The transformation of the Paddington flagship store was carefully considered from every angle – creatively, operationally and commercially. Our approach began with a carefully curated strategy, ensuring the brand could maintain a consistent presence throughout the redevelopment. We focused on refreshing the existing space to align with the release of the new Paddington film at the end of 2024. Visual updates were introduced to immediately re-engage visitors and bring the store in line with the film’s world. The complete redesign promises a fully extended and reimagined flagship experience – one that captures the heart of the Paddington brand and delivers on retail innovation.
To avoid disruption during the transformation, a pop-up shop was introduced on-site at Paddington railway station. This ensured that the brand could remain visible and accessible to the thousands of daily commuters and visitors passing through, while work on the main store progressed in the background.
The new store layout was designed around the idea of ‘zoning’ – creating clearly defined areas for different customer journeys and retail experiences. The front windows became a storytelling zone, changing with seasonal campaigns and drawing passers-by into the space. The central area near the tills, was transformed into a high-impact ‘grab-and-go’ zone, ideal for time-conscious travellers and casual shoppers. The hero collection, facing front and centre, featured key Classic Paddington product lines, while the perimeter zones were reserved for a broader product range catering to deeper brand engagement.
A modular and flexible fixture system was introduced, enabling the store to adapt over time. Whether for product updates, seasonal displays or future expansions, the design allowed for continuous evolution without the need for structural changes.
The store design prioritised the product offer, with a curated mix of Paddington classic, TV and movie merchandise. This ensured broad appeal across age groups and interests. Engagement was further enhanced by the inclusion of interactive and playful features. A standout moment was the photo opportunity at the back of the store – a shareable bench featuring Paddington himself, inviting fans to take pictures and create lasting memories. This element, among others, helped shift the store experience from purely transactional to something memorable and immersive.
A key aspect of the design was the integration of Paddington railway station’s own identity. Architectural elements and historical references from the station were woven into the retail environment, adding authenticity and a sense of place. The service area and till points, for example, took visual cues from the station’s lost and found office, complete with bespoke racking and roller storage to manage operational needs behind the scenes.
Beyond the customer experience, operational efficiency played a vital role in the design. Given the station’s unique setting and footfall, the layout had to accommodate deliveries, stock management and clear product visibility without disrupting the customer journey. The balance between high- and low-density shelving allowed for flexibility in merchandising while keeping the space feeling open, navigable and accessible for all.
