John Lewis promises ‘most exciting Home floor yet’ at 50th store

Homeware plays a key role at John Lewis’ 50th branch, which opened at White City Westfield shopping centre in London on March 20.

The retailer said the 230,000sq ft shop, which is the anchor tenant of a £600m extension of the centre, features ‘the most exciting Home floor for John Lewis yet’.

Covering 50,000sq ft over two floors, the home department brings together more than 500 homeware brands across a series of room sets.

John Lewis buying director for home and technology Johnathan Marsh commented: “The home floors at John Lewis White City Westfield are just fantastic. We’ve showcased the full range of services and products available from John Lewis, from the personal service you get from our home design advisors, through to the latest smart home technology concept from Apple.

“The new shop is another step forward in giving our customers a unique and inspiring product range, with our own-brand ranges and the best of brands forming an exclusive offer that can’t be found anywhere else. We are incredibly proud of our new shop. It’s the perfect place to showcase our collections.”

John Lewis White City Westfield offers a total of 23 services and appointments which can be booked through a concierge-style Experience Desk.

Home services on offer include:

*Demo Kitchen: a working kitchen used for food demonstrations and cooking masterclasses;

*Home design service: design advisors work through ideas in-store to help customers find a look that suits their style and budget. Customers can also book appointments for a home visit to create a complete design scheme;

*Carpet colour matching: Colourbox software can create an original carpet or rug in the customer’s own unique colour palette;

*Design your own rug: a fabric swatch, picture or photo can be transformed into a unique hand-made rug;

*Sofa Studio; customers can design their own sofas or armchairs in one of John Lewis’ collection of fabrics;

*Sleep Room: an area dedicated to giving customers ‘the best night’s sleep possible’, set back from the shop floor to allow customers to test mattresses at their leisure;

*Apple Smart Home: Europe’s first fully immersive smart home experience by Apple – customers can control various smart devices from lighting to thermostats, windows and home monitoring from an iOS device;

This season John Lewis White City will be home to the retailer’s Spring Summer interiors collections, including Poolside ( ), billed as ‘the latest high summer trend’. A nod to mid-century LA, the collection combines a vibrant palette with bold graphic prints to create a laid-back look for both indoor and outdoor spaces, including outdoor textiles and colourful glassware and tableware.

The store is also displaying new season homeware pieces from John Lewis’ three own brand labels – Design Project by John Lewis, HOUSE by John Lewis, and John Lewis Croft Collection – across a series of room sets, designed to show customers how the product might look in their own homes.

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