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.


7 Comments so far

  1. sean (unregistered) on March 29th, 2005 @ 8:33 am

    She’s alive ;-)

  2. sean (unregistered) on March 29th, 2005 @ 11:29 am

    Where have you been? Car showrooms and Sony Centres have been doing this for years. Its the design of the store that for me has echoes of FNAC a french store that so kicks Borders butt all over the shop. A new retail experience for London? Just go up the street to Nike Town and you’ll see that Apple is nothing new.
    Phew, got that off my chest. Good to have you back E*

  3. PFC (unregistered) on March 29th, 2005 @ 4:37 pm

    welcome back…….. I now have to go to O Street.. tee hee heee

  4. e* (unregistered) on March 29th, 2005 @ 10:09 pm

    Haha oops. *blushes at long absence*

    I’ve been to Nike Town, and I like that too (it was fresh the first time I went there). But what I really like about the Apple Store (here my personal design prejudices come into play) is the wide frosted glass staircase (I love glass/see through anything, Especially if it is frosted),the wide spaces, plus the warehouse look.

    Apparently Orange has a really snazzy flagship store somewhere too. Must check it out.

    But it sees that there is an increasing trend towards dramatic refurbishments in an ultra-modern style. And that is something I hope will continue. I think it’s because I prefer looking at displays/interior design more than the actual window-shopping itself.

  5. Lorna (unregistered) on November 10th, 2005 @ 12:28 pm

    I’ve jst got a job at the New Look Flagship store in Glasgow City centre which is due to open in December. Let’s hope it looks like the one on Oxford Street then!

  6. Amanda (unregistered) on December 12th, 2005 @ 2:41 pm

    I have shopped many times in New Look’s new store, it’s fab and what an exciting shopping experience! I love it.

    Wish you would open up shops here in South Australia, as now I’m back home, I miss shopping for clothes and shoes in New Look.

  7. demi (unregistered) on March 2nd, 2006 @ 10:45 am

    very good like every thing u should go for it

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