1A St James's: The spiritual home of Dunhill Tobacco

This case study describes how an ultra-modern flagship store for Dunhill Tobacco of London enabled the brand to exceed all its sales targets.

1A St James's: The spiritual home of Dunhill Tobacco

Household

Executive summary

Despite working with an industry that is negatively perceived, that has experienced a long-term decline in sales, and that is suffering after the widespread ban on consumption of its products in public, Household has created an ultra-modern flagship store at 1A St James's as the spiritual home for Dunhill Tobacco of London Limited — all within a 100sqm Grade II* listed retail space.

Was it challenging? Absolutely. Was it impossible? Absolutely not.

Against all these factors, Household created a space that defies the industry standard of offering the...

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