Feel at home with Joules

I visited the Joules store in Cheltenham last weekend as a part of my research into lifestyle brands for my final project. I really like the concept Joules have used of making the store like a home. Each area of the store has different props and fittings that reflect a room in a home, like in these examples above that use a bath tub and an ironing board. All of the props, like the stores interior are painted in very neutral tones. This enables the brands products to really stand out with their vibrant patterns and colours. The concept reflects one of Joules core values of being a brand for all the family and creates an enjoyable store environment for customers.