Tel: 01883 348911

Looking for inspiration


Blackwell's, Oxford

A company synonymous with Oxford for almost 140 years, Blackwell’s recently launched a cutting edge bookshop at Westgate. With the aim of enticing multiple sectors of society through its doors to enjoy the art of reading and love of books, the spacious, modern shop is the perfect platform to do just that. Having an element of fun running through its informative core, it opens on the upper level right next door to John Lewis - a very smart move indeed.

At the heart of this intelligently designed store lies a life-size tree complete with lush branches and decorative leaves. An ornate metal seat wraps around its trunk and branded bags are hung from a stump above. Often mistaken for the tree of knowledge, it was intended as a place to sit read and relax – as you would on a sunny day in the garden – but it also provides an eye catching focal point. The tree lights up the space around and its whimsical design instils an element of fun in the store.

Windows are also of great significance and their displays form an integral part of this immaculately presented concept. A giant wheel attached to a model of the Eifel Tower fills one of the left hand windows and provides a formidable marketing opportunity for authors, whose books can be positioned on and around the Ferris wheel. From outside the store the word ‘books’ is spelt out across the entire shopfront in large, three dimensional graphics. The B however doubles as the Blackwell’s logo, the detailed design being displayed here in extremely large format with the wheel serving as an ‘O’. It captures the imagination before even entering and emphasizes what’s inside. The store is well lit, the ceiling left open with numerous, giant size, suspended white panels having sunken spots and additional track lighting to wash light through the space. The freestanding, neat, light oak shelving units are positioned at angles to assist your passage and are interspersed with low level display tables for showcasing various book related gifts and accessories.

As you would expect perimeter units also in light oak line the walls and provide additional shelving. The children’s area is clearly marked out on the right side and is visible from outside; fake stepping stones create a path through a mock grass area that is fitted out with accessible shelving in pastel blue, plus miniature tables and chairs - all perfectly suited to little people. Subtle references to the brand’s history are applied to the walls, as well as being delivered on screens. A pale wood sales counter is also located centrally towards the rear of the store.

The new 3,000 square foot concept was designed in-house and has the winning formula of a contemporary business. This vibrant new outlet clearly highlights its reputation for excellence in customer relations and specialist knowledge and is a worthy addition to this new mall.


please select from
Shop and Display Equipment Association
24 Croydon Road, Caterham, Surrey CR3 6YR  Tel: 01883 348911  Fax: 01883 343435
SDEA ©2012 |  Terms and Conditions  |  Site Map  |  Policy  |  XHTML  |  CSS
click to see the latest new products
Hotel Chocolate UK Cos London Transport Museum Shop Piramyd India Primark London newlook