UK’s first futuristic store for True Religion opens on Carnaby Street

True Religion new store

NJF have been working with the premium Californian jeans brand, True Religion, to create their first futuristic store on Carnaby Street, London. This new bi-level store is now True Religion’s primary location in the UK and showcases their new style of being fully tech enabled with futuristic retailing methods involving a seamless, personalised retail process – a first for Carnaby Street too.

This full shop fit was not without its challenges, namely a huge hole between the ground floor and lower floor, so a staircase was high on the priority list. The NJF team also stripped the building back to its shell and commissioned engineer reports for the new glass floor and metal staircase to make sure they were structurally sound. Working with Blink Projects, the transformation of the store was completed within timeframes and on budget; with decorating, lighting, a seamless wood strip to floor and ceiling, glass flooring to lead customers around the store and a central band of seamless wood and glass. A centre piece in the store is the ‘denim bar’ table which showcases a range of True Religion jeans.

The intimate and bright store covers 2,505 sq ft and carries less stock than the average store, instead using technology to connect customers with the item they require. Simon Durrell, NJF’s Commercial Manager: “This was our first project with True Religion. It’s great to be involved with a brand that is pioneering a new concept and a new style of store. The end result is impressive and it’s great that True Religion chose Carnaby Street as their primary location in the UK.”

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