Fashion retailer New Look opened the doors to its new format Oxford Circus flagship today, which makes its product the main focus.

The 26,000 sq ft store houses womenswear, menswear, accessories, footwear and beauty clothing over four floors.

New Look's revamped Oxford Circus store

New Look has redesigned the floor layout to increase sales space.

The makeover is designed so that “product comes first”, according to the retailer. The layout is “sleek and clean” to make the product the focus.

Mannequins are used heavily across the store – in fact, there are more dummies in this store than any other in New Look’s estate.

Digital screens are featured on all floors displaying campaign imagery and brand videos. There is also a large screen in the window facing out to Oxford Street.

The retailer said that its Teen 915 area is a highlight of the store and has more personality injected in it than its previous incarnation. In the teen area, mannequins have been replaced with ‘ipadequins’ which feature an iPad head that show the faces of the current campaign models

New Look said that this reinforces “the feeling of fun and vibrancy” within its teen department.