The driver of the creative idea was to break rules and challenge the predictable imagery and established principles that define luxury shopping environments, replacing them by a new visual vocabulary, more experimental, unconventional and creative, where style and technology work together seamlessly. It should communicate the revival of the Harvey Nichols brand and transitioning of a department store into a daring and innovative boutique with focus on service.

'Breaking the rules of department store design' in a 'Controlled Disruption' through a fluid customer journey and unexpected innovative design and material palette.

‘Controlled Disruption’, starting with the unusual store layout, the disparity and eclectic approach to materiality, the contrast between rough and smooth surfaces, the combination of luxury marble and every day building materials applied in unconventional ways, creating pattern and flow. The variety and quirkiness in the furniture design create a very unusual, almost subversive design vocabulary that allows the customer to go through a fluid journey with individual department distinction, but without visible borders. Statement pieces of furniture design are combined with vintage and classic elements, such as a French vintage chandelier.

Bespoke designed concrete tiling match the bespoke triangular marble and timber flooring, reflected in a subtle back illuminated polycarbonate ceiling.

Harvey Nichols' playful attitude is injected by quirky elements in the design, such as a blue gorilla holding up a clothes rail. Over scaled mirrored flight cases act as pop-up space.

The Birmingham store has been a successful launch for Harvey Nichols and created a lot of media attention, both to complement the revival of the Harvey Nichols brand as with the recognised 'revolution' in department store design.

The overall reaction of the customer has been very positive, both in recognition of the design as in the new service proposition in the overall store.

Sales have increased in comparison to their old store, with especially bespoke offers such as the Beauty Spa and Style Concierge.

The restaurant and food offer have exceeded the expectations and are now considered in the top destinations of Birmingham.