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The design brief for this store was to create a new brand within the Brown Thomas Group. The BT2 concept is a vibrant, fresh approach to retail design. Based on a 'white box' theme, this innovative one stop designer collection store is aimed at the younger brand and fashion literate section of Irish society. The design for the BT2 store has been radical and extremely successful in terms of attracting premier fashion and sportswear names. Most recently we completed a BT2 outlet in the Red Mall, Blanchardstown. This new store has an open shop front, inviting customers into a dramatic entrance. This 9m high void space allows views up to the glass bridge and internal display windows on the level above. This entrance area contains a dramatic feature display armourcoat wall with projected moving imagery on the opposite wall. With approximately 850 sq m of retail space, the ground floor is dedicated to womenswear. Menswear, shoes and additional womenswear is located on the first floor. The approach taken to the design of the environment has been to maintain the 'blank canvas' concept of the original store whilst moving it on from the 'white box' concept as seen in the Grafton Street store. This new approach reflects the changing retail trends and environments taking into consideration that the clothing offer has moved on significantly from the original concept. Neutral colour palettes have been used with dramatic use of colour in highlight areas. |
