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Design showcase: New flagship for TBK Design

TBK Design – an independent London retailer specialising in tiles, bathrooms and kitchens – has relocated its original store to a new flagship location, as part of the next stage of its growth strategy.

The retailer, which has been established for more than 35 years, appointed design agency JE+1 to design the new store, which is located on West Hendon Broadway in North London. The store is close to Brent Cross shopping centre, a landmark centre in the area.

The broad design project included developing the store concept, along with a new brand identity, and interior design including fixtures and displays, as well as lighting and point of sale displays. It also included design of the store's external facade. The new look represents a significant change from the brand's previous look and feel, which used brighter colours and focused on more of a value-based proposition.

Initial research stages of the project by JE+1 highlighted the opportunity to create a more streamlined sales process at the three-storey, 2,787 sq m (30,000 sq ft) new store.

This was refined into an entirely new customer experience strategy, reflected in the store's new identity, to help customers navigate an extremely varied product range. The store's offer spans several product categories and includes a broad choice including budget, high quality, and luxury offers.

Customers enter the new store through an imposing entrance foyer designed to set the tone for their whole visit. A bespoke desk, customer lift and staircases are finished in dark marble, with modern industrial-style lighting by Italian specialist iGuzzini, which provided the lights used throughout the store.

The customer journey allows for exploration, but with clear guidance for those seeking specific products. For example, within the main bathroom showroom, the layout provides zones for aspiration, selection and consultation.

A range of bathroom sets – with working showers – are interspersed with fitting displays and tile selection areas, to ensure customers have access to the appropriate expertise and accessories at all destinations.

A 'bespoke' department area specialises in high-end bathroom design, with opulent vanity furniture and large format porcelain tiles.

Digital screens are fitted throughout the store, allowing customers to explore products and compare further ranges. Bespoke fixtures were provided by Aspen Concepts, and tile fixtures were created by Marocchi.

JE+1 is a multi-disciplinary consultancy, and is part of John Evans Interior Architecture and Design, which is based in Birmingham. It has designed projects that include an in-store cafe for Cumbrian department store Dixons, as well as stores for DFS and Bensons for Beds.

Photography: Billy Bolton

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