Harvey Nichols menswear department, London Harvey Nichols menswear department, London
Harvey Nichols menswear department, London Harvey Nichols menswear department, London
Harvey Nichols menswear department, London Harvey Nichols menswear department, London
Harvey Nichols menswear department, London Harvey Nichols menswear department, London

Menswear destination

12 : 04 : 2016 Harvey Nichols : Project 109 : Hypebeast

London – Harvey Nichols’ revamped menswear department breaks down traditional merchandising categories to create a new lifestyle destination.

  • New basement space now designed for customer flow between seven different rooms or ‘dress codes’
  • 270 brands spread over two floors, with 50 new brands introduced

The new 28,000-square-feet retail space is designed with a multidisciplinary, wardrobe-orientated menswear customer in mind and flow between the seven rooms is key to the design by architects Virgile and Partners. Each room caters for a certain dress code: international designer, denim, off-duty, tailoring, contemporary, accessories and shoes.

‘Harvey Nichols has moved away from calling itself a department store, and now the store is more of a large boutique,’ head of menswear Darren Skey tells LS:N Global. ‘We needed to differentiate ourselves from our competitors, so we have introduced a series of rooms that are more like individual boutiques, but there are product adjacencies that encourage customers to shop by dress codes.’

The menswear space will be open early in the morning alongside a new café area, and opening hours will be extended until late, with the introduction of a bar and restaurant adjacent to the new Project 109 collaborative pop-up space. Project 109 opens in May and will house guest edits from media brands or retail partners, kicking off with a selection by Hypebeast. 

The Big Picture

Retailers are focusing on concierge services and more entertainment-driven leisure offers that encourage dwell time and create a unique destination retail proposition. For more, buy our Retail Futures 2016 report, published today.

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