B Store

The window design of the B store whilst I visited was a unique vision of the outdoors, created by artist Nicola Pomery and filmaker Ivana Bobic to celebrate the stores launch of its A/W collection. This is done with a window display of wooden sticks, earth and an image of the moon. This adds to the brown colour palette of the store itself. When I entered, there was no music playing so it proved very quiet, making me feel uncomfortable. It's a small and personal store with limited clothing and shoes, though well presented and tidy. No chances of getting lost here.

Topshop

Topshop on Oxford Street is one of the largest fashion stores and is home of the brand's flagship store. It includes a nail bar, a hair salon, a one hour tailoring service, a cafe and a one hour delivery service via a Vespa scooter. Walking around this shop it was easy to get lost in the amount of clothes on display. Music played loud and the lighting was medium. The styles of clothing were seperated well but still closely together despite the size of the shop. Accessories and bags held the first floor, and the vintage clothing and other brands, along with shoes, dominated the bottom floor. It seemed it would take an entire day to fully discover what this Topshop had to offer if you decided on a shopping spree, giving customers so much choice.

Urban Outfitters

I visited the Urban Outfitters store in Covent Garden, and as soon as I entered I felt how centered it was towards the young generation. Loud, upbeat music played giving a warm welcome and young, well-dressed staff greeted you pleasantly. The store was lit brightly, with shiny wooden flooring. The bottom floor presented menswear, along with books and CD's and other quirky gift objects. This section of the floor had a lower ceiling and was busy but neatly layed out. Large, broad stairs took you up to womenswear, still brightly lit, clothes hung well, shoes presented cleanly and mannequins styled like a classic Urban Outfitters girl. More stairs took you up to more womenwear with the same atmosphere as every other floor. This store was designed like most commercial stores, but with its own style, giving an energetic mood to shop in.

Hoxton Boutique

This boutique is like a large gallery store, remaining unique and keeping true to its only stocking of the most original and creative designers around the world.

Walking in I straight away noticed the use of white as its main colour, to contrast against the bright circus posters and neone lights. Mainstream and older music played in the store at a generally high volume, so that you could listen pleasantly and still here people speak. There were cabinet displays holding the most beautiful jewellery and white painted wooden shelving holding bags and shoes, creating contrast. The jewellry was presented well but busily, a large number of earrings displayed on a mannequin body for differentiation. The fairground theme was very clear, with quirkly objects placed around the store, such as a vintage carousel horse, fairground prizes and another silouhette of a horse on a wall. Small white lights, held on by wire, provided some on the boutiques light as well as ordinary hanging lights with bright yellow shades. Neon signs and dressing table lights up one wall added even more to the theme, as did the mirrors with stars printed on them randomly. The scarfs were hung all together in one rack, creating a blast of colour and journals were positioned in a rack on a wall, adding to its vintage feel also. The boutique gave a chilled atmosphere and it was easy to look around, the staff proving friendly and unprovoking. I asked one to describe the store in three words, and this is what she gave me:

'individual' 'quirky' 'mainstream'

Dover Street Market

Dover Street Market is a multilevel fashion retail store created by Rei Kawakubo of Japanese fashion label Comme des Garcons, located in Mayfair.
As soon as I walked into this store it gave me impressions of the war and underground workers, making me feel like I'd walked into a museum rather than a shop. The staff were friendly but not pushy and a relaxing vibe was present on this entry floor, though each floor was different.

BASEMENT FLOOR:-

This floor used loud modern music to match its slight urban style, and to me felt genuinely like a basement floor where the young kids chill. The colour palette was dominant of grey and white but it was still brightly lit, a port-a-loo used as part of the decor. It was mainly mens clothing, and the skateboard designs on the wall added to the graphic prints of the t-shirts, the caps and the shoes. Shoes were displayed on top of white boxes, almost randomly, at different levels, allowing you to view each pair easily. Brick walls were on show, giving it an unfinished look. I felt in a comfortable atmosphere as it seemed impersonal, enjoying the music as I took in the surroundings and the fashion.

GROUND FLOOR:-

Here had more of a construction look, with a lot of wood on show and a mixture of wide and narrow spaces, a port-a-loo too positioned amongst the clothings, adding to its scene. The clothes were displayed neatly and carefully, contrasting to their surroundings I felt, but so tidily I felt I could only look at them as I walked around. It wasn't entirely clear where to go to find other floors, feeling almost like a maze as the lifts and stairwells were designed so entirely different. This floor though, had a warm atmosphere, staff weren't pushy and it was all cleverly set out, with a wooden and metal shack in the middle and the brick walls still on show.

FIRST FLOOR:-

This floor showed a change in setting, concrete floor was still present but there were no more visible brick walls. The dominant colours were red and black in one area and then grey and white again the other side. There was a smarter feel to this floor, and noticeably the staff were less welcoming. A wooden and metal shack was again present though, reminding you of the stores main scene. Clothing was again displayed perfectly with lots of space and mannequins were also present, spaced out also, allowing you to enjoy the clothing even more. Fancy, vintage stlye cabinets held bags, along with intricately detailed pillars. It was also a lot quieter, only music coming from a radio in a corner, giving the floor an intimidating feel.

SECOND FLOOR:-

Again, a complete change of atmosphere when entering this floor. The wood involved was glossy and used in a neater manner, with cabinets and tables. Menswear took up the centre of the floor, and just like every other floor, the clothes were hung perfectly and the shoes displayed below the clothing in an effective way. Concrete floor was still used, but this floor had a homely feel to it I felt. The womens section went into a corner and here the colour was grey and silver. The World Archive section was presented completely different to the rest of the floor as it showed indian styled prints and feathers, the colouring here much brighter, turning itself into its own shop.

THIRD FLOOR:-

This floor had a theatrical vibe to it, with rich red curtains and gold roping, theatrical masks and mannequins mid movement, surrounded by rails of clothing and shoes, giving me the impression of backstage at a catwalk show. Next to this though was positioned two antique looking pianos, with shoes and bags in cabinets, perhaps adding to the theatrical idea of music. The flooring was no longer concrete and carpet was involved, giving the floor a classier look, shoes displayed artistically also on zig zagging shaped blocks. An electricity cable, with cactus and sand below seemed strangely out of place, holding only a few items of clothing, but at the same time added more to the art. A cleverly presented floor.

FOURTH FLOOR:-

The top and final floor had a mixture of clothing and food, as a quaint little bakery was present. There was a lot of attention to detail here, decorative with old brands of food displayed giving the image of a time during the war: a false bakery next to the modern day one of the store. It gave a friendly atmosphere as it was louder and full of chatter from the customers along with its welcoming staff. A lot of wood was used again, and the colours grey and white just like the other floors, but without concrete flooring, this time tiled like its floor below. It felt like a smaller space and that the clothing had been a side thought, though at the same time you could see how it was all carefully arranged. A refreshing floor after the grand tour up there.

SELFRIDGES

Selfridges is a chain of high end department stores and the second largest shop in the United Kingdom. I visited this fashion shop first and after only short visits in the past, was amazed at its size, the fashion it offered from high street to catwalk and how beautifully and intricately it was all presented.

BOTTOM FLOOR:-

We started from the very bottom of the store, and it instantly quietened down from where we had entered. Firstly we walked into Christmas, there were decorations on sale and Christmas goodies and displays, with music in the background, adding to its overall feel. Opposite was the Cath Kidston section, brightly coloured, next to a small, quirky cafe, a delicate cuteness about it, suitably positioned next to Kidston. The floor in general was a mixture of colour and plain white, colour appearing in certain sections, depending on what it sold, such as a gorgeous flower section, where they were displayed as if on show only. There were areas selling crookery, cooking and dining and household products. At the back of the floor was the Vera Wang wedding shop, and it felt like walking into a different world after walking past furniture sections and lighting. It was a white and cream decor, pure to the eye, a pathway through the centre guarded by two mannequins showing off two dresses. The only thing that slightly distracted from its beauty was the Customer Services desk positioned behind it. Though overall, an artistically and neatly presented pop up style shop.

The flooring varied for each section, there was granite styled tiling, marble tiling, glossy wooden flooring and the occasional carpet, adding to the homely atmosphere that dominated the floor. They were set like pathways, giving the impression of guidance along with white signs hanging from the ceilings with simple black text. The staff here were friendly but not overshadowing, allowing us to look around freely without feeling the pressure to show interest in the objects they were selling, or spend money. A pleasant, cheerful floor.

GROUND FLOOR:-

Going up to the ground floor showed a complete change in atmosphere. The music played much louder, upbeat mainstream music, suggesting a younger customer. The lighting was a lot brighter and the scenery less homely and more glamorous, with disco ball lights flashing across the walls and the ceiling, creating a club scene. The main area consisted of make-up and perfume, all brands close together so competition is fierce, proving the staff to be a lot more overwhelming. The colour palette consisted of black and white, with fancy white columns holding up the ceiling, giving the impression of some sort of great hall, classy. Leading off from the floor we reached The Wonder Room, which again changed in atmosphere drastically. The loud music stopped and a chilled, quiet mood began, with less people, due to its wealth in high branded jewellery and accessories such as Tiffany & Co. and Theo Fennel. A white marble floor circled the setting, with carpet at its centre, making me feel as if I shouldn't walk on it. Rolex, Cartier and Mo'et Champagne sections filled the room, with an odd looking play shop amongst them, brightly coloured and highly out of place, though it gave me a sense of reality. I noticed the increase in security, or perhaps they just stood out more as the crowds disappeared, but this too increased how valuable the objects for sale in the room were.

Leaving this section we walked past lots of beautifully designed bags, an actual queue coming out of the Louis Vuitton house, allowing only one or two people in at once! Carrying on we past Chanel, a homely setting, with leather chairs, and tables with books placed on them, a video screening on the wall of the latest Chanel catwalk show. This felt like a showroom designed on point to everything Chanel is about.

Walking away from the designer brands, we went up a few steps, taking us to another side of the floor, away from the hustle and bustle and wealth, taking us to street fashion. The mood changed instantly once again, though pumping music continued, but less commercial, the lighting darkened and I quickly noticed how less neat the area was, with shoes scattered on the floor and clothing not entirely in place, the type of shopping I was comfortably used to. It was clearly a section for the younger generation, much less intimidating, though closely packed together. Christmas wasn't as strongly present either, compared to the main room with its bauble decorations and fancy lights. You could see the clothing wasn't so artistically positioned, but thought had been made in their presentation.

FIRST FLOOR:-

The first floor involved menswear. The music was much quieter, giving a sombre mood, allowing you to walk around peacefully whilst shopping, perhaps men like to shop in an environment without distraction. I noticed the ceiling was much lower, though the colour palette still remained dominant of white and black, and the disco lights from the ground floor were still visible as they rose up and down between the escalators. The notice of male staff was clear, pointedly made to add to the theme of the floor, and allowing that comfort for male customers. The floor was highly sophisticated and each designer and brand section was designed and laid out suitably to the style of the clothing and what the brand or designer is all about. For example, walking into the Ralph Lauren section, we were taken into a wealthy and posh farm house, the walls covered in photographs of horses and horse riding medallion added to the decor, rich brown wood and carpeted floor, warm and homely, the place felt like a showroom and it was perfectly done. Along with Burberry, Armani and Calvin Klein, the floor was smart and neat.

SECOND FLOOR:-

Now we reached more womenswear, but designer wear. Straight away I felt strongly out of place as the wealth of the room hit you like a ton of bricks. The staff were stunningly dressed and watched you as you walked around, making me uncomfortable. The ceiling as you entered was low with coloured glass and the floor was darker, but the music remained soft. The clothing sections were sepearated neatly and the clothing for sale was spaciously presented, allowing you to see each garment reasonably well without having to touch. Carpeted floors were again presented for each house, and I still remained feeling as though I shouldn't walk on it. Moving into a different section of the floor, the flooring became wider and the lighting brightened, and music wasn't present, but the atmopshere remained the same. Reaching the centre allowed you to see the disco ball lights again, almost taking away from the poshness of the floor.

Also on this floor was the Shoe Galleries. Entering this section felt like leaving Selfridges as the entire area was covered with shoes, presented differently, surrounded by a different setting and the mood became much busier. From walking through a ghost town, we found people, suggesting it was more affordable here. There were carpeted floors here too and wooden floors, trulymaking it look like a gallery. Upbeat music started up again and the room felt younger, allowing me to relax and take interest in the shoes despite knowing I couldn't afford a pair. A large artwork display was present of a shoe made from pan lids, adding to the decor and the image of it being a gallery.

THIRD FLOOR:-

Another floor full of womenswear, along with lingerie, swimwear and a beauty salon for pampering and hair treatment. The designers involved here were more quirky and modern with brighter flooring and graphic prints. The staff were noticeably more casual in style and the upbeat music accompanied the cool atmosphere. A kid section was also present, but here there was appropiately calmer music, but it remained bright and colourful.

FOURTH FLOOR:-

The top floor moved away from clothing fashion and delved into furniture, lighting, bed and bathroom designs. The music was chilled and the surroundings were homely and sophisticated, and the quietness was apparent. It felt like being on a smaller floor due to how everything was positioned, the flooring narrower but like the bottom floor, with different tiling and carpeting. I felt this are was designed to suit the older person, buying for their homeware leisure, away from the hustle and bustle of fashion.

Generic Fashion

PART ONE - FASHION SHOP!

So I visited a number of shops, analysing their layout and decor design, the mood and atmosphere, the staff members, the lighting, the way the clothes are presented and its overall display. This was time consuming, and I have yet to visit some shops, but intriguing overall, as I was looking at fashion shops how I had never done before. My focus was less on the clothes and more on the store itself.