Ellis Brigham, Chelmsford Store - from ideas to reality
Ellis Brigham have opened their latest store, bringing technical outdoor and ski wear to Chelmsford as well as their speciality services including ski boot fitting and ski / snowboard repair and maintenance.
Ellis Brigham acquired the unoccupied retail unit in the Bond St shopping complex earlier this year and appointed us to develop the concept and detailed design. We also worked collaboratively with EB, various consultants and the main contractor to deliver the final fit out.
The store is divided over two levels, so one of the initial areas that we addressed during the design development was the configuration of a new staircase and first floor void to connect the upper and lower levels.
The idea was to open up the first floor slab around the store entrance so customers would be able to glimpse the upper level retail space on entering the store and would be encouraged to visit the first floor. Whilst we incorporated many of the main apsects of the Ellis Brigham retail concept that were designed for the Covent Garden flagship store and have since rolled out, the sheer scale of the internal space enabled us to integrate some additional feature elements to help to create a dramatic retail environment.
These include a double height stairwell finished in a birch-faced ply cladding grid, a large access ramp, 'the hill' connecting a change in level on the first floor which doubles as an illuminated product display area and an architecturally defined ski hardware and boot fitting zone that sits under a timber framed roof canopy.
All of these elements work coherently as a response to the vast internal space, creating points of interest to enhance the customer experience within the store.