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Fashion Oasis

 

OAS0233HUK fast fashion brand, Oasis, has overhauled its 208sqm Leeds store in England with a fresh new look and feel.

The store, designed by Dalziel & Pow, takes the ‘House of Oasis’ concept that was first implemented by the brand at Argyll St, London in 2011, and revamps it for 2013. Oasis is a brand set on rapid international expansion.

When considering retail for the international market, seasonal visual merchandising and propping inevitably play a much smaller role.

Oasis sought to create a store where the permanent architecture, rather than the visual merchandising does the talking.

With the international market in mind, a major consideration when developing the concept was ensuring ease of installation, short programs and efficient detailing.

Less emphasis is placed on the architectural box. The walls and ceiling were constructed away from the structural shell to give a stage- set feel while allowing elements to become standardised with less site specific variables.

One example of this is the wire frame ceiling structure to the rear of the store, which has been designed for manufacture off site and takes a matter of minutes to assemble when instore.

The design negates the need for a traditional plasterboard ceiling by lowering the eye away from the exposed ductwork and cable trays and maintaining the aesthetic of a Georgian house in a contemporary manner.

The eye catching shopfront design embodies the essence of the scheme.

The shopfront is owned by a photographic illustration of a Georgian house, which represents the House of Oasis concept.

The illustration takes the traditional elements of a house and adds a twist with the addition of a fuchsia pink gradient washing down the glazing to create a fresh and modern façade.

This article first appeared in Inside Retail Magazine’s October/November 2013 issue. To subscribe, click here.

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