Daunt Rollout
Furniture Design / Retail Interiors /

Waterstones in Twickenham was one of the first pilot stores to showcase the design makeover changes we were working on for Waterstones’ ongoing nationwide rollout programme. The objectives were twofold: to make the shops acquired from Ottakar’s a true part of the Waterstones estate, and to bring old bookshop values to a very mixed portfolio of store designs across the Waterstones' estate as a whole.

The design approach looked to retain as much of the branch architecture as possible, but focused on new, improved LED spot-lighting and grey-oil stained oak floors. Ottaker’s original cherry bookcase carcasses were also retained, then clad in the brand’s signature black oak, with a distinctly Arts & Crafts reference in the bookcase cornices, till units and table frames.

James Daunt reported that the impact of the refurbishment programme has had a tangible effect on sales, with an uplift between 5% – 10% across the estate.




piccadilly table displays
  piccadilly travel department
  bookcase cornice detail
  grey stained oak floor