The shop, which is set over three floors, has increased trading space by 20 per cent to 7,300 sq ft (680 sq m). Both the interior and exterior were designed by London consultancy Dalziel + Pow.
Like the nearby refurbished Marks & Spencer Pantheon store, which reopened last week (RW, December 7), the decision was taken to convert its two narrow entrances to a single central portal more than 4m wide. The small display windows have been replaced with a single open display, improving access and visibility for passing shoppers.
Internally, the structure of the space has been transformed by the removal of large architectural elements that prevented circulation. These have been replaced by a double-height atrium, as well as an escalator, lift and stairs, again, with the intention of improving access across all floors.
A series of navigational bands, which are a combination of black and polished stainless steel and include LED tickertape and LCD screens, have been introduced on each floor to guide shoppers around. The bands are also used to display brand messaging and customised video content.
In addition, the fixture density has been reduced, creating a more open feel and allowing graphic merchandise category markers to be incorporated, which are colour coded by department.
The overhaul represents a complete rethink of the store interior. Dalziel + Pow, which has been collaborating with JD since early 2006, has worked on 22 new-format JD stores around the country during that time.
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