An innovative new Currys and PC World 'store off the future' was officially unveiled at Bluewater shopping centre last week.

The outlet contains various new design concepts, including stay and play areas that allow customers to sit down, hang up their shopping bags and experience products or receive expert advice from Dixons staff. The Bluewater store has a fully flexible design, meaning it can be adapted to meet changing customer needs and shopping seasons.

Other new design features have been incorporated in-store, with colour palates and fixtures and fittings aiming to provide "a modern, clean and welcoming feel". Dixons hope the changes will particularly appeal to female and young, tech-savvy consumers.

In-store tablets and touch screens at point of sale have also been added to give customers a chance to research more information about the products on offer.

Commenting on the store, Dixons CEO Sebastian James said: "In it we have distilled everything we know about making these exciting and desirable products spring into life. Our job is to make buying technology not just fun, but also easy, and I think this takes us another giant leap forwards in achieving that goal for our customers."

The new Bluewater opening comes soon after Dixons unveiled concept stores at Gatwick and Heathrow airports in recent weeks.

Read more about the latest innovation at Dixons in Essential Retail's big interview with eCommerce director Jeremy Fennell.