London, England
Posted August 22, 2001

One of the greatest challenges of designing stores for teens is the fickle nature of the target clientele. This in mind, London-based apparel retailer Oasis decided to update its brand image, starting with an 11,000-square-foot store on London's Argyll Street.

Of course, the retailer took a very 21st Century approach: It tested the new brand image on its web site -- oasis-stores.com -- before unveiling the new look in a bricks-and-mortar presence. The London branch of Fitch (Columbus, Ohio) took the spirit of the Oasis brand -- color, vitality and vibrancy -- and infused it into the store. Blues, purples and pinks replace the white that dominated Oasis'previous design. To create a more visually appealing environment, glass, wood, white plastic and mosaic are used throughout. Graphics by fashion illustrator Camilla Dixon add fun and fancy to the walls; oversized floor-to-ceiling banners adorn the cashwraps.

Customer-cosseting features include Studioasis, an area by the fitting rooms where friends can watch TV, read magazines or log onto the web site while others shop. Changing rooms are also 20 percent larger to let shoppers try on clothes comfortably. Each cubicle even offers four music channels, and an illustration of an elegant woman's hand asking "May I take your coat?" acts as a coat hanger.

Client Team: Oasis, London -- Derek Lovelock, ceo; Andy Fearn, senior project manager of retail operations

Design Team: Fitch, London -- Tim Greenhalgh, creative director; Ewan Ferrier, interior designer; Michelle Dabinett, graphic designer

Suppliers: Kvadrat, London (fabrics); E & F Shopfitters, London (ceilings, fixturing, flooring); Richard Dewhurst, London, Bill Stools, supplied by Boline Intl., London (furniture); Fitch, London (graphics); Martin, London (lighting); Proportion, London (mannequins/forms); Stylographics, London (signage); Dulux, London (wallcoverings)

Photography: Melvyn Vincent, Melvyn Vincent Studios, London