• je+1 stripped down the existing the DFS store to its shell to reconfigure the layout and design. New flooring and wall finishes were selected to complement and enhance both the furniture, brand messaging and range layout in store.

  • The store is an evolution of the recent store concept, designed in line with new marketing and merchandising principles.

  • The journey was designed to take customers through a range of product ‘clusters’ with key points of interest and digital interaction along the way.

  • At the heart of the store is a video wall with an interactive table to engage customers. They can navigate through the wider range and options available, and transfer information from the interactive screen to the video wall, with a single hand swipe.

  • The new concept includes four larger, premium, room-settings displaying exclusive brands such as French Connection, Country Living and House Beautiful, whom DFS have been partnering with over the recent years.

  • The finishes were modern and clean with injections of color in key locations around the store to compliment the new, stronger, brand messages and exclusive brand graphics.

  • The main DFS showroom showcases a new concept designed in line with new range and merchandising principles. The brief required an evolution of the current store concept to integrate key brand messages into the heart of the design and store infrastructure, and communicate the breadth of range and exclusive brands effectively through digital touch points.

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