Harvey Nichols
Revamping A Luxury Department Store’s Themes For Different Occasions
Project Type
Branding
Digital Marketing
Challenge
Harvey Nichols is an international luxury department store offering designer fashion, cosmetics, accessories & more. Blue Hat was commissioned to revamp some sections at their Riyadh branch & online channels to reflect the themes of several seasonal occasions.
Intervention
Summer Collection
The first occasion required a store display design for Harvey Nichols’ new summer collection drop. We branded the space with graphics by adding vinyl stickers that said “Hello Summer!” on the wall and ground, as well as installed colour coded podiums with specific messaging using the summer collection theme as inspiration. The theme revolved around organic, floral shapes reflecting the bright colors of summer, which were also predominantly used in the collection. The clothes themselves had a bohemian vibe to them, with see-through moments, light fabrics, and poofy sleeves, reflecting both Harvey Nichols’ and the summer season’s essence. Blue Hat also worked on designing a backdrop that would fit the whole theme, as well as an instagrammable feature on the mirror: a message that says “ try me” on it, in order for the client to take their photo with their outfit of choice.
Father’s Day
The second event was for Father’s day, and this time Harvey Nichols requested something different. The concept had to be very minimalist, bold, and masculine, something that would accurately reflect Father’s day. This event’s slogan was “It’s His Time To Shine”, which is why Blue Hat decided to display various gift options (such as shoes, wallets, and cologne) on rectangular blue podiums. They were aiming towards a geometric and minimal theme, including different shades of blue and gray along with the marble and concrete creating a more urban vibe. Additionally, we aimed to translate the concept onto social media by creating a grid for their Instagram page, showcasing some of the selected Father’s day items. We also promoted the store’s display on their Instagram page, as a call to action for the people to go check out the physical store.
Saudi National Day
Another occasion in which we helped Harvey Nichols to boost their social media and rebrand was for Saudi National Day 2020. The department store wanted to create Instagram posts celebrating Saudi’s exceptionalism in the retail and fashion industries. Therefore, we designed a collection of posts that would highlight these talents as well as showcase the nation’s pride and celebration of these brands and icons that are contributing to Saudi fashion landscape. We helped create a newsletter which was sent out to their customers, as well as the slogan “Make it Saudi” to promote and celebrate Saudi fashion designers on this special day. Blue Hat also created in store interactive experiences, such as walls with hanging papers where people can express why they love Saudi. We made sure that even the clothing line’s green shades represented the color of the Saudi flag, so that everything would reflect the Saudi culture.
Summer Essentials
This occasion was a continuation of the original summer section: Harvey Nichols was launching a summer essentials line which consisted of various products such as SPFs, summer fragrances and perfumes and makeup. They wanted their line to reflect the radiance of the season, and so we made the concept come to life through the slogan: Let Your Summer Glow. They also requested a new packaging design revolving around the colors that inspired the season. We also chose to decorate the store using floral patterns and summery light colors. We designed a hanging litten up quote above the stand which read out “Get Your Summer Glow”. Clients could pass by the U-shaped stand with “Summer Collection” written on it, grab their favorite summer items, then place them in their specifically designed, themed tote bags, which are also convenient and perfect for everyday use.
Homeware Collective Pop-up
Creating a pop-up display for their new international homeware and accessories collection is the latest occasion that we were commissioned for. The display featured items from unique and niche brands all over the world and the branded theme was fusing together modernity with the heritage of the Kingdom. Home accessory display takes on a whole new meaning with this collection, as it forms a sort of museum browsing experience by each item telling a story from a different corner of the world. To make sure that the display of the pop-up does not overpower the items, we used soft colors such as salmon pink as well as the terrazzo pattern. The use of these colors and patterns were brought to life even more by the installment of bright lights and colorful vases to ensure that the space is inviting and exciting to stroll through. Even the social media visuals were focused on storytelling aspect behind each brand and item to connect with the theme of the physical pop-up.
Results
All of these occasions were a success, attracted many customers and increased Harvey Nichols Riyadh’s online and offline footfall. Blue Hat worked hard to make each one of these events as memorable as the other to enhance the department store’s customer experience. Throughout our continuous collaborations with Harvey Nichols, we look forward to revamping their store for the coming occasions.
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