Lane Crawford in store makeover

Designed with high-tech, interactive elements, the store has been transformed into a showcase for fashion, beauty, lifestyle, design and art. It combines light, movement, projection and illusion to create an energetic atmosphere. New features at the store include moving conveyor belts with the latest merchandise, an interactive CD bar with iPod stations that also provide information on store services and emails, and an intimate grooming bar offering men's products and treatments. "Together with designer Yabu Pushelberg, we wanted to create a unique retail experience which fuses art and fashion in a modern interactive way," said Joanna Gunn, creative director, Lane Crawford. "Our goal was to provide a new shopping experience, fused with instore displays that are innovative and pushe creative boundaries." The project took nine months to complete and follows Lane Crawford's recent launch of its flagship 82,000 square foot store at IFC Mall. The revamped look is part of Lane Crawford's push to create an individual identity for each of its four stores in Hong Kong, while maintaining a consistent brand positioning across the market. The thematic campaign includes print in key daily newspapers and magazines, and outdoor. Centred around the tagline 'Into the new', the campaign seeks to draw a parallel with the relaunched store's positioning as a new experience. "Lane Crawford is positioning itself as Asia's premier fashion destination," said Monica Blanch, communications director, Lane Crawford."We aim to provide an exciting retail experience, unique to each store, by delivering new brands, new retail concepts and new levels of service." Blanch added that Lane Crawford's strategy sought to transform the company into a leading specialty luxury brand, which aims to provide the "highest levels of service and an extensive array of designer brands".