The brief was to create a unique and desirable environment that extended the appeal of the brand to younger more fashion-conscious customers. The key challenge was in delivering the level of change and ambition required given the size and nature of the company. Mowat & Company’s solution was to use design thinking to develop and communicate their strategy and to inspire Marks & Spencer to embrace step change. As part of this, the team researched and illustrated the company’s history, imagined future retail trends and developed stretching customer journeys.
The studio designed and delivered three concept stores in Speke, Swansea and Basingstoke which created the blueprint for the new look and feel of the store. The team went on to develop an architectural strategy to create consistency across the company’s varied architectural portfolio and worked with Marks & Spencer throughout the roll out of the design.
Marks & Spencer rolled out the Mowat & Company designed store environment across its UK stores in a £2 billion investment programme - the largest retail refurbishment project in Europe. Mowat & Company’s work has won numerous awards.
‘The vast majority of the improved sales at M&S have come from new or refurbished stores... the new M&S look is defining the British shopping experience.’
The Independent on Sunday, May 2007