Dreams rolls out next generation store format

Dreams is rolling out a new store format, which it has piloted in Warrington. The aim of these stores is to offer a softer, more welcoming store environment whilst ensuring Dreams customers choose the right mattress for the best night’s sleep, and to showcase its on bedroom furniture and bed frames. The retailer has been working with Design4Retail for the last two years on the new format.
The store design takes customers on a step by step journey, making it as simple as possible for them to understand the Dreams offer and the ease with which they can make intuitive and easy buying decisions.

Storytelling is an integral part of the store, with brand and product messaging used to highlight product ranges and reaffirm the brands as having a UK-based factory where product is made. A friendly and informative graphic style is combined with more lifestyle imagery, illustrations and added tone of voice.
Design4Retail has utilised the previously used ‘Comfort by Colour’ mattress selector and replaced it with stronger creative, simplying the buying process and adding in large panels with a step by step guide and mattress examples.

To break up product groups and aid navigation around the store, the design team added in textured fret cut screens which are flexible enough to move around the store without blocking the view. Colour coding and imagery helps with product selection, while soft wooden frames around the store help tie everything together.
Upstairs features lifestyle imagery and highlighted bed frame features on ‘get the look’ type imagery. The same framing and fret cut paneling has been used to create a compelling back drop to products.
The new format will roll out to other Dreams stores over the coming months.