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Schuh Opens in London with a Transformational Concept

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Designed by Briggs Hillier, schuh opens in Oxford Circus with a refit in the “twentyTWENTY’ store concept. Designed to capture the primary youth consumer, the concept is not only a digital and experiential first design, but a practical and dynamic trading environment.

The store has been transformed and it switched from a two-floor trading space into a significantly enlarged ground floor area with an open, fluid and flexible space that allows to make the space “breathable”. The height of the ceiling has been extended and the perimeter walls pushed back to optimise the sales floor and create a better opportunity for brand storytelling, whilst also bringing more stockroom space into the old basement sales floor and a new vertical conveyor to significantly improve speed of service.

The twentyTWENTY concept defines the overall store environment by a series of illuminated arches that result in a powerful presentation of the branded footwear offer and bring horizontal fluidity to the space.

The central column has seating wrapped around the base and will also be used to house artwork that represents topics of diversity, self-expression, inclusivity, Mental Health Awareness, LGBTQ+, Fostering Young Talent and Sustainability. Provided by local artists throughout the year, the artwork will capture the creativity and vitality of London while highlighting schuh’s commitment. They will also improve their understanding and deliver regular initiatives for these important subjects.

A large-scale digital screen acts as an anchor point. It is supported by multiple digital screens, whiche are used to capture shoppers attention by displaying trend-driven influencer content and brand campaign messaging. Digital content also extends to a large-scale screen spanning the right-hand window and creating a seamless transition when entering into the store.

On-trend sportswear collections take centre stage positioned in the front half of the store merchandised by brand, moving away from traditional men’s and women’s categorisation.