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White-box thinking stacks up for indies

Lauretta Roberts

Just as fashion embraces colour in a major way, retail space does the opposite. From Shanghai to SoHo, from the high end to the high street, white boxes are the shopfit of choice once again.

Just as fashion embraces colour in a major way, retail space does the opposite. From Shanghai to SoHo, from the high end to the high street, white boxes are the shopfit of choice once again.

This approach, in fact, works in perfect harmony with the vibrant palettes of spring and autumn this year, since it allows the product to do the talking. Coupled with moveable fixtures and fittings, which can be used to showcase different themes, products or brands, the white box is a very flexible approach to store design.

It also taps into other big retail themes we’ve seen globally, which is the retail space reconceived gallery style (the new take on ‘retail theatre’), and the move to incorporate eco-friendly initiatives, be that motion sensors for lights or power-conserving or power-generating fixtures and fittings that also serve an aesthetic purpose.

The further good news is that the white box is a look that independent boutiques can lock into pretty easily, even if it’s just a case of whitewashing one wall and using that as your in-store ‘gallery’. See our Back to White feature on p42 for further inspiration and advice.

And remember, you can still apply for your free trial of WGSN Boutique at www.wgsn-boutique.com.

Lauretta Roberts, creative director, WGSN Boutique


Each week we’ll be bringing you a snapshot of our content via the pages of Drapers and on Drapersonline.com, but if you want to benefit from the full service visit us at www.wgsn-boutique.com

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