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VM choice: Heal's and its room sets on Westbourne Grove

Heal’s new mini-store at London’s Queensway focuses on lighting, and is a refreshing taster of the main store in Tottenham Court Road. Like the main store, the new store space is laid out in room sets and in stories.

This simple room set is in the corner window adjacent to the entrance. A sofa, a strikingly-curvy wooden chair and a mink-coloured rug have been accessorized with two wooden coffee tables, which nicely echo the rounded shape of the rocking chair. Add two brown-and-white patterned cushions, and this almost monochromatic setting looks welcoming, comfortable and relaxing.

Opposite the entrance is a bespoke lighting offer. Neatly, the Seletti Neon Art Font Alphabet allows the customer to see their name, or any other word they choose, spelled in a lower-case, American typewriter-style font. Each letter is an individual wall light. A neat retailing solution for both engaging customers and showcasing the product.

Above the cash desk is this striking clock. Designed by a group of Royal College of Art graduates, one of whom works in the store, it is reminiscent of early modernism with simply exposed light fittings and sculpture in its minimal elegance. It is both for sale and a key element of the visual experience of the store, underlining the Art Deco origins of the original Queensway cinema building.

The store occupies only the ground floor of the lovely old cinema, as the floors above have been converted in to apartments. Therefore the room sets in the store are fairly small but it is striking how simply a room has been suggested with just a few well-chosen elements. This unusual wooden-framed mirror above a mid-century modern desk and chair makes the space memorable, yet leaves room on the desk for the customer to imagine their own possessions added to the display. Add an opened book and a simple, black Anglepoise lamp and the customer might imagine they have just stepped away from their own desk.

This freestanding wall fixture displays Heals’ own collection of Cohen lamps, allowing the lights to be illuminated, supporting material to be located directly below the lights and stock to be stored below that. A well thought out fixture.

The simple elegance of the merchandise placement on shelving is appealing. Here both the Agnes walnut shelving and the ABC cookware are for sale. Display on shelving, be it for premium handbags or for candles and cookware as here, is truly a practiced art-form.

Seemingly casual yet perfect placement, as here, where the asymmetrical balance of merchandise at the top is counterbalanced by the vertical column of blue and cream cookware on the lower shelves, always impresses.

Treating the sofa throws in the same manner that scarves would be displayed, by tying a corner over a bar set high up on a wall fixture, is brilliant. This allows the fabric to be displayed to its best advantage, to fall much as it would over the arm of a sofa, and obviates the need to refold merchandise after customers have handled it. Note the ‘through a rainbow’ colour sequence from neutrals to bold colour.