Dfs warehouse conversions to extended furniture showrooms

Project Details


Retail Design Finalist

Design Practice:

Gwenda Jones Interiors Ltd

Project Title:

Dfs warehouse conversions to extended furniture showrooms

Dfs, Britain's leading upholstery retailers chose Gwenda Jones Interiors Ltd to design and plan a new retail roll out concept within their existing North West Region store portfolio. By repurposing existing warehouse space at the rear of its stores into an extended range showroom, the client further enhanced their furniture presentation and customer product interaction.

Dfs continue to focus on ensuring their product portfolio offers something for everyone across all sections of the marketplace. By building on the success of their existing upholstery brand collaborations with French Connection, Country Living, House Beautiful & G plan, Dfs continue to strengthen their appeal to more aspirational consumers, and to reach new customer segments with an ever evolving product range including select upholstery brands, dining and bedroom furniture.

The retail display concept was initially commissioned to serve North West retail outlets of Manchester, Stockport, Bolton, Colne and Oldham, but the brief dictated that the design must be suitable to roll out in over 80 plus back of shop warehouses throughout the store portfolio, whilst still being sympathetic to the many and differing store design styles and layout.

The designs needed to be flexible, with some of the new retail space displaying extended upholstery ranges and select brands, with others housing bedroom furniture and dining. The showroom must be able to 'flip' seamlessly to any of the product ranges at any point in the near or distant future, whilst still maintaining its original emotive, aspirational design environment and engaging customer journey.

By maintaining route defining flooring and employing clear key visual enticers with the use of feature bespoke digital imagery, wall accessories and lighting to guide and enhance the customer experience, sneak views of extended vistas encouraging continual flow through the showroom, with clearly defined entry and exit points from the existing upholstery showroom.