Drapers takes a tour around the sleek, foliage-rich Lexicon Bracknell anchor.
The Lexicon Bracknell’s impressive wooden roof provides the perfect frame for the first new department store from the Fenwick dynasty in 14 years. Located at the end of a wide boulevard, the 80,000 sq ft, three-storey space is one of the Lexicon’s anchor stores. Offering everything from womenswear, kidswear and menswear to homeware and beauty, the store is aiming to be ”the Berkshire department store” by drawing customers from around the region to its comprehensive offering.
Fenwick’s grey and glass shopfront is peppered with spherical LED lights, which can be programmed to change colour for different events. The circular shapes reappear elsewhere in the store design, including in windows and escalators.
”The greening of Bracknell” is mentioned several times during Drapers’ visit to the Lexicon, and this conceptual aim has been carefully reflected inside the Fenwick store. Columns on the ground floor are covered in a light wood and fan outwards to resemble trees. Travelling up the main escalator, customers are confronted with a bank of digital screens surrounded by plants and foliage. A glass atrium, which keeps the store well lit, is also topped with greenery. The emphasis on nature appears again in the kidswear section, in which product is arranged around a tree sculpture and where interactive screens have a forest theme.
Customers coming to the store through the main entrance are greeted with the beauty hall, described by group trading director Hugo Fenwick as ”the best beauty hall in Berkshire”. It is home to premium brands such as Charlotte Tilbury, Tom Ford and Nars. Department stores, including John Lewis and Debenhams, have been betting big on beauty, adding new brands and experiences to drive customer spend, and Fenwick is no different. The Bracknell store is home to two brow bars, a blow-dry bar and a barbershop concept from Aveda, as well as spacious beauty treatment rooms.
Customer experience has also been keenly considered elsewhere in the store. Shoppers can pick up cakes, patisserie or artisan bread in cafe Mason & Rye, eat at restaurant Fuego or have drinks on the roof terrace.
Menswear – brands include Barbour, Fred Perry, Armani and Gant – and accessories can also be found on the ground floor. A carefully curated womenswear offering sits on the second floor. It includes a denim studio that provides impressive views over the Lexicon. On the third floor, the alcohol, home and gifting ranges have been designed to flow easily into each other, rather than sit in separate, rigid, sections.
The overall impression is of a polished but welcoming store that reflects the tone and feel of the surrounding development.