Issued with a brief to ‘position Dolcis as an irresistible destination for female and male shoppers’, 20|20 developed a dynamic, brave concept built around the idea of ‘Unleash the Lust”. The result is the antithesis of the white box: black, red and not afraid to be sexy.
The concept set out to inspire and motivate through stories, ideas and suggestions with the slickness and atmosphere of a lounge, large scale black and white photography, sexy glossy surfaces and mirrored walls.
Good service is at the heart of the new proposition and at the centre of the store. Cash and wraps have been replaced with an entirely new service experience more akin to a luxury restaurant.
