John Lewis plans to trial a ‘multi-sensory experience’ at one of its stores over the next year as it tests new concepts.
The concept will be launched across almost half the two-storey store in Horsham, West Sussex. The former John Lewis at home store, which opened in 2015, has been converted to offer a wider range including fashion, beauty and personal styling.
John Lewis has hired neuroscience experts to examine the store’s design and prescribed fragrance, colours and sounds to areas to ‘enrich customer mood and experience’.
There is also a new children’s area, with an interactive treasure hunt, as well as an activity table and a nursery advice service.
This will also be rolled out to its Oxford Street, Milton Keynes and Liverpool stores in the spring, according to the Times.
