Exeter Stage Left: High Drama at John Lewis

Five floors of experimental retail in a multi-channel world lands in the quiet city of Exeter.

The store is a hybrid concept, laying as it does between the traditional department store and the specialists home stores of the brand. The format lives for hotspots and focal points driving traffic and excitement between and through floors. The escalator wells provide enticing drama at the front of every floor from rows of mannequins, seaonal displays, hot brand areas and showcases for the new Home value range.

Within the floor layout showcase assortments give representation to each department, with key categories displayed with a little more drama that the traditional department store format. Reduced assortment is complemented by the many internet stations, stimulating the customer to explore the wider range, supplement their store purchases online and take advantage of the next day, click and collect.

Where trend has often faltered, the queen of tradition sails serenely into the brave new world of retail.

Never get too old to learn new tricks…
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