Developing the flagship concept


JD Sports

Continuing our 15+ year relationship with JD Group, our design studio is applying JD’s creative concept to new and existing flagship stores, globally – including JD’s largest global flagship at Westfield Stratford -, developing the concept where necessary to meet the retailer’s evolving needs.


From tonal greys to mesh panelling, we applied JD’s creative scheme to all design elements throughout.

We also introduced a secondary palette to the concept that would appeal to customers preferring to shop in an environment with a more feminine style..


The Women’s fitting room incorporates dusty mauve seating, graphite tile, light woods, and brushed stainless steel finishes into the interior scheme, as well as fabrics and curves – from plush seating and sheer curtains to arched mirrors and undulated overhead tube lighting.


Extending this category distinction to the shop floor, this palette is applied to the circular Women’s footwear feature displaying Women’s shoes, engaging digital, and seating that envelops the lower central column.


Activated by digital, the escalator is a stand-out feature, taking the flagship concept (and shoppers) to the next level. Through ticker-tape treatment to the stair risers and a unique composition of digital screens, customers are swallowed by branded digital content on an immersive journey to the first floor.


We applied the concept to a ‘service hub’ configuration, offering product personalisation, convenience and a multi-touchpoint experience, demonstrating the emergence of a refined strategic direction from the brand that considers the different customer profiles, their preferred shopping journeys, and the role that physical retail plays, now and in the future.


“Working with the existing concept, Briggs Hillier were instrumental in developing embellishments that allowed us to further enhance an already class-leading environment to be even more immersive, innovative and exciting.”

Martin Trevillion
Group Senior Creative and Development Manager at JD Sports



JD Sports Stratford: Introducing a theatrical, multi-touchpoint experience to Westfield Stratford

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