WHSmith has opened a new-look destination store in Guildford, a prototype from which elements will be introduced to as many as 80 other shops.
A redesign of the existing two-storey property, the outlet features new lighting and decor as well as a premium stationery range from designers such as Design Guild, Mulberry and, in the coming months, Paul Smith.
The shop opened last Friday, and another 24 stores will receive key components by Christmas.
A spokeswoman said the store was designed to refresh the image of WHSmith.
'Guildford is the blueprint for a lifestyle store,' she said. 'There's not a lot of new product - it's more about re-framing our existing product.'
She said the store features bookcases rather than shelves, and other innovations include a children's activity area.
'We have done vox pops in the store since it opened and customers have commented that there is more choice, but actually it has just been merchandised in a different way,' she said.
On the ground floor are stationery products, news and magazines and an arts and crafts section.
Upstairs are DVDs, music and books. Staff have also received customer service training over the past nine months.
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