Schuh has revamped its Oxford Circus flagship to appeal to its Generation Z audience.

The footwear specialist unveiled its new-look London store following the successful overhaul of its Livingston, Bristol and Manchester branches.

The new concept, called ‘TwentyTwenty’, was designed by design agency Briggs Hillier with the young generation Z shopper in mind, offering digital and experience-led retail.

Most notably, the store is gender-neutral, organising products by brand only rather than the traditional men’s and women’s sections.

Previously spanning two floors, the store now sells on just one expanded ground floor with higher ceilings and movable, interchangeable display units.

At the centre of the shop is the “hero cube”, an interactive space for brand takeovers and in-store events.

Bridging the gap between online and offline, digital screens feature heavily inside the store and in its windows, displaying influencer-led content and brand campaigns.

The store will also play host to local artist’s work, which will change throughout the year.

Schuh opened its first TwentyTwenty store in Livingston in May 2019, with plans to roll out the design at all new Schuh sites. The retailer will launch a new TwentyTwenty Schuh Kids concept later this month.