Westfield launches fleet of flagships

Westfield London’s White City shopping centre (pictured, during construction) is poised to reveal a crop of new flagship stores and concepts when it opens at the end of this month.

Retail design consultancies Brinkworth, Dalziel & Pow and JHP Design have between them created more than 20 stores. Brinkworth’s new look for women’s eveningwear specialist Monsoon is to debut at the mall.

Brinkworth director David Hurren explains that since the 400-outlet Monsoon chain was bought out by its founder Peter Simon last year, the store has been looking to rediscover its Asian design heritage.

‘We are reflecting that by introducing eclecticism, in terms of finishes and materials, but in a modern context,’ says Hurren. He claims that the new look will roll out across the retailer’s portfolio of stores in 2009.

The consultancy has also created an interior design concept for Sole Trader. Hurren describes the footwear retailer’s new look as a ‘complete overhaul’, and claims that its Westfield site is to be the store’s flagship outlet.

‘Sole Trader is a multibrand store, but we have tried to bring it up to date and give it a streamlined, sporty look’. Brinkworth has also refreshed the interiors of fashion stores All Saints, Ghost, Karen Millen and homewares retailer The White Company.

JHP has designed three flagship stores at White City, including two lingerie brands, La Senza and Myla, and a Pizza Express outlet. The consultancy has worked with all three brands in the past and created La Senza’s new flagship Marble Arch store, which opened last week.

A Dalziel & Pow spokesman says, ‘Most of the stores at Westfield are regarded as flagships, partly because their owners are pumping more money into them.’

Dalziel & Pow has created stores for Next, River Island, HMV, TM Lewin, Yamamay, Gap, Arcadia, JD Sports, Barratts and Jones the Bootmaker.

Westfield White City will open on 30 October, revealing the store designs of more than 265 luxury and high street brands and nearly 50 cafés and restaurants.


STORES ON SHOW

Stores set to reveal their new looks at Westfield White City:

• Karen Millen, Sole Trader, Ghost, Monsoon and Full Circle, by Brinkworth

• Barratts, River Island, TM Lewin and Gap, by Dalziel & Pow

• Myla and La Senza, by JHP Design