Strengthening market position and adding new customer appeal.


Harvey Nichols


Fifth Floor Café, London Flagship Store


The first redesign in around twenty years of Harvey Nichols’ Fifth Floor Café, the Knightsbridge ‘pit-stop’ for style-conscious shoppers, to a brief to strengthen market position and add new customer appeal by enhancing of one of London’s most iconic café institutions.

What’s the Big Idea?

‘Café conversation’: driving a conversation with the brand and with customers. EDGE  created a dynamic, memorable experience for both existing and new generation clientele with a space which incorporates the vibrancy, luxury, glamour and wit synonymous with the Harvey Nichols retail brand.

Return on Investment:

An inventive approach also maximised functionality and increased the number of covers by 20 within the same footprint. A choice of seating options and careful use of lighting transformed the café into a true day and night destination. The result is a perfect extension of the fashion filled floors below; a modern cafe with its own identity that confirms Harvey Nichols’ style leader positioning.

Leisure, Food & Drink Category
Retail Week Awards 2012

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