Next, Trinity Leeds

Next has long been part of our staple fashion wardrobe.  Somehow, where others have failed, this progressive brand has managed to evolve and reinvent itself again and again to win the hearts of our nation.  Its comprehensive proposition, which supports young and old, men, women and kids alike, is a success story.  Kids (and their parents) love Next, women swear by it, men became fashion conscious because of it and every interior ‘fashionista’ can’t live without it!

This latest incarnation conceived by Dalziel and Pow is probably their best ever and where better to launch a new flagship than at Trinity Leeds.

The new store design is elegant yet urban, New England yet surprisingly minimal.  Altogether a thoroughly sophisticated image!  Somewhat reminiscent in design to luxury brand, Tommy Hilfiger, or Abercrombie and Fitch, their new concept translates perfectly to this 3,200 square metre, three storey mall store.

As always, the execution is second to none.  Although slightly pile it high, sell it (not entirely) cheap in their philosophy plenty of space has been allowed around and within the various departments to ensure the ultimate brand experience.  Fixtures and fittings, surfaces, floors, ceilings and other display props and accessories in this new emporium are also high quality and exceedingly well manufactured. 

Natural concrete and planed timbers are evident in the shell.  Womenswear is as sleek as ever, with just enough sparkle and glamour, plus individual visual merchandising treatments for smart, casual, footwear and accessories.  Menswear has a much more textural palette (a trend that we have identified in other stores); dark wooden herringbone flooring is combined with rich wood display tables, rugs and hanging lanterns throughout to create a sophisticated feel.  Kidswear has pale timber and steel fixtures set against white, painted brick walls.  By nature, a very high density product area this muted approach combined with clear, simplistic graphics conveys a streamlined, Scandinavian appeal. 

Each of the three key departments also has its own nicely laid out footwear section with stylish fittings and ample space to walk about trying on the shoes.  A unique look has been created for ‘Baby’; typically white and light oak with mock wooden drawers, dressers and wardrobes all in white -very enticing (especially if you are a new mum, or mum to be).  Finally, another new concept has been developed for lingerie.  A separate room set has been styled with white timber framework and panelling that creates a more intimate and luxury feel. 

This latest concept is very aspirational and will undoubtedly woo the crowds.  I look forward to seeing it rolled out to a Next store near me soon.