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In pictures: Habitat mixes tradition with tech in London flagship

Homeware retailer Habitat opened the doors to its refurbished flagship store on London's Tottenham Court Road, earlier this month.

The look of the shop, which was designed by the company's in-house team, combines many of the brand's traditional selling features with a nod to modern retailing. In particular, the video wall and array of customer kiosks have been included to raise the profile of Habitat's new website and digital approach.

The £1.5 million upgrade to the famous central London store has occurred ten years after its last major refurbishment. The 25,000 sq ft store, which is Home Retail Group-owned Habitat's largest in the UK, has been completely re-designed by a team led by the retailer's creative director, Polly Dickens, and creative manager, Graham Copeland.

The introduction of interactive touchscreens, which involved the project team working with Welcom Digital and Signstix to develop the touchscreen content and software respectively, allows customers to access Habitat.co.uk, where they can check out finish options and models not showcased in the store. Branded editorial content is also available online and via social channels in keeping with the recently launched #HabitatVoyeur marketing campaign.

Meanwhile the video wall will be used over time to highlight in-house creatives, behind-the-scenes films and specially commissioned artwork. General online content will also be displayed using this prominent platform.

Clare Askem, managing director of Habitat, acknowledged that the flagship is "very different" to the brand's existing stores, adding that it has been created to demonstrate what the business now stands for, while pushing its design values.

"There are no gimmicks or distractions here – we're letting the designs speak for themselves – in terms of quality and price point – in a new store environment where simplicity is key," she explained.

"I think we've really successfully brought together both online and offline strands of the business understanding how our customers are shopping today and we've set a benchmark for how we plan to evolve the brand going forward combining offline and online retail. For me, Tottenham Court Road is the perfect embodiment of this future multichannel vision and marks a really exciting new chapter in the Habitat story."

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Welcom Digital


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