Jessops has launched a new store design that seeks to immerse the customer in the world of photography with a consultation area, mini lab and training room.

The 2,745 sq ft store is spread across two levels in The Oracle shopping centre in Reading and will act as Jessops new flagship store and will influence future designs of Jessops stores.

Customers enter via “The Gallery”, a double-height space featuring images from around the world, and within the space they can learn about the latest imaging technology and print their photos in a Fujifilm Frontier Mini Lab.

Jessops chief operating officer Neil Old said: “The opening of our new flagship store really does shine a light on our commitment to our customers’ experience in store.

“With its innovative design and state of the art equipment coupled with services such as printing, camera trade-in, equipment rental and a wide range of photography courses, all delivered by our expert, friendly staff means we are able to offer everything our customers could possibly need.”

An ‘Academy Training Room’ is located on the mezzanine level and will host a variety of photography courses for all skill levels.

Jessops hired retail brand specialists Liberation Creative Consultants to build the new propositions, store design and in-store communications.

The Reading store will be the first Jessops shop to offer a range from the German-based Leica camera brand.

Jessops’ flagship store is located within the centre of The Oracle shopping centre alongside brands including Zara, Five Guys and H&M.

The opening of the Jessops store takes the number of stores to 31, which includes the Sainsbury’s concession that recently opened in Newport.

Jessops has plans to open an additional three high street stores and two concessions in Sainsbury’s in the coming months.