Leroy Merlin, Le Havre
ZA Epaville, 5 Rue des Ginkgo Biloba, 76290 Montivilliers, France
Dalziel & Pow, London
The DIY sector has long been slow to embrace the big macro trends; often stuck in the masculine retail world, which puts product above everything else.
However, in this brave new multichannel world, product and range is no longer enough. As a physical retailer you need to have stores that are expert galleries of solutions, rather than row upon row of grim warehouse shelving.
Leroy Merlin’s 100,000 sq. ft. new concept store in Le Havre breaks the mold, combining services, education and inspiration into a bright colourful big box.
Dalziel & Pow brings education to the heart of DIY with a striking ‘Push for Posh’ warehouse concept for Leroy Merlin.
The space is designed as a huge deconstructed house, broken into separate rooms and zones, including a patio and garden, with ideas for the home presented in stylish merchandising cameos.
It’s like touring someone’s home, but being able to ask where something came from, how it was done, and how much it cost.
Peppered throughout the store are “Atelier” workshops staffed by skilled craftspeople and “Boutique” nooks themed to different decorating ideas.
You can watch an expert cut glass, or flip through a thick book of wallpaper swatches.
The idea is to create personal experiences – there’s even a School of DIY where you can attempt various skills before trying your luck at home.
Classes for kids and for-hire workbenches for skilled DIYers are also available, while a design library and comfy cafe offer a spot to settle in for those who prefer to supervise rather than take things into their own hands.
This is a new, warm and welcoming approach to DIY, which caters to the growing home improvement movement and the trend towards stores as community and educational spaces.
We understand that the concept is now being trialled across Leroy’s other locations.