EDGE

Leisure & Hospitality

Workplace

Retail

Strengthening market position and adding new customer appeal.

Client:

Harvey Nichols

Location:

Fifth Floor Café, London Flagship Store

Brief:

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.

Finalist
Leisure, Food & Drink Category
Retail Week Awards 2012

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