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First mall store for Jigsaw in Milton Keynes

Fashion retailer Jigsaw is to open a new store in Milton Keynes, in the Centre: MK mall. The store will be located close to existing stores from Kurt Geiger, House of Fraser and The White Company as the centre seeks to attract increasingly aspirational brands.

GPStudio has been appointed to design the store, which is due to open before Christmas 2014. It will be the retailer’s first new mall site so the agency has been briefed to bring the brand to life in a space that is a blank canvas – most Jigsaw stores are more commonly in character buildings.

Jigsaw seeks to remain authentic and relevant to its location. For Milton Keynes, a 1960s ‘new town’ built on a grid system, a modern shopping centre site was deemed appropriate. The long, narrow store space is to be made more alluring by using intentionally contrasting materials and mid-floor units to create pace and opportunities for visual merchandising to perform the task of storytelling.

A pared-back gallery shell will feature textured walls, with a gridded wall system, and a concrete floor. A low-tech feel has been adopted, avoiding technology for technology’s sake.

The store is set over two floors, and will sell Jigsaw’s full fashion range as well as limited edition products. Inspired by the chain’s Duke Street Emporium store, which includes a brand of Fernandez and Wells, the Milton Keynes branch will include a café. There are two entrances to the store, one of them via the café.

“We’ve enjoyed working with Jigsaw’s in-house design and branding teams to deliver its first new mall site, creating a concept from scratch, and with a client which has an innovative attitude to retail, has been an opportunity our designers have relished,” says GPStudio partner Stuart Naysmith. “We look forward to working with Jigsaw on forthcoming stores in the UK and internationally.”