London’s iconic luxury department store Harvey Nichols is preparing to unveil a major transformation this autumn, starting with a reimagined ground floor at its flagship Knightsbridge location. This bold redesign marks the first phase in what promises to be a substantial redevelopment, signaling a new chapter in the retailer’s evolution to meet the tastes and expectations of today’s discerning shoppers.
The renewed ground floor space introduces a striking new vision for the brand, blending fine and designer jewellery with an expertly curated lifestyle offering. Launching in September 2025, the redesign features a vibrant use of primary colours throughout the area, creating an energetic and inviting atmosphere. Adaptable, movable fixtures have been incorporated to enable dynamic brand collaborations and seasonal storytelling, ensuring the space remains fresh and engaging year-round.
One of the standout elements of this transformation is a new installation by artist and designer Gary Card. His immersive work is designed to reflect the store’s evolving creative vision, adding an artistic layer to the retail experience that goes beyond mere shopping. This installation complements the store’s broader ambition to foster creativity, individuality, and discovery within its walls.
Natural light will flood the ground floor thanks to the opening up of the windows, a move that brightens the space and enhances the shopping environment. Additionally, the prominent corner window at the busy junction of Knightsbridge and Sloane Street will be converted into a dynamic pop-up space. This prime location will spotlight exclusive brand moments and new launches, a strategy inspired by similar successful initiatives at other London luxury retailers like Selfridges.
The ground floor will showcase a curated jewellery edit, featuring internationally recognised designers alongside contemporary and emerging names. This mix aims to appeal to a broad spectrum of jewellery enthusiasts, from those seeking timeless pieces to shoppers eager to discover innovative new creators. But the transformation goes beyond jewellery alone.
Harvey Nichols is expanding its lifestyle offering with a focused selection of elevated homeware and gifting items. Shoppers will find artisan candles, sculptural vases, tabletop objects, and books-as-art, all carefully chosen to add a sense of artistry and collectability. This marks an intriguing development for a store traditionally known for fashion, signaling a push into lifestyle design and décor that complements its luxury credentials.
Julia Goddard, CEO of Harvey Nichols, expressed excitement about the unveiling, calling it “an exciting chapter in the evolution of our brand.” She emphasized that the ground floor will become a global destination for designer and fine jewellery, alongside exceptional lifestyle and design pieces. Goddard highlighted that “with the opening up of the windows and a new flexible experiential space, it offers a dynamic platform for unexpected collaborations and unique brand moments.”
Kate Phelan, the store’s creative director, described the moment as pivotal for Harvey Nichols. She said, “The new ground floor is about more than product – it’s a statement of intent. We’re creating an experience that feels relevant, exciting and, above all, individual. This is just the beginning of what’s to come.” Her words underline the store’s commitment not only to selling luxury goods but also to crafting a unique, immersive shopping experience that resonates with modern consumers.
The redesign is the most significant physical change at Harvey Nichols since the arrival of Goddard and Phelan in their respective leadership roles. Under their guidance, the store is clearly aiming to reinvent itself, blending tradition with innovation to stay competitive in London’s fiercely contested luxury retail scene.
The choice to open the windows and flood the store with natural light is more than an aesthetic decision; it reflects a broader trend in retail design focused on creating welcoming, airy spaces that encourage customers to linger and explore. Meanwhile, the corner pop-up space at Knightsbridge and Sloane Street is set to become a hotspot for exclusive events and product launches, leveraging the store’s prime location to attract attention and foot traffic.
Harvey Nichols’ strategy to combine globally recognised designers with emerging talent and one-of-a-kind objects aims to satisfy a diverse clientele. It caters to those who appreciate established luxury brands as well as shoppers eager for fresh, distinctive finds. The inclusion of lifestyle and homeware products further broadens the appeal, offering customers unique gift ideas and collectible pieces that transcend traditional fashion retail.
This transformation also reflects the shifting expectations of luxury consumers, who increasingly seek experiences that go beyond simply purchasing products. By creating a flexible, experiential space, Harvey Nichols is positioning itself as a destination where creativity and individuality are celebrated, and where shopping becomes an immersive journey.
As the retail landscape continues to evolve, with digital commerce growing ever more dominant, physical stores like Harvey Nichols are doubling down on experiential retail to differentiate themselves. The blend of art installations, curated product selections, and adaptable spaces for brand storytelling exemplifies this approach.
Looking ahead, the new ground floor is just the beginning of Harvey Nichols’ broader transformation plans. The retailer’s leadership has made it clear that this phase sets the tone for future developments, promising ongoing innovation and evolution to keep the brand fresh and exciting.
With the unveiling scheduled for this autumn, all eyes will be on the Knightsbridge flagship to see how this ambitious redesign resonates with customers and influences the luxury retail sector in London and beyond. If the initial phase is any indication, Harvey Nichols is poised to make a bold statement and redefine what a luxury department store can be in the 2020s.
