The new designs will launch at Westfield Stratford City shopping centre in east London, which opens on September 13.
The space, which measures more than 242m2, will feature a two-storey-high glass fascia and the brand’s tree logo as ‘monolithic art forms’, as well as 7m-high tree structures.
Dalziel & Pow was briefed to create a new store concept that will ‘bring the brand to life through an engaging and emotional approach’. The concept is described as a ‘box within a box retail experience’, using lighting and textures that aim to ‘[bring’] the New England outdoors indoors’.
The Westfield Stratford branch will incorporate digital technology including a large display screen that will recess from the storefront. A number of touch-screen points within the store will allow the customer to learn more about the brand and its products.
Following the opening of the Westfield Stratford branch, the concept will roll out in stores in Singapore, China and the USA.
Dalziel & Pow was appointed to the work in March following a four-way paid creative pitch.