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Schuh launches new concept store at Bluewater

Press release

schuh has debuted its new interior retail concept, twentyFIFTEEN, in its existing 5,109 sq ft store at Bluewater, Europe’s leading retail and leisure destination. Situated on the upper Thames Walk, the redesign focuses on technology, with digital kiosks located throughout the store for product look-up and sales transactions to enhance the brand experience. 

The design of the store, masterminded by MRA Architecture & Design, was also influenced by the work of contemporary artists Aakash Nihalani and Will Dorner. The concept is based on improved sightlines, simple modular forms, bold colour, low-tech construction techniques and sustainable materials. One of the most ‘controversial’ changes is the adaption of the classic schuh lozenge, with a new graphic treatment of shooting tangential lines and overlapping tonal fields.

schuh is renowned for its breadth of product and wide range of brands, however, this can present some visual merchandising difficulties. MRA has addressed these issues by introducing lightweight modular mid-floor units that are shoppable from all sides.

Commenting on the new store, Phil Whittle, Head of Store Operations, schuh, said: “I’m delighted with the overall look and feel of the store and how well it has all come together. We set out to create a more open and spacious, contemporary environment which really made the product the hero and I think we achieved our objective.” 

Russell Loveland, Portfolio Director at Land Securities, added: “schuh is the latest in a long line of brands to launch an exciting new concept at Bluewater consistent with our commitment to statement stores. Their focus on innovation and experience mirrors our own and has led to a great new interpretation of such a well-known brand. schuh’s selection of Bluewater to launch twentyFIFTEEN is also a great endorsement for Bluewater’s position at the head of the industry.”

schuh joins White Stuff, adidas and Steamer Trading Cookshop in creating statement stores at Bluewater in the last 12 months. Other recent openings include American Eagle, Rockar Hyundai, Le Creuset and Smiggle. In addition, Next is currently fitting out its new 44,226 sq ft statement store on Bluewater’s Thames Walk.

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