Dunhill

Alfred Dunhill founded in 1893 is one of Britain's most iconic luxury menswear brands. Working closely with the key stakeholders in the business, our challenge was to come up with a completely new look for their store at Bicester Village. Updating the brands look and feel to suit a younger audience, whilst retaining it’s established customers, was the challenge here. Optimising the store’s layout from its previous incarnation, we opened up the front area to allow far greater visibility throughout and more flexibility in the positioning of the fixtures for the visual merchandisers. Thus, allowing them to change and refresh to suit seasonal creative initiatives. To create the hanging rails & shelving, we used a very simple and cost-effective key-clamp system, but customised it by anodising the knuckles in gold to off-set the chrome bars. The gold and chrome material choice harks back to the days of the iconic Dunhill lighters, and marks a shift away from the old leather and wood finishes traditionally associated with luxury & Saville Row tailoring.