U.S. BRAND IN LONDON'S BEST LOCATION
After renovation work over a period of roughly three months, Tommy Hilfiger re-opened his flagship store on Regent Street. Consistent with the existing retail concept of the American lifestyle brand, Schwitzke & Partner designed and planned a store that places the focus on digital elements and completes the omni-
channel strategy. The label’s brand world is showcased on nearly 1,000 square meters across two floors – in a typical classic, cool look that underscores the authentic American tradition. Its re-interpreted design language adds an elegant and nautically inspired atmosphere with numerous details: Fishbone parquet, mid-room furniture whose shape and material language are reminiscent of a yacht,
delicate clothes rails that hang from the ceilings, surfaces emblazoned with the initials “T” and “H”, fine lines in the CI colors red and dark blue.
Digital elements are placed throughout the entire store for a profound shopping experience – the customer can display a T-shirt in the right color and size on the shelf at the touch of a button or view the label’s entire collection on a screen. Customer value is always the priority. The use of new, powerful technologies creates leeway for an in-depth focus on the customer. An additional highlight is the People’s Place – a restaurant concept that invites customers to hang around, underscoring a holistic brand experience.