Master Brand
Interiors & Architecture, Retail Design
The Master Brand concept was envisioned as the apotheosis of a new design direction for John Lewis & Partners’ own-brand fashion offer. Our brief was to introduce an innovative system that would help customers navigate with confidence—offering clarity around colour, silhouette and outfitting while maintaining the familiar warmth and accessibility of the John Lewis brand.
To achieve this, we established distinct zones within the main floor, each dedicated to a key colour palette or product story. These zones served as intuitive pathways, guiding customers toward the Focal Fixture—an elevated showcase presenting a complete colour story or product grouping across apparel, accessories and display. This narrative-driven approach invited customers to explore, compare and ultimately shop with ease.
To create capacity without compromising sightlines, we introduced freestanding tables and high-level mesh-backed wardrobes. The wardrobes provided generous linear display while maintaining clear views across the floor, supporting a more open and welcoming environment. The flexible table system elevated accessories and smaller products, enabling compelling cross-category storytelling and helping build shopper confidence in creating outfits.
Materiality played a central role in grounding the concept. A warm, tactile palette was selected to soften the modernist aesthetic, bringing a more human, approachable quality to the space. Colours, textures and finishes were carefully balanced to create cohesion across a diverse product range, while reinforcing the clarity and sophistication of the new design direction.
The success of the concept led to a rapid national rollout, with 50 departments completed within a year—each one delivering a clear, confident and effortlessly navigable own-brand fashion experience.
