Last weekend, Lindex opened its first store in the UK and launched a new international concept at the same time.
See the pictures from inside and the thoughts behind the concept by Checkland Kindleysides.
The new interior design of the 10,500 sq. ft. store at Westfield, Stratford reflects the brand’s proposition, which offers a combination of Scandinavian roots with international influences. It has been designed to help Swedish brand, Lindex become a well-recognised and inspiring affordable fashion brand in the UK.
After the opening, CEO Ingvar Larsson was very happy with the new concept, describing it as ”absolutely stunning and a world class experience”.
“We have transformed the space for our international customers. The interior really elevates the in-store assortment and gives customers the best shopping experience,” says Henrik Rosenlund, Store Concept Manager, Lindex.
Checkland Kindleybrands has crafted a distinctive retail experience that amplifies the brand, through a store concept that is agile, adaptable and unmistakably a house of Lindex brand experience.
”We felt a resonance between our aesthetic intentions for the store and the Modernist Scandinavian design movement which looked at the functionality and simplicity of the form, combining modern materials and techniques with natural materials and craft to create functional objects with a positive emotional appeal,” says a release from Checkland Kindleysides
Each item of furniture was individually considered.
”When designing the fixtures and furniture we looked at materials that work well together and complement each other in the overall concept; creating clever little junctions in the furniture; small design details, but ones which add to the overall store concept and reflect the values and Scandinavian roots of the brand.”
For the store in Westfield, the double height façade, gives a light and expansive view into the store. The 7m glazed window provides great opportunity for Lindex to showcase the brand, whilst to the right, the large entrance opens up to a sweeping oak stairway which takes customers up to the first floor mezzanine and the kidswear department; signposted by the floating kids’ display window.
”Taking inspiration from Lindex’s identity, we looked to their quirky ‘E’ and created an elegant pattern, which creates a statement in the stairwell and an ownable signature for the company.”
The ground floor of the store presents Lindex’s womenswear ranges, with seasonal looks and key product stories presented at the front of the store on the stairway, and around the store in fine black linear campaign frames.
Checkland Kindleysides also created bespoke fixtures including feature frames and tables, which are used throughout the store to present hanging and folded products, bringing Lindex’s latest collections to the fore.
Creating interest around the perimeter of the store, further product stories are told via mannequins and through framed displays set against a range of light oak, white wood and polished plaster backdrops; sign posting ranges and ensuring ease of shop for Lindex’s customers.
Lingerie (the foundation of the brand), is displayed at the back of the store.
”We opened up the fitting rooms to create an area which is more inviting and feels like part of the store. With relaxed seating set on a wooden floor and rug, with pendant lighting above; the waiting area has a warm and comfortable lounge feel. Whilst the spacious curtained fitting rooms feature generous hanging rails and seating as well as fixed and moveable mirrors for the optimum view.”
Upstairs, the kidswear department uses the same design concept and materials palette across the fixtures, except from the fitting rooms and cash desk which are scaled down and incorporate a playful blue to create a point of difference between the floors.
Downstairs, the cash desk creates a destination point, the 6m long copper fronted, lit desk provides a warm glow, set against a backdrop of light boxes featuring seasonal graphics, which slide away to reveal a pop of red.
The red color of the brand is used sparingly, to highlighting key touch points through thoughtful details; from the red pendant lighting flexes, to the coloured ends of POS blocks holding VM graphics and cupboard interiors.
”The overall colour palette is light and clean, with touches of black and wood. Materials have been chosen for their texture; such as the grain of timber, brushed steel, brickwork and polished plaster finishes. With a focus on natural materials, blonde woods are used for many of the fixtures and in the fabric of the store, including the light oak staircase and flooring in the fitting rooms.”