A few weeks ago I brought you details of Harvey Nichols’ plans to refurbish the menswear department of their Knightsbridge store. Well those plans have now become reality, and last week I got the opportunity to have a tour of “the ultimate shopping destination for menswear in London”, and it’s nothing short of spectacular. Occupying the two lower ground floors of the iconic store, the space has undergone a major nine month refurbishment and marks the first stage of an ambitious four year plan to renovate the entire store.
Spanning 28,000 square feet, the space boasts stunning architecture and features the brand’s new design concept which moves away from the traditional shop-in-shop format and instead features a ‘collection of specialised boutiques’, where rooms are treated as a gallery of eclectic fashion and art installations, creating a sophisticated, individual and modern retail environment. Each specialised boutique offers customers visually exciting retail displays aided by a series of pop-ups and installations that will rotate every four weeks. Kicking off the activity throughout the month of April, Harvey Nichols have joined in the celebrations with casualwear brand Dockers, who celebrate their 30th Anniversary. OFF-WHITE designer Virgil Abloh will curate a pop-up in the designer room, while in the contemporary space Y3 will be installing a display to celebrate the launch of their Y3-Sport collection this Spring.
Moving from room to room, I encountered different collections – Contemporary, International Designers, Off-Duty, Denim, Tailoring and Accessories, each and every one of them a boutique in its own right. Improved connectivity and an organic flow between departments has been carefully considered, to ensure that the customer journey is fluid.
Revolutionising traditional merchandising techniques further enhances the shopping experience to make it quick and stress free. The Denim room is merchandised by product type; categories such as white t-shirts, denim shirts or leather jackets, appear together on a rail regardless of brand. The Tailoring room is merchandised by end use; day suits, formal suits and tuxedos are merchandised together, providing a seamless and effortless shopping experience for the customer.
New to the menswear department is Project 109 which will open in early May. This innovative new space will house the very latest in gifts, technology, sunglasses, fragrance and grooming, plus an installation area, which will showcase a series of pop-ups and immersive experiences offering customers inspiration at every turn. Hypebeast will be creating one of these exclusive pop-ups for the launch of Project 109.
Also new to the space is a vast Style Concierge suite with multiple interlinked large dressing rooms that allow the space to be either compartmentalised or used as a grand space where customers can hang out with friends and enjoy the private area. Vast mirror surfaces, generous fitting rooms all fitted with modesty cupboards, mobile phone charging points and interesting pieces of contemporary furniture and art, as well as a private bar, ensure that customers are treated to a 5*customer experience.
The curated edit of brands and continuously evolving retail space, will be complemented by a new range of services launching in May, including a barbers which will operate early morning till late to suit the busy male customer. A contemporary café, which will serve breakfast, lunch, coffee and juices during the day, will then transform into an intimate bar in the evening, where customers will be able to enjoy cocktails, wines, beers and a selection of light dishes. Awesome! Here’s hoping that the Manchester store is next on the list.
Head over to harveynichols.com for a virtual walkthrough.
The newly refurbished menswear department at Harvey Nichols Knightsbridge is now open – 109-125 Knightsbridge, London, SW1X 7RJ.