River Island opened its biggest store to date on Saturday, covering 19,968 sq ft across three-floors at the west end of Oxford Street in the Park House development.
The new store features a host of visual merchandising tropes, many of which will be familiar to River Island shoppers.
But this is River Island-plus in terms of features such as large format video screens, set into the brick walls and props, including a giraffe and a spiral staircase going nowhere but used as a shoe display fixture on the ground floor.
The basement is devoted to menswear, the ground floor to womenswear, while the largest footplate, on the first floor, is a mix of womenswear and kidswear.
The store will hold the title of largest in the chain until this Saturday when the refurbished store in Liverpool reopens.
Property agent Harper Dennis Hobbs advised River Island.