The Floor Room
Turning flooring into the star of the show
The challenge: Flooring has an image problem. Most people see it as boring, basic, something you have to do rather than want to do. The Floor Room was ready to change that with their new store on Tottenham Court Road. Their mission? Make flooring the starting point for great design, not an afterthought. Fast forward to 2023, and a bigger challenge landed: how to make this concept pop in 34 John Lewis stores nationwide.
Our approach: Building from the ground up
1. Name with impact
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First up, giving the brand a name that means business. 'The Floor Room' – simple, confident, and straight to the point. Paired with a bold logo that catches the eye and tells you exactly what you're getting.
2. Showroom, not store
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Designed a premium space where expertise meets inspiration. This isn't your average flooring shop – it's where great design begins.
3. Style first strategy
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Landed on a simple truth: "Style starts at the floor." Because really, it does. We turned flooring from functional to foundational in home styling.
The solution:
Making floors the main event
John Lewis integration: Created a store-in-store experience that stops shoppers in their tracks. No easy feat in one of the UK's busiest retailers.
Window wow: Designed three knockout window displays showing different living room styles, each one proving that great rooms start from the bottom up.
Style to inspire: Build trend-led wall bays that get people excited about flooring (yes, really).
Can't-miss navigation: Got playful with directions - floor stickers, digital screens, and a cheeky lift wrap asking "Which floor?" See what we did there?
Multi-channel impact: Spread the word through home styling magazines and digital platforms, making sure everyone knows where style starts.
The results:
From one store to nationwide success
What started as a single showroom in London grew into a presence in 34 John Lewis stores across the UK. The Floor Room isn't just changing how people shop for flooring – it's changing how they think about it.
“Whippet has truly brought our vision to life. Their designs have not only captured shoppers' attention but transformed our presence in John Lewis stores. This campaign has elevated our brand and driven a noticeable increase in foot traffic. We’re delighted!”
Carly Greening, Senior Marketing Manager, The Floor Room