Our brief for the first floor shopping environment, including fashion, furniture, lingerie, personal shopping, premier lounge and designer room, was to establish clear patterns of circulation and signage to allow customers to easily identify their routes in a space defined by changing floor levels.

Given the importance of brands to Hoopers’ aspirational, value-for-money conscious, 35-plus female customer base, the individual brands needed to be given stronger focus and highlighted to allow customers to easily identify their preferred brands.

On the 20,000 sq. ft. fashion floor subtle changes of tones of fabric and colour generate a feeling of pace and add interest, whilst helping to move the customer from casual to occasion, and from classic to contemporary, in one singular seamless, timelessly elegant design. Strong focal points and effective use of light effects draw customers around the floor.

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