A house of brands. Harrods

Luxury retail identities at HarrodsKeeping with Edwardian architecture

A house of brands. Harrods

A delicate balance of luxury retail identities

A dominating force in the luxury retail market are those global brands offering sought-after, desirable ’must have’ fashion accessories that shoppers covet.
Harrods' Ground Floor, and its exclusive Knightsbridge address, have become a mecca for customers from all over the world. These customers want to see and buy the most exclusive collections from brands such as Louis Vuitton, Hermes and Chanel, all under one roof.
Harrods position is that of balancing the traditional with the modernity of some of the very best and exclusive brands. The Fashion Accessories Luxury Rooms needed to combine the splendour of  Edwardian architecture with the contemporary fashion character and style of those brands on show, applying a sensible and universal solution.
That subtle balance of individual branding and identity within an all-encompassing environment is fundamental to a successful department store.
The contemporary approach to the scheme includes simple devices such as streamlined frames providing structure and consistency to all individual brands within the Harrods envelope.
The restoration of the grandeur of the architecture, the use of parquet flooring and emphasising the rooms' instrinsic  features, such as the original mosaics floor displaying the 1902 Harrods logo. We wanted to embrace the store's history, whilst simultaneously positioning the rooms at the cutting edge of fashion and style.
The Rooms of Luxury have quickly become one of the most visited departments and one of the largest revenue generators of the store. The Rooms helped boost overall store sales, which rose 11% to £651.7m.

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This project was developed and delivered by Virgile+Partners (previously Virgile & Stone), the global retail, hotel and restaurant specialist within the Imagination Group.