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.
The shelves throughout have super slim acrylic light panels recessed flush into the underside, so that every shelf is illuminated. The system can be arranged into an infinite amount of configurations, which gives the brand the confidence that they can adapt and change their display fixtures in the future, giving each season a fresh, new look. Blackened out ceilings with glossy marble floors and display plinths help elevate the store further and introduce an element of warmth to the design, allowing the product to shine through and take centre stage.