Harvey Nichols - Redefinning luxury shopping (Birmingham)

For a complete interior refurbishment that would breathe new levels of excitement and vitality into its unique brand, luxury fashion retailer Harvey Nichols appointed London agency Imagination, a leading innovator in consumer experience technology. To meet the creative brief, Imagination created an unusual, almost subversive new design vocabulary, comprising an eclectic mix of materials, a contrast of rough and smooth surfaces and a quirky variety of furniture and fixtures. For the store’s suspended ceilings and walls, Danpalon^® polycarbonate panel system was specified.

With its wide choice of colours finishes and thicknesses, designers were able to create a visual effect delivering the right level of reflection, translucence and lighting. Importantly, Danpalon^®’s choice of panel widths, in custom lengths of up to 12m, meant a smooth, seamless appearance could be achieved that further augmented the store’s luxury look and feel.As well as introducing subtle new forms of bright, reflected imagery into the store’s ground-breaking interior design, the Danpalon^® panels also succeeded in accentuating the height of the store’s large retail spaces.

The store refurbishment has been universally well received and is regarded as a game-changer for both the luxury brand’s own development and the retail industry as a whole.

The project identity