It’s not often that a new entrant to the UK market creates an entirely new way of shopping but the David’s Bridal Store at Westfield Stratford does just that. Britain’s bridal landscape currently comprises small boutique shops, leaving a massive gap in the market for a retailer that focuses on convenient and affordable prices for brides-to-be. The new store marks the first steps of US Bridal retailer David’s Bridal into Europe. As the US market leader the range and service offered by David’s Bridal cannot be beaten, and as such the client required a store design that reflected the leading bridal and special occasion brand attributes of its transatlantic legacy. The store developed by Child Graddon Lewis with the David’s Bridal in-house design team occupies a 10,000 sq ft unit spread over two floors with the bridal party and prom dresses displayed on the ground floor and the entire first floor given over to Brides. The front of the store is a dramatic double height space that features an elegant circular staircase leading up to the bridal floor that is further animated by two giant handcrafted light fixtures that resemble an opening rosebud or the layers of a wedding dress. The intention is to give a feeling of ‘special occasion’ and ‘indulgency’; cream ceramics, carpets, elegant mouldings and feature chandeliers embellish the internal space to allow the customer to take pleasure in their shopping experience as they prepare for their unique event. Large areas of the store have been given over to presentation areas where the dresses can be tried on accompanied by their bridal party. In-store personalisation and alterations are catered for in a separate more intimate fitting area. It is also possible to get shoes died in store to ensure they are the perfect colour to match the dress. The products combined with the luxurious atmosphere created by the design team have been an immediate success with sales exceeding expectations and the store receiving positive coverage in Vogue, Elle, The Times, The Telegraph and many more mainstream and fashion publications.