How do customers understand brand legacy and storytelling in retail experience design? Procession, heritage, innovation and brand symbolic connections to reach into the imagination of visitors. Harvey Nichols, a luxury brand group founded in 1813, a UK-based fashion retailer and PT Mitra Adiperkasa Tbk (MAP), a leading Jakarta-based retail group, joined in an exclusive license agreement for the development of a Harvey Nichols store at the Grand Indonesia Shopping Town development in Jakarta.
GIRVIN’S role was to develop the environmental graphics and branded design language, coupled with the merchandising story for Harvey Nichols, working in tandem with MAP’s design team and Callison Architecture designers and retail strategy. This was Harvey Nichols’ debut in Indonesia. Spread over 10,000 square meters and four floors, the store represented a diverse portfolio of exclusive brands in fashion, fragrance, beauty and home, and will include Harvey Nichols’ signature Foodmarket concept and fine dining restaurants. GIRVIN’S team focused on creating treatments that expanded on the HN monogram and patterning devices to deepen brand touchpoint connections with visiting guests.
“Our strategy was founded on the concept of a classical Javanese design device of royalty — the parang, interpreted through the lens of modern British artists. We used this concept as a strong symbolic design element that drove almost everything that we created in the planning and design of this specialty luxury store. GIRVIN’S team got that principle, taking that idea and looking for every possible way to appropriately implement that as a design reflection of the big picture we’d created.”
Dawn A. Clark, AIA LEED AP® | Principal in Charge