442 give Jane Davidson a makeover
Edinburgh-based 442 Design has completed the makeover of the ground floor of Jane Davidson's store in Thistle Street, aiming to bring a "sassy elegance" to the designer womenswear store.
Named as 'one of the world's top 25 boutiques' by Harper's Bazaar and showcasing coveted designer brands such as Diane Von Furstenberg, Missoni and Colette Dinnigan, Jane Davidson appointed fashion and retail design agency 442 Design to enhance and refresh its premises.
Jane Davidson owner Sarah Murray said the remit was to create more space to display a growing range of designer names and to deliver a lighter and more sophisticated interior while retaining the boutique's intimacy.
Murray said: ''We have recently developed our retail strategy across a number of channels. In addition to a new online store we have refreshed the store in Thistle Street. I am certain that the new look store will appeal to our strong and expanding customer base. We have taken care not to dilute the essence of what makes Jane Davidson special and now have a more contemporary, sophisticated store to showcase more designer names and provide our customers with the highest level of personal service. The 442 Design team understood exactly what we were looking for and their team was first class."
Layout of the floor space was altered to create more display and hanging space and relocating the till counter opened up the entrance and sightlines through the windows. New flooring introduces an ivory toned tile laid in herringbone pattern to create light and reflection which emphasises the designer pieces on display.
High quality finishes of dusty pink and grey are used on the walls to achieve a delicate, feminine feel with key features accentuated to give a touch of luxury; walls are lined with grey crushed silk and a chandelier with ruby detail hangs from the ceiling.
A more spacious changing area has been created and a new stair carpet and balustrade detail connects the ground floor with the mezzanine and encourages flow throughout the store, where the finish extends to mid floor displays.
Swirling cornice inspired detail is used on mirrors and walls in similar warm tones, in keeping with the Georgian features of the building. The defining feature is a lacquered till-point in a brilliant sheen magenta which greets shoppers as they enter this fashionistas paradise.
David Dunn, managing director of 442 Design said: ''We were delighted to work with Sarah to help enhance the Jane Davidson reputation for a memorable shopping experience. In an intimate space we hope we have added a sense of classic modernity which fits the calm and warm atmosphere of the store."
442 Design's recent refurbishment of another Edinburgh fashion boutique Guilty in Stafford Street, Edinburgh helped deliver a substantial increase in sales following the store’s opening.
442 Design was also responsible for designing the Belfast flagship store for Remus Uomo, Ireland’s biggest selling menswear brand, earlier this year. It is also designing Remus Uomo's flagship Scottish store, due to open at Silverburn shopping centre, Glasgow next month.