15 February 2007
Carphone Warehouse has unveiled a new-look store design at the corner of London's Oxford Street and Tottenham Court Road.
The site, formerly occupied by collapsed DVD retailer Silverscreen, has been completely remodelled and the shop boasts a colour scheme and consultation area unlike that found in the chain's typical format.
Among the major differences are the white, red and stained-wood decor, which has taken the place of the usual blue and silver, and a counter with three service stations behind it.
Overhead, there are two translucent cubes that change colour continuously from purple through to dark red. These are used as beacons to demarcate the Pay As You Go and Pay Monthly phone displays.
However, the most radical difference is at the rear of the store. Here, a white cube is used as a consultation area for contract customers. The desks and seats are made from the same kind of wood as the ceiling and plasma screens have been set into the walls. The logo, which is normally white lettering on a blue background, has been retained in its usual font, but is set against the white wall, with the lettering in a shade of silver-grey.
A Carphone Warehouse spokesman said that the store format had first been tested at Kensington in London and Guildford, but that it had now been "tweaked" and was likely to be rolled out across the estate.
Source: [xC2x02] Retail Week Online