Menswear Pavilion
Interiors & Architecture, Signage & Environmental Graphics, Exhibition Design
The Menswear Pavilion was designed for the John Lewis & Partners flagship Oxford Street store as part of the wider ground-floor redesign. Positioned at the rear of the store, the pavilion served as a strategic focal point—its purpose to draw customers through the floor and drive engagement with the broader menswear offer. By creating a destination within the space, the pavilion played an essential role in improving footfall and strengthening the visibility of the menswear category.
John Lewis required a platform that could support both own-brand storytelling and the introduction of external brand partnerships, seasonal campaigns and promotional activity. The pavilion therefore needed to function as a flexible, high-impact environment capable of shifting with the rhythms of the retail calendar.
Sensitivity to its location was critical. The pavilion sits at a major circulation point, adjacent to the rear exit, lift core and main tills. Our planning and architectural approach ensured the structure made a confident visual statement without disrupting flow, maintaining clear sightlines and intuitive movement across the floor.
Within the pavilion, large-format digital screens and directional sound created a dynamic backdrop for immersive content—aligning brand messaging, promotions and storytelling across physical and digital touchpoints. This digital layer was complemented by integrated display and stock positions, allowing the pavilion to host curated edits and product groupings with ease.
Flexibility was integral to the concept. The pavilion was designed to transform quickly, supporting events, talks, demonstrations, product launches and seasonal activations. Its architecture accommodates both everyday retail function and moment-driven experiential engagement, ensuring the space remains relevant, adaptive and engaging throughout the year.
The result is a confident, contemporary pavilion that anchors the menswear experience—merging architecture, storytelling and digital technology into a single, compelling destination.
