Paperchase Victoria Station
Sector
Retail
Location
Victoria Station
It took a year to plan, but just three weeks to complete – and only a day or two to see a 60% increase in sales.
Getting all our ducks in a row in our quest to transform a moribund retail space at the UK’s second busiest station was certainly a challenge. Paperchase’s retail store here sits within a Grade II listed building whose concourse sees 85 million passing people each year.
Paperchase asked us to transform the retail environment, improve store visibility and offer a smooth and satisfying customer experience. In particular, they were concerned that the upper level was a languishing retail wasteland. In fact it hadn’t produced a return on investment since it was added. So it was hardly a surprise that they told us that “We want to be able to see the top floor from the moon”.
They were also looking for the whole space to be easier to navigate, with seamless connectivity between the ground and upper floor. They also asked for better interior lighting to showcase all their many ranges and products.
As well as Paperchase, we worked closely with Network Rail, who usually provide detailed specifications for retail projects. But for this they had no plan – it was left to us to come up with the goods.
Having worked on over 50 retail design projects located on busy railway concourses, we knew the potential pitfalls and the likely levels of red tape. Plus, as a listed building, any structural work here would require complex rounds of additional approvals.
To unify the floors, we wanted to increase the size of the stairway’s opening and replace its fittings. And here, a staircase is treated with as much care as a bridge over a motorway. So we needed to provide various heritage statements, extensive engineering plans and detailed calculations.
12 months later, we were finally given the go-ahead. And go we certainly did – 24/7 to ensure minimal downtime.
After just three weeks, everything was complete.
The entire frontage we redesigned to look more inviting. Visibility and space we transformed by removing the shopfront’s cross beams and end structure. We also upscaled the traditional Paperchase wallpaper for greater impact.
Other improvements included updated shop fittings, custom-made perimeter shelving and reduced cash desk footprints to maximise retail space.
Stylish floor finishes and strategic lighting also added impact, while bright yellow walls greatly increased external visibility.
So although no-one has yet checked from the moon, as far as we’ve heard, we do know that the upper floor stands out right across the concourse. And that retail sales continue to grow impressively. We also understand that Network Rail are planning to repeat the success of the new Paperchase look across other retail units in Victoria Station.
It took a year to plan, but just three weeks to complete – and only a day or two to see a 60% increase in sales.
Getting all our ducks in a row in our quest to transform a moribund retail space at the UK’s second busiest station was certainly a challenge. Paperchase’s retail store here sits within a Grade II listed building whose concourse sees 85 million passing people each year.
Paperchase asked us to transform the retail environment, improve store visibility and offer a smooth and satisfying customer experience. In particular, they were concerned that the upper level was a languishing retail wasteland. In fact it hadn’t produced a return on investment since it was added. So it was hardly a surprise that they told us that “We want to be able to see the top floor from the moon”.
They were also looking for the whole space to be easier to navigate, with seamless connectivity between the ground and upper floor. They also asked for better interior lighting to showcase all their many ranges and products.
As well as Paperchase, we worked closely with Network Rail, who usually provide detailed specifications for retail projects. But for this they had no plan – it was left to us to come up with the goods.
Having worked on over 50 retail design projects located on busy railway concourses, we knew the potential pitfalls and the likely levels of red tape. Plus, as a listed building, any structural work here would require complex rounds of additional approvals.
To unify the floors, we wanted to increase the size of the stairway’s opening and replace its fittings. And here, a staircase is treated with as much care as a bridge over a motorway. So we needed to provide various heritage statements, extensive engineering plans and detailed calculations.
12 months later, we were finally given the go-ahead. And go we certainly did – 24/7 to ensure minimal downtime.
After just three weeks, everything was complete.
The entire frontage we redesigned to look more inviting. Visibility and space we transformed by removing the shopfront’s cross beams and end structure. We also upscaled the traditional Paperchase wallpaper for greater impact.
Other improvements included updated shop fittings, custom-made perimeter shelving and reduced cash desk footprints to maximise retail space.
Stylish floor finishes and strategic lighting also added impact, while bright yellow walls greatly increased external visibility.
So although no-one has yet checked from the moon, as far as we’ve heard, we do know that the upper floor stands out right across the concourse. And that retail sales continue to grow impressively. We also understand that Network Rail are planning to repeat the success of the new Paperchase look across other retail units in Victoria Station.
