Nationwide Stores
Brand Strategy / Retail Interiors / Furniture Design / Graphic Design /

This project represented a fundamental review of Waterstones brand identity across a wide range of store formats, matched by an equally far-reaching review of its own operational systems. The objective was to consolidate the brand’s bookselling heritage, maintaining its authority, while making it more accessible to a much wider audience.

Our work involved us from initial strategy workshops to the development of  design concepts for the store’s interior, new furniture systems, environmental graphics and a new brand identity on the external frontage. 

Our approach was  to create a contemporary marketplace with open ceiling and industrial lighting to draw customers deep within the store. We balanced the pace and vitality of this area, with more traditional and intimate browsing areas. New concepts included a reading lounge, a focal point for children’s books and an internet browsing area. 

The pilot store in Manchester’s Arndale Centre was a finalist in Retail Week’s “Store Design of the Year” in 2007.


image of white shopfront
  image of hanging graphics
  image of internet browsing table
  image of reading lounge