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GRR behind New Look front

Green Room Retail is the creative talent behind Oxford Street’s latest show-stopping retail window. The International retail design and manufacturing agency was appointed by fashion retailer New Look to develop the window concept for its new flagship store on London’s most famous shopping street, which opened today (Friday 5th February).

The new store is located at Oxford Circus, one of the most coveted retail locations in Europe. New Look’s brief to Green Room Retail was to create a frontage not only befitting this prime location but capable of achieving exceptional impact in a sea of competing brands.

Additionally, the design had to work with Oxford Street’s many audiences, not least shoppers on the adjacent pavement, shoppers on the far pavement and bus passengers. And finally, the window has to signpost the four floors of fashions available in store.

The focal point of the two-storey, three-window display unveiled today features a series of oversized and illuminated acrylic cantilevered stairs, extending out from a brightly coloured backdrop. Dressed male and female mannequins on occasional steps showcase the fashions found in store, while the steps can be illuminated in an infinite number of sequences and colours to provide theatre and visual excitement.

The simple component design allows the stairs to be reconfigured with ease for different campaigns, seasons or occasions. The lighting can even be controlled remotely via the internet.

A third window on the first floor is dominated by an intriguing ‘reveal’ grid. Single shoes sit within triangular mirrored pods, which periodically revolve in sequence to reveal, in turn, two promotion graphics. This innovative design allows three separate stories to be told from a single display unit, and again, each component can be exchanged allowing the display to be refreshed with ease.

Richard Ash, chief executive and founder of GRR comments: “I genuinely believe we’ve pushed innovation and broken new ground with this project, raising the standard of visual merchandising for high street brands. We have borrowed inspiration from a wide variety of sources, from nightclubs to advertising hardware to New York couture, and brought it all together to create something new and exciting.

“The standout this store achieves against its neighbours is demonstrable and, as a greater number of people are attracted into the store, that will translate into sales. With the estimated annual footfall on Oxford Street exceeding 70 million, our opportunity was obvious.

“The scheme is not only a visual treat but operates on a number of levels with each display earning its place in the scheme by appealing to each audience in turn, without being exclusive. Every phase tells a story, creates intrigue, invites temptation and sells the brand proposition. It’s a commercially and aesthetically sound design that will serve New Look well for years to come.”


New Look design concept manager, Fran Theanne comments: “The Green Room Retail team have been key partners in the development of this store, working seamlessly with our architects and shopfitting team to deliver the project with comparative ease. Their infectious enthusiasm, retail savvy, and creative and engineering ingenuity has resulted in a stunning design befitting of a flagship store.”

View the case study here.

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