DFS brings in 20.20 to create communications for new Tottenham Court Road store

DFS has brought in 20:20 to create a retail experience within its newly opened high street store in the centre of London.

The Tottenham Court Road store, which opened this weekend (26 May) includes an internal design concept which saw 20:20 tasked with reaching time-poor browsers, whilst also applying new brand language set out by the brand’s recent advertising campaign.

This saw 20:20 explore ways to optimise the furniture buying process, which would make sofa shopping in central London ‘a more comfortable experience’, including an enhanced focuse on the service offer, through innovations such as the incorporation of new technologies throughout the customer journey.

Also showcased were particular elements of designers work and an option to customise sofas to customers needs, with a handmade Union Jack sofa suspended from the ceiling.

Jim Thompson, managing director of 20:20, commented: “We are extremely excited about working with an established UK brand such as DFS. They are already extremely successful with their out-of-town formats and we look forward to helping to carry this success forward to the new central London store.”

Keith Baker, retail operations director, DFS, added; “We are excited to be opening our first high street store in Tottenham Court Road. It presents an excellent opportunity for us to meet the needs of customers who we are not currently reaching with our out-of-town formats. The new store looks and feels great and we’re looking forward to welcoming Londoners to it.”

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