Phase Eight
Personal Shopping and Unique Style at Phase Eight
Phase Eight asked us to reimagine their store at Rushden Lakes. The brief was to capture the intimacy of a boutique while appealing to a broader audience – creating a concept that could be rolled out across their estate.
The Challenge
The store needed to deliver a personal, service-led experience within a scalable format. Central to this was a personal shopper studio – a dedicated space that would set the brand apart and express its commitment to one-to-one service. The wider environment had to balance warmth and individuality with a clear, adaptable layout that could work across multiple locations.
Our Response
We developed a modern, flexible store concept built around calm, natural materials and a clear spatial flow. The personal shopper studio became the heart of the design – a quiet retreat offering customers a more private, tailored experience.
Alongside the store design, we created a comprehensive guidelines booklet. More than a technical manual, it was treated as a brand asset, combining photography, artwork and copy to communicate the essence of the new concept. It gave Phase Eight the tools to share and apply the design principles consistently across their global estate.
The Outcome
The Rushden Lakes store became the first of a new generation of Phase Eight boutiques – contemporary, elegant and distinctly personal. The format has since been rolled out in the UK and internationally. The design guidelines remain a reference point, ensuring that every new store reflects the same boutique character that defines the brand.
