Situation: While there is still great pride in Harvey Nichols amongst its loyal customer base, the store of the 90s is no longer, with the brand now increasingly considered to be dated and lacklustre. It used to set the tone, be the place to be seen, but has been left behind.

It’s time to reignite this brand, using food and beverage as the first step in, to reclaim its rightful place in UK culture.

Brief: Reclaim Harvey Nichols place in culture as the most iconic, talk-worthy & giftable food destination in the world of luxury retail.

Objective: Transform the Harvey Nichols food offer into a lust-worthy-must-have-pleasure-to-give experience for foodies and fashionistas alike

Project Scale & Volume: 300 SKUs in the food and beverage space and initial work on how the concept could come to life across the store.

Pleasurama.

You’ve heard of art for art’s sake.

Well, this is pleasure for pleasure’s sake.

An anything goes, excess-all-areas riot of colour, texture and full-on sensory overload.

Home to the fashion insider, we celebrate our fabulous spirit in everything we touch: from the designerwear floors, right up to the food penthouse within our Knightsbridge flagship. A place where reservations aren’t required, walk-ins are always welcome, and everyone’s invited.

Gorgeously, gloriously, deliciously OTT—the House of Harvey Nichols is always overflowing with sumptuous generosity, and unashamed pursuit of taste and sensation.

Welcome to the new luxury food and beverage flagship range for Harvey Nichols. Featuring nearly 300 pieces of packaging, Pleasurama is a heady mix of hedonism: a joyful riot of colour, texture and of course, a full-on sensory overload. Taking our brand from black-and-white 90s nostalgia, into an unapologetically maximalist world that embraces the pursuit of unadulterated pleasure.

The idea grew big—inspiring everything from Harvey Nichols’ fashion campaigns, interior design, seasonal collections, to the ever iconic windows.

Pleasurama successfully achieved the goal of bringing consumer interest to what could be considered a ‘climax’ within recent years.

With over 300+ SKUs the range is extensive, however early sample data, such as Harvey Nichols Preserves and Honey achieving +28% YoY growth and their confectionery range achieving +13% YoY growth following the introduction of Pleasurama, suggests that this revitalised and reinvigorated VI has firmly put Harvey Nichols back on consumers’ retail map once again with a hedonistic bang!