John Lewis and Waitrose unveil concept store

John Lewis & Partners and Waitrose & Partners are opening an experimental format offering ‘experience playgrounds’ for consumers. The concept is unveiled tomorrow (Tuesday November 19) at the Southampton store.

The new joint initiative sees the first ever Waitrose Cookery School inside a John Lewis & Partners shop with cooking classes. Over the Christmas period, customers can learn to make festive treats such as gingerbread and yule logs. Also appealing to foodies, there is a brand new farm shop on the rooftop alongside a roof garden.

Besides cooking advice and classes, other free and paid for activities include home and garden makeover consultations, personal styling and  ‘stay and play’ areas to try out gadgets. If the new ‘experience playgrounds’ are successful, they could be rolled out across the country.

Peter Cross, customer experience director at John Lewis & Partners, says: “Our goal is to offer customers unrivalled access to expertise and impartial advice in as many areas of their lives as we possibly can – in a way that is uplifting and inspiring.”

He emphasises: “Our new concept shop is an example of how we’re reinventing the department store of the future to make us stand out from the competition.”

Above: Excitable Edgar is the hero of the first joint Christmas advertisement from John Lewis & Partners and Waitrose & Partners. He finds happiness on receiving his perfect Christmas gift of a Christmas pudding, which he lights himself at the village feast.
Above: Excitable Edgar is the hero of the first joint Christmas advertisement from John Lewis & Partners and Waitrose & Partners. He finds happiness on receiving his perfect Christmas gift of a Christmas pudding, which he lights himself at the village feast.

* The first joint Christmas advertisement from John Lewis & Partners and Waitrose & Partners also reinforces how the two retailers are joining forces for future initiatives. The ad celebrates the act of coming together to enjoy good food. It is also about finding a thoughtful gift for a special friend. Set in a Medieval-style village (far away from consumerism) a small girl finds the perfect present (and experience) for Edgar, an excitable fire-breathing dragon.

Top: John Lewis & Partners’ and Waitrose & Partners’ Southampton concept store will offer expert advice from chefs, gadget specialists, home design stylists, gardeners, wine experts, make-up artists and personal stylists.

MORE NEWS
Copy of Progressive Preschool featured image (36)
 
WildBrain CPLG has been appointed by ETABLISSEMENTS PEUGEOT FRÈRES and its subsidiary PEUGEOT FRÈRES INDUSTRIE to represent the PEUGEOT brand globally....
Copy of Progressive Preschool featured image (35)
 
One of the key tools of any kitchen, knives make up an important part of the housewares landscape. PH finds out about the latest launches and what drives sales....
Copy of Progressive Preschool featured image (34)
 
This month, Andrew Goodacre, ceo of BIRA, weighs in to the question on every supermarket's lips - to serve or self serve? ...
Copy of Progressive Preschool featured image (33)
 
Spring Fair will launch the Licensing Lab in partnership with Fabacus and Licensing International at the next show....
Copy of Progressive Preschool featured image (32)
 
HORL has introduced scissors which can be sharpened at home – with the HORL Sharpener....
Copy of Progressive Preschool featured image (31)
 
New research by Joseph Joseph has revealed that 72% of Brits struggle to clean or organise rooms in their home. ...
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.