Multi-brand designer clothing retailer Choice Ltd has unveiled a stunning, totally new concept in store design at Westfield’s eagerly awaited new White City shopping centre at Wood Lane, London.

Choice’s new unisex store has been designed and project managed by award winning Manchester-based interior design firm Rawfish, who has been working with Choice for the last 12 years.

This is the seventh store Rawfish has designed for Choice in its own right, which has outlets in Bluewater, Lakeside, Romford and Canary Wharf, along with project coordination on franchise stores for G-Star in Covent Garden, Cambridge and now Westfield.

“Choice at Westfield London is unlike any other Choice store we’ve ever designed”, says Rawfish creative director Andy Barlow. “The concept unfolded following a fact finding tour of Tokyo between Barlow and Choice managing director Laurence Davis in February 08.”

“When Laurence asked me where the world’s most progressive fashion retail design was taking place the answer was obvious. Tokyo is the home of innovation and reinvention, this is the only city in the world where an amazing store sits next to another… and then another… and another, and this goes throughout the districts it’s not just in isolated areas.”

The range and diversity of the Tokyo skyline was a major influence on the style and layout of the Choice concept.

Barlow continued: “Whereas previous Choice stores have been influenced by Italian style and finishes to reflect the designer brands Choice carries, Tokyo’s more avant-garde approach to retail design seemed to be more appropriate for the current brands such as Juicy Couture and Ed Hardy at Westfield. The Tokyo mix has given us something totally new and exciting to deliver a richer consumer experience and distinctive image for the brand.”

Rawfish’s concept for Choice’s 4700ft2 store represents a development from the Bluewater style fit-out. The natural tones of greys and off whites have been retained but with deeper contrast which relates to the textures employed as well. These go from highly polished stainless steel and mirror through oak boards to both walls and flooring; polished black plaster and marble tiles contrast with concrete screed. The Westfield store boasts an efficient and alluring floor plan highlighted with magnificent curving ceiling details setting up directional routes throughout the two floors. Floor to ceiling glass pods on the ground floor create intimate shopping spaces whilst the mezzanine level’s accessories area, accessed by both a high-tec glass elevator and polished / bead blasted stainless steel and glass stair, is highlighted by a sculptural central floor feature incorporating seating and display for bags and footwear.

The mezzanine is lined with glass shelving, much of which is back lit with LEDs – first spotted by Davis in Florence. The flooring of herringbone wenge parquet is bisected with white, metre squared, marble tiles running in a curve around a nucleus of soft carpet. Separating the ground and mezzanine floors is an eight meter wide LED screen showing bespoke animation created specifically for the Westfield store. This links to the back of the store where a bespoke wallpaper designed by Rawfish depicting vertical slices of photographs taken by Barlow in Tokyo dominates the main wall by the lift.

Choice has invested in the region of £1.5million in the new project. Managing director Laurence Davis said: “The retail fashion market is more competitive than ever as high street retailers invest more and more in the design of their stores to protect their position against the value retailers and try to establish a more premium position. This linked with the current credit-crunch means that Choice has to out perform its competition. Our new concept will blow our rivals out of the water and is unlike anything else in the UK. It will really allow us to differentiate ourselves and move the brand forward.”

“The new Choice store focuses on retail experience, which has always been central to our success. There are many products that can be bought online but fashion retail is as much about the environment, service and in store inspiration as it is about the products. That is why we’re continuing to invest in industry leading interior design.”

Davis added: “We have continually strived to create enticing retail interiors to standout in the competitive market place, recognising the return on investment this strategy delivers. And we’ve improved our store designs with every new outlet. But it’s no longer good enough to do a good shop fit – you have to go that extra distance to stand out. That’s exactly what we’ve done with Choice at Westfield, London.”

Choice’s Bluewater store won FHM Top 100 Doors in 2004 as well as Best of Bluewater in the same year.

Email: andy@rawfishdesign.co.uk