A company synonymous with Oxford for
almost 140 years, Blackwell’s recently
launched a cutting edge bookshop at Westgate. With the aim of enticing multiple
sectors of society through its doors to
enjoy the art of reading and love of books,
the spacious, modern shop is the perfect
platform to do just that. Having an element of fun running through its informative core,
it opens on the upper level right next door
to John Lewis - a very smart move indeed.
At the heart of this intelligently designed
store lies a life-size tree complete with
lush branches and decorative leaves. An
ornate metal seat wraps around its trunk
and branded bags are hung from a stump
above. Often mistaken for the tree of
knowledge, it was intended as a place to sit
read and relax – as you would on a sunny
day in the garden – but it also provides an
eye catching focal point. The tree lights up
the space around and its whimsical design
instils an element of fun in the store.
Windows are also of great significance and
their displays form an integral part of this
immaculately presented concept. A giant
wheel attached to a model of the Eifel
Tower fills one of the left hand windows
and provides a formidable marketing
opportunity for authors, whose books
can be positioned on and around the
Ferris wheel. From outside the store the
word ‘books’ is spelt out across the entire
shopfront in large, three dimensional
graphics. The B however doubles as the
Blackwell’s logo, the detailed design being
displayed here in extremely large format
with the wheel serving as an ‘O’. It captures
the imagination before even entering and
emphasizes what’s inside.
The store is well lit, the ceiling left open
with numerous, giant size, suspended white
panels having sunken spots and additional
track lighting to wash light through the
space. The freestanding, neat, light oak
shelving units are positioned at angles to
assist your passage and are interspersed
with low level display tables for showcasing
various book related gifts and accessories.
As you would expect perimeter units also
in light oak line the walls and provide
additional shelving. The children’s area is
clearly marked out on the right side and is
visible from outside; fake stepping stones
create a path through a mock grass area
that is fitted out with accessible shelving
in pastel blue, plus miniature tables and
chairs - all perfectly suited to little people.
Subtle references to the brand’s history
are applied to the walls, as well as being
delivered on screens. A pale wood sales
counter is also located centrally towards the
rear of the store.
The new 3,000 square foot concept was
designed in-house and has the winning
formula of a contemporary business. This
vibrant new outlet clearly highlights its
reputation for excellence in customer
relations and specialist knowledge
and is a worthy addition to this new mall.
.
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