Last week Oasis flung open the doors to their flagship store on Argyll Street, just off Oxford Street in London. This store has been transformed over the past month into an elegant and spacious shopping environment. Oxford Street is not exactly the most peaceful place to shop, so it’s good to know that there is a little oasis of calm (sorry, couldn’t resist) just a few steps off the beaten track.
The new shop design shows off the latest offerings from Oasis A/W ’11 to their best advantage – shimmering cocktail dresses and luxurious faux fur coats look great in situ with the modern store concept; good lighting, mirrors and pretty decor all create the perfect shopping atmosphere. Dotted amongst the current collection are limited edition 20: Twenty pieces, to celebrate twenty years of Oasis.
What’s more, shop assistants are equipped with iPads to allow customers to make purchases on the shop floor (no queuing, genius!) and flick through the latest Oasis lookbook. It’s a smart idea that we have no doubt will catch on in other flagship stores very soon. Managing Director Liz Evans said that the Argyll Street flagship will offer “more excitement, outstanding service and a more personalised experience driven by new technology.” With the promise of further technological innovations over the coming months, we are interested to see how this store will influence other fashion retailers.
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