British design studio Kinnersley Kent Design, which also has office an office in Dubai, has created a new store concept for Heidi Klein – the luxury swimwear brand – to serve as a launchpad for the business’s next phase of international expansion.
Jill Higgins, Partner at Kinnersley Kent Design and director of the project says: “Our main design evolution has been to move the interiors iconography away from a beach-inspired dressing towards a more refined, internationally-applicable glamour, with inspiration from the domestic interiors vernacular of a ‘Hamptons House’. The store layout is therefore inspired by domestic zones: living room, bedroom, veranda and so on, which creates a more lifestyle-oriented environment and encompasses the growing breadth of the offer, including après-beachwear, menswear, childrenswear and a thriving accessories range.”
The new store design is very much a key stage in the expansion of the brand. ‘We set out to reinvent swimwear shopping into an exciting and enjoyable experience, while providing everything our clients desired in order to look and feel gorgeous on holiday; all under one roof,” explains Heidi.
The new, overall environment at the Chelsea store is very clean, with the product very much the star. The store needed to transport customers instantly into an oasis of calm, which it does via a space that is light and warm – and smells beautiful too. The walls, flooring and ceiling are all in white, with an accent colour of soft gold taken from the branding, plus sparing use of green palms to add freshness and vibrancy.
The strong new merchandising system contains elements that can be easily applied to smaller, concession opportunities, whilst merchandising densities reflect the premium positioning and are light in colour, underlining the transparent and bright holiday feel.
“The product is vibrant and pattern-rich’,” explains Higgins, “and we sought therefore to design a space that very much creates a canvas for the product, using neutral tones with texture for visual interest.”
Retail design: Kinnersley Kent Design
Team: Jill Higgins, Gemma Ratcliffe
Photographer: Kate Berry
General lighting: iGuzzini