We’ve been appointed by Danish fashion brand Pieces to re-engage its target audience with an experience-led retail concept.

Established in 2003 as a part of the Bestseller family, Pieces was launched as an accessories brand to supplement Bestseller’s female fashion brands with trendy accessories. Today Pieces has independent collections with ready-to-wear fashion in stores across Europe.

The vision for the experience is built around the idea, ‘Piece it together’, where customers and staff can take part in creating and sharing new looks. It all comes to life in an open, inviting and collaborative space we defined as the Social Studio, which will bring this boutique shopping experience to the mass market.

Pieces has briefed us to further develop the brand identity, tone of voice and in-store graphics, as well a complete redesign of the store environment and experience.

Gulshanoy Tolipova at Pieces said, “We have greatly enjoyed working with the D&P team on developing a new store concept for Pieces. We’ve been challenged and asked the ‘right’ questions to really identify our new store concept aspirations. Now we’re excited and looking forward to seeing the results of our partnership.”

Paul West, Strategy Director at Dalziel & Pow said, “We were thrilled to be appointed by the Bestseller group, to have the opportunity to bring insight, strategy and new ideas to define the future of the Pieces brand in a crowded market. We look forward to seeing the launch and evolution of Pieces as it becomes the most social, creative brand for independent young women who want to define their own look.”

The new concept is set to open in Den Bosche, Holland in early September 2016.