This retailer wanted this refurbishment to be ‘soft, warm and homely’ and to better reflect its bespoke furniture proposition.
Christopher Peters is targeting affluent families and empty nesters with grandchildren, who are looking for good quality furniture and a touch of luxury. Explaining the reasoning behind the refurbishment, owner Will Lyne says: “We wanted to create more of an experience for the customer and for the showroom to better reflect what our customers expect from us, and what we do.”
As well as aiming at families, Christopher Peters also does a significant amount of work with interior designers and this was another contributing factor for the revamp. “We wanted to better attract interior designers. What we didn’t want was umpteen tile display boards cluttering surfaces and a load of cabinetry,” Lyne adds. “We’ve done simple things like added vases and dressed our displays – and generally tried to make it look lived in. We’ll light a candle. It’s a softer approach.”
In terms of the mood and tone, Lyne explains they were going for “a soft, welcoming, homely feel” although the high ceilings hint at the dramatic too. They did not go for lifestyle displays, but separate standalone pieces that demonstrate a different element of what Christopher Peters offers.
The hero display at the back of the showroom makes use of the high ceiling, featuring a tall ladder, as well as a working, electric Aga and a mirrored splashback. As well as being a draw for customers, the Aga allows the showroom to host events. “Over Easter we made hot cross buns and gave people recipe cards so they could do it at home.”
The Aga is one of just two appliances on show, with the other a Miele dishwasher. “Our approach was to showcase our furniture, as it’s what sets us apart and it’s what we do,” Lyne explains. “Our clients will visit our appliance suppliers separately, so we don’t feel the need to have lots on display in the showroom. Because we’re a complete bespoke furniture maker and supplier, this approach works better for us.”
In the window is a modern shaker-style kitchen with a high-impact orangey-yellow finish, and there’s blue on the back of that display. The furniture around the island is also a different colour as they wanted the island to stand out. A large island sits behind the window display and has stools around it where the team holds consultations. Next to this is a boot room display which offers somewhere to hang customer’s coats. “The kids tend to sit there during consultations, and we give them paper and colouring pens.”
As well as bespoke kitchen cabinetry and freestanding larders, Christopher Peters also supplies living room furniture and has various things on display. In terms of the finishing of the showroom itself, the idea was to use materials to emphasise the furniture. On the floor is a nice, hard-wearing wood surface which, according to Lyne “really makes the furniture stand out.”
The showroom has a homely feel and visitors are encouraged to hang their hats and coats in the boot room display
Bespoke wall cabinetry and shelving showcases the company’s bespoke furniture- making capabilities
The showroom is designed as a holistic ‘lifestyle space’ and is dressed to show how the furniture might look in people’s homes
