New retail store design for Majestic wine in London's Mayfair

Wine retailers Majestic has opened an entirely new store concept designed by Shopworks, tailored to meet the needs of a local customer base in one of London's most affluent neighbourhoods.  

A different retail concept for a different customer base

Up scaling from the familiar warehouse format long associated with Majestic, Shopworks worked with the retailer's team to create a store that offers a premium boutique experience tailored to its surroundings and directly appealing to its local customer base.  Here, unlike other Majestic stores, customers can purchase wines by the bottle or the case. The knoweldgeable and enthusiastic staff typically associated with the Majestic brand are on hand to assist customers in making their wine and champagne selection.

A sub-brand of Majestic, Majestic Mayfair has a completely different look and feel. Within an elegant and contemporary environment, bespoke cabinets and freestanding merchandising units are made of English oak with highlights of black oak to contrast with the warmth of the lighter wood.  The use of such high quality timber lends a heritage feel to the store whilst referencing the wine crates of the warehouse format, therefore retaining elements of the traditional Majestic personality.  

The clean, open and modern fascia features the new leaner Majestic Mayfair branding and graphics evolved by Shopworks.  Customers enter the store to find elegantly placed premium wine choices displayed so that each bottle becomes its own 'hero'. Towards the rear of the store, the well-stocked Champagne area, one of the Mayfair stores best selling products, acts as a magnet for customers taking them past the comprehensive premium wine offer and guiding them towards the exclusive tasting zone, out of sight from the threshold of the store.

In store wine tasting

Here the Shopworks designed a state of the art oval-shaped tasting bar is surrounded by comfortable high-level seating and featuring heat-up and chill-down trays to bring the wines to their optimum temperature.  Behind an enomatic machine - whose airless environment keeps wine fresh and drinkable up to a week after first opening - large-scale grape illustrations stand out from the light oak panelled wall.  The location of the tasting area away from the main retailing zone, allows for the hosting of events without interrupting trading.

Retail store design - in store wine tasting area Majestic wine Mayfair

"We wanted to offer something unique to fit both the location and specifity of the space.  Shopworks has done a great job of interpreting our brief to create a beautiful store, befitting of the heritage of the Majestic brand and perfectly adapted to this prestigious location" David Sinfield, Marketing Director, Majestic wine 

Retail design scope

Shopworks dedicated research team conducted initial customer behaviour research to inform the design.

The scope of work carried out by the Shopworks retail design team included:

  • store design concepts
  • design of furniture and merchandising units
  • branding and identity
  • in-store graphics, POS, ticketing

It was an exciting challenge to work with such a respected retailer and help them to evolve their traditional positioning to one that is relevant for this local customer base, without diluting the essence of the Majestic brand.