The blueprint for all future Harvey Nichols stores, this Birmingham unit is both innovative and evolutionary, offering the ultimate luxury retail experience
The Portview team worked to deliver a 45,000 sq ft “all on one floor” layout that incorporating contrasting textures and finishes as well as innovative add-ons including a 5m x 3.5m digital screen which is used instead of traditional windows to showcase content to draw customers into the store.
Customers enter through a 12 metre long tunnel featuring a cutting edge digital art installation and an oversized baroque crystal chandelier that creates a theatrical decorative effect.
A sense of space is created by the generous ceiling height of almost 5 metres, enhanced by semi-transparent polycarbonate panels which produce the ‘wow’ factor. The space is open plan, enhanced by the creation of a natural route that uses a soft white marble with characteristic grey and terracotta veining at the core, which contrasts grey concrete floor tiles around the perimeter.
The central space is dedicated to beauty with counters made from concrete slabs topped with white Corian® and faced with iridescent horizontal panels. Towards the back of the store, there is a ‘pod’. The architectural forms of the ‘pod’ are sculptural and soft, the marble floor penetrating into the beauty area while an internal staircase leads to the mezzanine, offering commanding views of the store and creating seven beauty treatment rooms.
An eclectic mix of materials is present in the furniture, from utilitarian plywood boxes or terrazzo plinths to elegant bronze metal and marble finishes, while a variety of background wall treatments a includes a rough unfinished plaster, and an elaborate texture of brick and timber blocks forming a sculptural pattern.
Both men’s and women’s fashion areas offer generously sized fitting rooms that include a digital 360 mirror, ambient lighting, modesty cupboards and phone charging points – practical solutions that enhance the luxury shopping environment.