• Luxury retailer Harvey Nichols has unveiled its new international womenswear destination floor with a concept by Studio Four IV. Renowned for its collections of expertly edited fashion merchandise, Harvey Nichols’ new space is home to collections from fashion houses including Balenciaga, Valentino, Alexander McQueen and Christian Louboutin, as well as many up and coming new labels. The 2,200-sq.-m. womenswear floor has just opened on the first floor of Harvey Nichols flagship store at 109 – 125 Knightsbridge, London.

  • The new concept provides a simple, yet elegant framework for the first floor womenswear collections, providing a subtle, contemporary Harvey Nichols canvas, against which each brand has the opportunity to express itself and showcase their ranges. Individual boutique spaces are defined by bespoke brushed-steel fixtures with brass detailing and minimalist brand signage.

  • Brands are invited to personalize the monolithic brand blocks that call out their label on the shop floor. Beautifully executed, these range from polished concrete to abstract artworks, which can be changed to reflect the look of seasonal collections.

  • Within their spaces, the brands are encouraged to add their own personality, which they have done through the inclusion of bespoke mid-floor display fixtures, carpeting, seating and mannequins. This creates distinctive gallery-like spaces, that provide a change of pace and give customers something new and intriguing to discover at each and every turn.

  • Walls and fixed structures have been removed, resulting in a new easy to navigate layout that encourages visitors to move freely from one brand to another.

  • The chalky white walls and floor provide a calm backdrop, placing focus firmly on the clothing.

  • The entire floor has been remodeled to provide clear pathways and sight lines, which allow vistas from one side of the store to the other; once covered windows have been opened up for the first time in more than a decade, flooding the space with natural light, to create a fresh, bright, spacious environment.

  • “Our design for the womenswear floor allows brands to express their own personality within a unique Harvey Nichols boutique concept. The result is a cohesive design with a relaxed ambience and fluid walkways, which encourage customers to meander and discover the exciting collections on offer; placing Harvey Nichols unequivocally at the forefront of premium fashion retailing,” says Chris Dewar-Dixon, co-founder of Studio Four IV.

  • A polished stainless steel archway and theatrical showcases signpost the entrance to the shoe room.

  • The new shoe room features soft blue-on-blue tones of the furnishings against the pale maple, giving the space an understated, chic ambience.

  • Shiny miniature display arches mirror those at the entrance to the shoe rooms. The curvaceous banquette features plants, which creates a more domestic feel, and also includes mobile phone charge points, providing an added service benefit for customers.

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