The Harvey Nichols flagship at Pacific Place has reopened after a three-month refurbishment, adopting a new store model which takes up just half the space of the original store.
The department store has for the first time combined its local offline offer with its worldwide online range of products so the company says despite the smaller footprint, the number of products on sale has trebled.
In a statement, the company said this is the first Harvey Nichols flagship store in the world to launch this omni-channel concept, “with an aim to drive the most immersive, enjoyable, and personalised shopping experience possible”.
The store now offers a wider selection of up-and-coming fashion brands, especially designer labels from Korea and Japan: 300 womenswear labels are now on offer and 10 for menswear. Of those, more than 160 brands are exclusively available in Harvey Nichols and 20 more brands are making their Hong Kong debut.
The concept was designed by Studio Four IV, which previously designed stores and departments for Harvey Nichols in London, Doha and Hong Kong as well as working with luxury hospitality brands such as Mandarin Oriental and Raffles.
While Harvey Nichols online platform offers around 500 brands, the overlap of the product offline at the stores is less than 10 per cent, allowing customers to browse and shop for more than 800 international fashion, beauty, accessories, jewellery and watch brands either online or offline within one space.
Located on level 2 of Pacific Place, the Harvey Nichols flagship spans more than 42,000sqft. The company says the design concept is “heavily influenced by transparency, motion, light, and openness, with many futuristic elements in a bold and stylish manner”.
The store is divided into three main areas: fashion, beauty and watches & jewellery. The largest fashion area is further divided by different themes including women’s designer, women’s modern classics, women’s advanced contemporary, women’s fashion playground, women’s shoes & handbags, women’s accessories, women’s evening wear, menswear and the newly established Online Style Lounge.
Harvey Nichols says technology is core to the new store format, carefully interwoven into the design. A glass panel next to the main entrance is an interactive touch-screen window where customers and passers-by can browse the products on Harvey Nichols online store. Customers can scan products with their smartphones using a QR Code allowing them to mix and match items with other products in the store or discover more about them online.
“To curate a seamless online and offline shopping experience, every fashion zone is equipped with interactive screens to show similar or “match-it-with” products in a 1:1 ratio. Similarly, by scanning the QR Code, customers can add the products into their wish-list or know more about the details, such as sizes, materials and model showcase images,” the company says.
At the Online Style Lounge at the store’s centre, customers can receive a personalised styling experience. In an open styling consultation area, stylists will assist customers choose items according to their taste, needs and preferences, and create a personal style for them.