The White Company, Norwich

The Push for Posh demands that aspirational retail brands never stop innovating with their store design.

For The White Company, whose brand DNA is ‘white box’, this poses a long term challenge.

Their latest solution can be seen at their glorious new concept store in Norwich.

Designed by Dalziel & Pow, the store has kept the essence of ‘white’ but combined it with warmer natural materials and a curated ‘room not shop’ approach.

The 4,000 sq ft store trades over two floors, but has a three level facade in striking symmetrical white.

The flagship sells bed linens and homewares, as well as home fragrance, clothing and children’s clothing.

However there is a focus on cross merchandising and presenting the range in a home style environment.

The store is arranged as a series of rooms, each with different architecture and materials.

The lighting can also be controlled individually for each room.

The design avoids the traditional shopfit feel with natural materials such as limestone, timber and wrought iron.

White box has been subtly updated with polished plaster in different shades of white and grey.

Small, book shaped white projectors display messages directly onto product surfaces; from pillows to teapots.

This is a ‘gentletech’ approach to digital messaging, which is more charming and homely than simply installing large screens.

The tone of voice is warm and gentle too.

Another lovely D&P project.