The unique vertical market installation combines with key touch-points at entry level to stage immersive fashion stories throughout the building and provide opportunities for further and lasting customer engagement. The structure is conceived to showcase departmental displays at every floor level widely visible also to other floors within the generous atrium space and signals the offer of further floors to customers at every level.

The addition of led and backlit cubes can be combined with similar atrium ceiling installations to show changing lights as well as movies for a fully immersive display across 5 floors. Flexible content management allows an ever changing and evolving display to keep capturing customer imagination and involvement.

ROLE: Design direction for CallisonRTKL

PHASES: Store concept design, Design development

DEPARTMENTS: Cosmetics, Perfumery, Bags, Jewellery, Women’s fashion, Architectural treatments

SITE: First implementation Düsseldorf Germany



The Talan Towers shopping centre was conceived as a house full of life to act as a centre of high fashion for the world leaders of international brands.

To showcase these and entertain and engage customers various spaces and features where introduced to allow for a program of activities, performances and shows throughout the year as well as positioning stores and food offers in such a way to generate high footfall and a lively atmosphere throughout.

ROLE: Design direction for CallisonRTKL

PHASES: Shopping Centre Analysis, Catalogue of remedies, Space planning, Guidelines for Store outlets, Concept and design of centre Interiors

AREAS OF WORK: Access and circulation, Store front design, Atrium, Foodcourt, VIP Customer Lounge

SITE: Astana Kazakhstan




The move to a new location within the Westfield centre provided the design team with the opportunity to present Accessorize with a new compelling look that would turn the large scale double height facade into an ever evolving billboard for the brand.

The upper bulkhead was fitted with a sweeping curtain of led light rods, that could be combined with internal and external double height led screens to play and project any content, lighting mood and imagery. Through generative content programming this treatment is able to integrate seamlessly current campaign imagery and footage with product shots and is adaptable to support mood, content and lighting for any event, season, or promotion.

Facades have evolved from static display of logo and products to a living entity to engage and draw customer’s attention far beyond the usual reach of a traditional store and has given Accessorize the opportunity to display their small scale product range without the need for shop windows, thereby allowing the shop front to be fully opened up for a seamless transition.

ROLE: Designer for Monsoon Accessorize

PHASES: Concept ideas generation - Visualisation

DEPARTMENTS: Customer experience

Site: Westfield White City London