Birmingham, UK – Harvey Nichols has opened a new store in Birmingham with a focus on technology and concierge-style services.
Moving away from department store aesthetics, store designer Virgile and Partners was inspired by the idea of controlled disruption. The usual beauty hall entrance has been replaced with a dramatic 39ft LED tunnel that features digital art. Inside, the womenswear, menswear, beauty and accessories sections blur into each other.
The store also focuses on concierge-led services, such as private shopping lounges with access to personal shoppers, smart fitting rooms with 360-degree mirrors, a private VIP entrance, valet parking and a coat check.
‘Customers have told us they love going into hotels, getting rid of everything as they walk in and having it all taken care of,’ says Shadi Halliwell, group marketing and creative director at Harvey Nichols.