Global strategy and design studio Dalziel & Pow has designed a standout new store for leading British retailer Next at the prestigious Bluewater Shopping Centre in Kent.
The state-of-the-art space – which sees Next triple its footprint at Bluewater to a 132,000sq foot store with an 83,000 sq foot trading space – is now Next’s largest store in the UK.
The Bluewater relaunch marks the latest milestone in the rollout of Dalziel & Pow’s reimagined retail concept for Next, a design evolution that’s reshaping stores across the UK. Building on the success of landmark openings in Eldon Square, Newcastle, Canterbury and Ripon throughout 2025, alongside the striking Stratford City relaunch in 2024, the Bluewater opening continues to redefine what customers can expect from the Next shopping experience.
At the heart of Next’s retail model is a simple promise: make shopping as effortless as possible. Every element of the customer journey has been designed to help shoppers discover, collect and purchase with ease. For the Bluewater design, Dalziel & Pow has created a dynamic, highly adaptable environment that pairs efficiency with a premium aesthetic, elevating the in-store experience while remaining true to Next’s commitment to quality, style and accessibility.
Spanning two expansive floors, the new Bluewater store brings together Women’s, Men’s, Children’s and Home under one roof, with each department given its own distinctive identity while sitting within a cohesive design language.
A calm, neutral palette forms the backdrop, punctuated by signature colour moments that aid navigation and create personality throughout the space. Soft aqua brings freshness to Menswear, warm pink blush defines Womenswear and rich greys anchor the Home department, with glazed finishes adding depth, richness and a subtle sense of luxury throughout.
Designed to encourage customers to spend longer exploring, the Home department has been expanded to showcase an even broader furniture offering, with direct access to the rear car park making larger purchases effortless to transport. Beyond retail, the store has been conceived as a true destination, incorporating a Costa café for moments of pause alongside a dedicated Bath & Body Works concession with its own independent entrance, enriching the overall customer experience and broadening the store’s appeal.
Light plays a defining role in the design concept, carefully layered throughout the store to create warmth, depth and a sense of calm. Ambient and accent lighting are seamlessly integrated into the architecture, ceiling details and visual merchandising fixtures, while expansive atrium skylights flood the space with natural daylight, enhancing the premium feel and bringing every department to life.
A limited palette of materials creates a welcoming space, with a neutral colour palette designed to make customers feel at home in the store. This is intentionally contrasted with textures and tones landed throughout the bold architecture to give each department its unique look and feel.
“With this design, we used materials that would make people feel comfortable and that they might even use at home,” said Mark Frankland, Creative Director of Environments, 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.
“We have worked as design partners for Next for over 19 years, delivering new concepts to support their ongoing expansion,” he said. “We are proud to be launching this new store as Next continues its transformation from its presence on the UK high street to retail powerhouse.”
