Choice, the premium independent, has opened its new £1.5 million concept store at Westfield London shopping centre.
The new Choice store is 4,700 sq ft and it stocks brands including Lyle & Scott, Ralph Lauren, Stone Island, True Religion, Juicy Couture, Ed Hardy, Emporio Armani, Vivienne Westwood and DKNY.
The store is a move on from Choice's Bluewater concept and features materials such as stainless steel, mirror, oak boards on the walls and floor and polished black plaster and marble tiles.
The store also has a dramatic curved ceiling and floor to ceiling glass pods are used to create intimate shopping spaces.
The Choice store was designed by Rawfish.