Our flagship store design for The East India Company in Edinburgh has been featured in the book ‘What Clients Want’ (Volume 3), published by the International Interior Design Association (IIDA) in the US.
'What Clients Want' is an international tour world-leading brick-and-mortar retail design. Our flagship for The East India Company was one of 16 international projects chosen, featured alongside Barneys New York, Aesop and Montblanc.
The book presents the perspective of both the client and the designer. As such, Sanjiv Mehta, Chairman and CEO of The East India Company, and Mick Kent, partner here at Kinnersley Kent Design, were both interviewed about the project.
Sanjiv describes how in the Edinburgh flagship store “the migration of power is moving from the person behind the counter to the person in front of the counter,” as customers can taste and sample a daily selection of premium teas and coffees.
Mick adds that in the retail design industry “We’re always talking about experiences… there are always the buzzwords, but when you say it, what does it really mean? You’ve got to look and understand what is right for each brand.” In this case, focusing on the brand and customer needs meant offering the tasting experience and balancing food products with homeware.
“People need to have a reason to go to a brick-and-mortar place as against going online,” says Sanjiv. “We realised that people used to travel for our taste, to engage with what they hadn’t experienced before. And it is in that taste lies our brand, because that’s unique to us.”
‘What Clients Want’ is available to buy online.