British clothing brand Jigsaw recently tapped Checkland Kindleysides to create a new retail concept that included a store-in-store addition. Jigsaw's two-storey space in Guildford boasts distinct architecture given that it is a grade II listed Georgian building was in need of a facelift that simultaneously catapulted the brand into the future while playing up the space's structural benefits.
The store-in-store concept that was added is called The Shop at Bluebird and is marked by its selection of mid-century modern furniture.
An example of narrative branding, the sophisticated retail space feel modern and welcoming, while remaining true to the brand's traditions. As retailer's look to add value to the in-store experience, many are choosing to cultivate spaces dedicated to educating consumers on the brand experience.
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