schuh Oxford Circus Relaunch

We’re excited to announce the reopening of schuh Oxford Circus, the fourth store to be refitted in the latest ‘twentyTWENTY’ concept created by the talented design team at Briggs Hillier!

The schuh, Oxford Circus store features a significantly enlarged ground floor area and a completely new layout to create an open, fluid and flexible space that allows the store to ‘breathe’. Ceiling heights have also been extended and perimeter walls pushed back to optimise the sales floor and create a greater opportunity for brand storytelling.


The overall store environment is defined by a series of illuminated arches that result in a powerful presentation of the branded footwear offer and bring horizontal fluidity to the space.


A bespoke and interchangeable merchandising system extends between the arches and consists of moveable components that maximise store flexibility, including multi-functional plinths used for product display, mirrors, window plinths and kiosk payment stations


A large-scale digital screen acts as an anchor point to the rear and is supported by multiple, fully-flexible digital screens positioned within the perimeter walls, all used to capture shoppers attention by displaying trend-driven influencer content and brand campaign messaging.


Digital content also extends to the fascia with a large-scale screen spanning the right-hand window creating a seamless transition when entering into the store.

To find out more about the project visit our ‘work’ where you can view a full video of the store concept.


Jenny Hillier

2nd March 2020