New Look, Oxford Street
Never a big shopper, and having been swamped by work, I hadn’t been to Oxford Street for a couple of months before last weekend. So I hadn’t noticed the the new look of New Look’s flagship store until last Sunday.
The neon green front and wide metallic staircase were what caught my eye and lit up my imagination. Normally a disinterested shopper at best, I practically bounded up the stairs to the first floor.
I loved the store! The interior design, decor, and displays – the exposed ceiling giving a slight warehouse feel to the store, the big angular snaking light “pipes”, the clothes displayed on winding silver “vines” and chains that hung from the ceiling, the shoes displayed on bright neon green holders around a column, the distinctive cash tills lined in a row, the surprising gypsy-esque “stall” manned by a member of staff behind a pillar. Every step brought a new discovery that astonished and delighted.
My favorite part of the store is their little trolleys with their little handles, conical container (in shimmering green or silver) for bulky items such as bags and shoes, and an elliptical stem arching over the body of the trolley for clothes to be hung. The trolleys were a masterpiece! Useful, ingenious, modern-looking, aesthetically-pleasing, and fun. I grabbed one of them and whizzed it around the place like a kid with a new toy.
New Look’s flagship store on the corner of Oxford Street created a whole new shopping experience for me.
So the question is, did the snazzy layout and fun-factor succeed in hooking the customer, did I buy anything?
The answer is: No, I’m still not a fan of New Look clothes. But it succeeded in luring me in, inducing me to walk all around the store, and look at every display, so that a purchase becomes a tangible prospect.
I’m totally a fan of modern concept stores and it seems like I have Apple to thank for bringing that to London. It’s finally actually fun to shop! It’s no longer just about displaying the goods, but about bringing an added dimension to the shopping experience. Like that first revolutionary jewel-coloured iMac, it’s not just about the specifications.