E-Boutique
Marks & Spencer
Amsterdam,
Netherlands

  • E-Boutique

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    Kiwi & Pom was invited to design a new concept store in Amsterdam for Marks and Spencer: the ‘e-boutique’. Kiwi & Pom proposed that instead of jumping straight into concept design, the project should begin with a period of strategic thinking and a workshop - an opportunity to research multi-channel trends, the Dutch market and most of all, assess the design opportunity.

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    Kiwi & Pom proposed dividing the space up, physically, but also through a different shop fit, using items that would clearly delineate the Food hall from e-boutique.

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    The final design is influenced by the industrial heritage of Amsterdam and a desire to create a distinctive backdrop that would enhance the displayed products.

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    Kiwi & Pom also proposed the exterior should be designed to build excitement and anticipation among customers, with large format screens showing key looks and messaging.

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    Because the e-boutique was a small and challenging space, Kiwi & Pom built a full scale mockup.

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    Throughout the project Kiwi & Pom attended site visits to maintain the design intent of their concept

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    The technology within the e-boutique was integrated within the environment to create a more seamless experience.

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    The continuous rail is punctuated by oversized touch-screens, offering customers the chance to browse through a wider range of products virtually.

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    Kiwi & Pom designed the shopfit for the e-boutique to be visually light in order to make the product stand out. The warmth of wood was used to offset the coolness of the industrial aesthetic.

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    Kiwi & Pom also influenced the interior Food hall finishes palette to be sympathetic with the e-boutique to create a unified store environment.

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    The e-boutique showcases 'the best of' Marks Spencer based around trends and not their sub brands. This is a departure for Marks and Spencer but makes the shopping experience more intuitive, especially for a market not familiar with the brand.

E-Boutique

In April 2012, Kiwi & Pom were invited to design a new concept store for Marks and Spencer: the ‘e-boutique’.  Located on Kalverstraat in the heart of Amsterdam’s busy shopping centre, the store had to deliver the holy grail of retail – a way to showcase thousands of items in a tiny store footprint.

Located within Marks and Spencer's Simply Food store, the e-boutique uses multi-channel retail technologies to introduce customers to ‘the best of’ Marks and Spencer as well as its full online offering.

Whilst the location and scale of the store had been set by the client, the in-store layout, product, buying and payment options, display and technologies were all open to discussion.

With such an open brief, Kiwi & Pom proposed that instead of jumping straight into concept design, the project should begin with a period of strategic thinking and a workshop - an opportunity to research multi-channel trends, the Dutch market and most of all, assess the design opportunity.

Following this workshop, a series of design concepts were developed for consideration. The final design is influenced by the industrial heritage of Amsterdam and a desire to create a distinctive backdrop that would enhance the displayed products. The technology within the e-boutique was integrated within the environment to create a more seamless experience. Kiwi & Pom also influenced the interior Food hall finishes palette to be sympathetic with the e-boutique to create a unified store environment.

The e-boutique features a continuous rail which runs the perimeter of the store and showcase's 'the best of' Marks and Spencer, based around trends and not their sub brands. The rail is punctuated by oversized touch-screens offering customers the chance to browse through a wider range of products virtually.

Rather than bundling the entire e-boutique offer into one space, Kiwi & Pom proposed dividing the space up, physically, but also through a different shop fit - items were used that would clearly delineate the food hall from e-boutique. 

Kiwi & Pom also proposed that the in-store collection area should be celebrated, with a dedicated counter and bespoke packaging that would become desirable in its own right, (attracting more people in-store), that special hangers should be designed to highlight the ‘edited’ e-boutique range and the entrance way should be designed to build excitement and anticipation among customers with large format screens showing key looks and messaging.

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