Destination Menswear
Interiors & Architecture, Signage & Graphics, Retail Design
In 2019, REAFE Studio was commissioned to redesign the 20,000 sq ft Menswear department at John Lewis & Partners’ flagship Oxford Street store. Delivered in just ten months, the project encompassed every element of the retail environment—from shop fit and fitting-room design to material specification and digital integration—resulting in a cohesive, contemporary experience tailored to the modern male shopper.
The concept was rooted in a clear ambition: to create a modern, easy-to-shop and experiential environment that built customer confidence. Recognising that many men feel uncertain when navigating fashion, the design prioritised clarity, intuitive zoning and a customer-centric approach. A considered layout organised Formal, Denim, Own Brand, Independent and hero brands with clarity, while maintaining the overarching John Lewis & Partners identity. Clear navigation, a harmonious palette and consistent detailing ensured multiple brands could coexist while retaining their individuality.
A modern, masculine aesthetic underpinned the entire design: clean architectural lines, refined fixtures and a restrained material palette created a confident, contemporary backdrop for both established and emerging brands.
At the heart of the department, we introduced an experiential pavilion—a focal point designed for events, promotions and immersive brand storytelling. Equipped with large-scale digital screens and directional sound, the pavilion created moments of engagement that elevated both own-brand narratives and third-party collaborations, including exclusive capsule collections.
Services played an important role in the strategy, with a significant allocation of space dedicated to personalised support. This emphasis on service was designed to create a less intimidating, more approachable experience, giving customers the confidence to explore, discover and engage with the full breadth of the offer.
Flexibility was essential. The space was designed to adapt—supporting events, product launches and seasonal changes, ensuring the department remained dynamic, relevant and future-focused.
Every detail—from concept development and master planning to architectural interventions, digital installations, prototype development and shopfit production—was meticulously crafted to create a flagship Menswear destination that balances refinement, utility and experience. The result is a space that feels confident, contemporary and unmistakably John Lewis & Partners.
