A new concession concept for Ellen Tracy to be rolled out into House of Fraser stores to grow its presence in the UK market.

Ellen Tracy

Ellen Tracy, the premium fashion label based in New York, asked us to create a branded environment that could flex into different House of Fraser department stores while keeping a consistent, recognisable design DNA.

The concept has already launched in five key House of Fraser sites including the Oxford Circus flagship in London. Following the success of these concessions it is now being installed into a sixth site, with plans for further rollout across the House of Fraser estate.

The concept is ‘Her City Apartment’ – a sophisticated residential-style setting perfect for Ellen Tracy’s target audience of confident, statement-making women. A key design feature is the architectural metal framework that encases part of the back wall, layering over wall panels upholstered in soft suede. The metalwork casts angular shadows, creating visual interest and standout on the department floor.