Radical visuals to anchor New Look on Oxford Street

Value fashion group New Look will offering a new face to customers when it opens its flagship on London's Oxford Street on Thursday.

The shop will look radically different to New Look's standard high street outlets. A wide stainless steel staircase with a bright pink handrail will feature. After dark, a continuous video showing slow-moving images of girls, wearing pink tights and walking a crocodile, will be projected onto the outside of the store's windows.

Numis analyst Iain McDonald said the shop illustrates New Look's response to competitors such as H&M and Zara.

'They're trying to do something different, having not been quite so creative in the past,' he said.