When I finally found everyone, we started our walk in an area where men's stores are dominant. The store design and visual merchandising of those stores reflected the clientele of the area because they were very luxurious and masculine. One thing I noticed is that they all had very well-dressed employees. One of the stores was unique because it didn't have anything on display. You had to ask an employee to see something, such as shirts, which were stacked behind the counter. The stores were always sophisticated and they were mostly small boutiques. The interiors were very masculine in that one of them was decorated with antlers and dog statues. They were also incredibly organized.
The arcades were so fun to look at. They were like their own little world in the middle of the city. They were flawlessly clean. Jose even made a comment about them being as clean as hospitals. They were all bright and very well lit. I would say, in general, they were targeted toward business men.
We also went to Fortnum and Mason. I loved this store. Their signature color was a beautiful blue - like the "Tiffany's" blue. Horses were also a symbol of theirs and they were everywhere. Their windows had simple, dark backgrounds and colorful displays. The moment you stepped inside you could tell this was an elegant store. There were beautiful chandeliers hanging and the ceilings were very ornate. Their displays were very organized. At least in the tableware section, they used a lot of stacking (plates) and rows (cups) in their arrangements. There was a table with china that was set up by end use. They also had china that was Diamond Jubilee themed. I noticed that there wasn't any music playing in the perfume and accessories section and I was surprised. Overall, this store was so elegant and also fun to look at.
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