John Lewis has opened a two-floor pop-up store in Exeter ahead of the opening of a five-floor, 60,000 sq ft shop in six weeks’ time.
The pop-up took 11 weeks from idea to completion and is intended to “start the conversation” about John Lewis in the city, according to Kim Morris, head of retail design.
Building materials have been used as visual merchandising props, intended to promote the message that “we’re building a new John Lewis”, says Morris.
Chipboard, breeze blocks and hazard tape elements all feature as part of the in-store design, as does a highly edited version of the department store group’s home and fashion offer – there is representation from every category.
“We’ve turned up the visual merchandising volume here and see it as an opportunity for people to get to know us, rather than selling loads”, says Morris.