Denmark’s Bestseller unveils new Pieces store concept

Danish retail group Bestseller engaged Dalziel & Pow to create a multi-faceted showroom concept for its Pieces store brand.

The ‘Her Social Studio’ concept, located within Bestseller’s headquarters in Aarhus, immerses customers in a multi-faceted hub for co-creation and brand storytelling. It’s an evolution of the concept store, in Den Bosch, which Dalziel & Pow created for the brand two years ago.

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Pieces, which positions itself as dedicated to “helping independent young women create and complete their look with perfect essential basics,” is one of 20 brands owned by Bestseller, perhaps the best-known of which are Vera Moda and Jack Jones.

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A Dalziel & Pow spokesperson said the new concept design fuses classic retailing with a working studio, creating a multi-purpose space which houses a myriad of brand activations and engagements, from staff training to trialling products and merchandising to customer workshops and styling sessions.

“The aim is to give any visitor, be that franchisee, partner, supplier or staff member, an opportunity to ‘buy into the brand’ through a totally immersive experience.”

The flexible showroom is broadly divided into two zones – ‘Her Wardrobe’ and ‘Her Studio’.

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The retail space ‘Her Wardrobe’ exudes a contemporary Scandinavian aesthetic. It is designed to be a flexible shoppable space, featuring a “coming soon” panel for sneak peeks at future product collections and collaborations. As well as showcasing the store concept it can be used to trial merchandising ideas and accommodate a constantly changing program of events and classes.


‘Her Studio’ is designed as a co-working space, giving insight into the brand and its creative processes. Customers and partners can relax in an informal lounge setting, or access complimentary drinks and gift-wrapping from a concealed ‘hosting cupboard’.

The showroom is 100 per cent self service: cashless, cardless and – most of the time – unstaffed. Visitors and staff can make purchases through via their own mobile device.

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“The whole space allows the brand story and retail concept to be told in a truly immersive and seamless way,” said the spokesperson.

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