Oasis, London

Taking inspiration from the earlier Argyll Street flagship, Oasis has also opened its doors at the new Westfield Stratford City.  Dalziel and Pow has successfully combined the innovative look and feel of its two storey West End counterpart, within this single floor mall store.  The new outlet features mood enhancing lighting plus treatments to fulfil its latest day and night theme and add a touch of class.

As you enter this latest creation, you are immediately aware of a shift in style.  The dark wooden panelled entrance stretching from floor to ceiling and allowing just a glimpse of what the store has to offer, is impressive to say the least and appears to elevate this main stream store to new heights.  Great emphasis has also been placed on the window display.  On visiting, the theme of the moment was fifties florals and Oasis was keen to flaunt its partnership with a specialist textile manufacturer.  In very Harvey Nic’s fashion, the entire window had been taken over by an enormous stack of life size mattresses, each covered in an exquisite floral print, with the title ‘The Print – cess and the pea’.  And, yes, there was a tiny pea popping out from the makeshift bed. 

Within, the front of the store has been accentuated for the daytime look and is bright and fresh in a textural white box that allows the clothes to sing.  The area has been flooded with light, which bounces off the surrounding white surfaces and increases the impact.  A variety of ornate wooden and textured panels have been layered and attached to the walls to soften as well as add character and charm.  Fittings in this section of the store are glitzy and conjure up the Princess feel along with the flamboyant clothing and intense merchandising.  At the back of the store a calm, atmospheric night time setting has been achieved with dark ceilings and high contrasts.  Moody and theatrical, the use of spot lighting adds to the effect.  Much attention has been given to the fitting rooms.  Sited at the back of the shop, they are incredibly spacious and luxurious especially in comparison to other chains of this nature.  This area allows plenty of space for waiting friends and families.

More showroom than stockroom, the store embodies a modern, boutique feel rather than High Street chain.  It also utilises an ample amount of digital technology with iPads for online browsing, thus ensuring the store is abreast of current technologies and keeps its youthful clientéle happy!

A really good concept from a long term, fashion favourite!