Luxury Jewellery Concession Design & Fit-Out for Dinny Hall at Liberty London.
The
Challenge
The existing Dinny Hall presence within Liberty London lacked visibility, emotional impact and clear brand ownership. Positioned within generic department store fixtures, the space struggled to communicate the sophistication, warmth and understated luxury associated with the Dinny Hall brand.
The challenge was not simply to create a jewellery display – it was to create a branded destination within one of London’s most iconic luxury retail environments.
The new concession needed to:
- Be fully installed overnight outside trading hours with minimal disruption to the live retail environment
- Increase visibility within Liberty’s busy jewellery department
- Create stronger customer engagement and dwell time
- Balance luxury with approachability
- Respect Liberty’s historic architecture whilst feeling contemporary
- Introduce a more immersive and cocooning retail experience
- Maximise impact within a compact 12sqm footprint
- Concept Design & development
- Technical Design & Engineering
- Manufacture
- Permits & Approvals
- Fit-out
our approach
Rather than competing against Liberty’s historic architecture, NORTHBANKS intentionally leaned into it.
The surrounding environment featured Liberty’s signature dark timber detailing and heritage character, so the concept embraced a darker, more atmospheric and cocooning retail aesthetic inspired by Dinny Hall’s understated luxury positioning and charcoal brand palette.
We developed a boutique-style jewellery environment using:
- Deep charcoal finishes
- Fluted cabinetry
- Brushed brass detailing
- Illuminated jewellery vitrines
- Bespoke jewellery display fixtures
- Integrated retail lighting
- Layered visual merchandising
- Premium tactile materials
- Modular display systems for future VM updates and collection launches
The design language was heavily informed by Dinny Hall’s wider brand positioning around timeless modernity, approachable luxury and refined craftsmanship.
The result was a space that felt intimate, elevated and highly recognisable within Liberty’s wider jewellery hall.
The
Solution
Northbanks delivered a complete turnkey jewellery concession solution for Dinny Hall at Liberty London, including:
- Retail concept design
- Space planning
- Technical design
- Bespoke joinery and fixture design
- Manufacture and fabrication
- Retail lighting integration
- Visual merchandising strategy
- Installation and coordination
- Department store approvals management
The final concession introduced bespoke illuminated jewellery showcases, fluted charcoal cabinetry, brushed brass detailing and integrated branded touchpoints designed to increase visibility and create a more immersive luxury retail experience.
A modular fixture approach was built into the design, allowing the concession to evolve through seasonal VM updates, collection launches and phased retail refreshes without requiring a complete rebuild.
Operationally, the existing concession was decommissioned and the new environment fully installed overnight outside Liberty trading hours, allowing the space to reopen the following morning with minimal disruption to Liberty’s live retail operation.
The
Result
The completed concession transformed Dinny Hall’s presence within Liberty London from a generic department store counter into a distinctive and immersive luxury jewellery retail environment.
By combining bespoke jewellery displays, atmospheric retail lighting, premium materials and layered visual merchandising, the concession delivered significantly stronger brand visibility, improved customer engagement and a clearer physical expression of the Dinny Hall brand identity within Liberty’s highly competitive jewellery department.
Whilst exact commercial metrics remain confidential, the project contributed to stronger customer interaction, improved retail presence and increased commercial performance, whilst helping establish a scalable retail design direction that later informed additional Dinny Hall projects including Leeds and Bicester Village.
Today, the concession stands as an example of how thoughtful experiential jewellery retail design can create meaningful brand and commercial impact within compact department store environments.
Looking Ahead
As more fast-growing brands turn to us for their retail expansion, we look forward to continuing to design and deliver experiential retail spaces that captivate and inspire.
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