British retailer Next unveils state-of-the-art store at Bluewater Shopping Centre

One of the UK’s leading retailers, Next turned to Dalziel & Pow to reimagine its 132,000 sq ft store at Bluewater Shopping Centre in Kent. The global strategy and design studio crafted the customer journey around Next’s retail model of ‘making shopping as effortless as possible.’

Following the opening of stores throughout England in 2025 that introduced Next’s redefined shopping experience, designed by Dalziel & Pow, the Bluewater relaunch was created to help shoppers discover, collect and purchase with ease.

Across its two floors, the updated store merges efficiency with a premium feel, giving each department its own distinctive identity. For instance, the store’s calm, neutral palette is complemented by soft aqua in Menswear and a warm pink blush in Womenswear. The neutral backdrop is designed to create a welcoming environment, with making customers feel at home a key priority.

This theme is demonstrated through the use of light within the design concept. Ambient and accent lighting are designed to evoke warmth, depth and a sense of calm, while expansive atrium skylights enhance the Bluewater store’s premium feel.

“With this design, we used materials that would make people feel comfortable and that they might even use at home,” says Mark Frankland, creative director of environments at Dalziel & Pow. “The store has a premium feel, but is designed to be welcoming, putting customers at their ease while making their shopping experience as frictionless as possible.”

Next’s flagship store aims to act as a destination, with the addition of a Costa café and a Bath & Body Works concession helping to broaden its appeal.