The new Heal’s lighting store in London’s Westbourne Grove is that rarest of things − a spin-off that works.

Spin-offs from a core proposition are often talked about, but relatively few retailers actually take the plunge, other than to vary the size of a format. The new Heal’s store in London’s ritzy Westbourne Grove is a good example however of taking an element of a substantial collection of furniture and homewares and creating something that really stands out.

The shop, housed in a restored Art Deco cinema, is devoted to lighting. Selected pieces of furniture have been used to create room displays and the centrepiece of the interior is a large blackboard with white neon letters, numbers and symbols. In the middle of it there is a screen that states: “write your name in lights”.

This can be seen from almost any vantage point in the store, even allowing for the multiple distractions in the shape of the pendant lights that are everywhere.

This is a store environment remarkable for being simple and yet compelling. It is hard to look away once eyes have been clapped upon it.