From new construction to total project
Shopping at Van Tilburg Fashion really is a day out. In order to heighten the customer experience and offer a greater level of service, Van Tilburg Fashion decided to extend its floor space. However, practically the entire store had to undergo alterations in order to merge the new construction work seamlessly with the existing building. Store3D developed the overall concept for the interior.
One extension, one store, one look
The greatest challenge was to connect the ‘fragmented’ store together to form a whole while allowing each department to retain its own character. Each department used to be individually designed, but Store3D reversed the standard procedure at Van Tilburg Fashion and created a single harmonious look by regarding the store in its entirety and then focusing on each specific department. This was achieved by using the same basic elements throughout the store, but with different detailing in each department.
Shared involvement and responsibility
This type of large-scale and complex project has to be well organised. For this reason, Store3D first mapped out, structured and phased the work processes involved. This was subsequently translated into sub-projects and different internal and external teams were put together. Store3D unburdened Van Tilburg Fashion as much as possible by involving the retailer’s staff in the project, maintaining short lines of communication and operating transparently. This was in fact all based on a single word: TRUST!
From shopping trip to shopping experience
A visit to Van Tilburg Fashion has to be more than a shopping trip. Customers have to be given an enjoyable shopping experience. For example, the story and history of Van Tilburg Fashion is presented in the Bakhuys (store restaurant). A small section of the sewing atelier has also been literally moved to the shop floor so that customers can glimpse behind the scenes. Another important innovation in the store is the integrated online system: columns with screens have been set up at various points with which customers can directly order items online.