept of a ‘town square’, with premium cosmetics brands positioned like ‘houses’ around a central area which is focused on fragrance and niche assortments such as haircare, skincare and nails.
Naysmith says the town square concept developed as a way of balancing the John Lewis brand with the different cosmetics brands, as well as improving customer experience.
He says, ‘We wanted to create something that would give you a John Lewis brand experience when you first walked in, before allowing you to filter off into the individual brands.
‘In the middle of the space is all the hustle and bustle of a town square.’
The space uses palette of neutral white flooring, with light oak panels and bronze finishes on signage. Naysmith says, ‘This stays within the John Lewis palette and also calms the individual brands.’
Naysmith says GP Studio had to consider the design of the space ‘from all angles’ as it can be seen from above by customers on escalators and on upper floors.