CLAYTONS / LINCOLN

When Claytons of Lincoln, a well-established carpet retailer, decided to extend its showroom space to 40,000 sqft in order to offer more furniture Panache designed and implemented a scheme to project a new contemporary image for the store.

The appeal had to be broadened to attract new customers without losing its existing traditional customer base.

A mezzanine was adopted to increase the floor space, obviating the debilitating cost of structural floors.

A central void was paramount in drawing customers to the upper level. This provided the obvious place for the main staircase that had to provide both a focal point and access to the stairs and the disabled lift. The staircase was produced in open steel with solid oak treads, and a brush stainless steel and glass balustrade.

Entrance features were added to attract customers to the main departments of the shop. Moving from the carpet department into the furniture section, the entrance feature provided a lifestyle graphic to either side of the walkway, with an illuminated canopy with blue uplighting providing a striking visual effect. A second unit was introduced on the first floor level, at the entrance to the bed and bedroom furniture department.

Additional lifestyle graphics were added to both floors to complement the displays, along with selected wall and floor finishes providing a zoned and corporate presentation to each department. Lighting was critical to the presentation, together with the natural lighting from the 8m-wide corner windows at first floor level.

As traffic was continually passing alongside the store, great emphasis was placed on the high level window and the exterior signage.
Air conditioning and a large reception desk both added a more authoritative and comfortable ambience, which is reflected in the attraction of customers to the store, and the increase in turnover as a result — a 50% increase in customers as a result of the refurbishment has made a significant impact.