Dreams Retail Store, East Sheen, London

Project Background

Dreams, a well-known British retailer specialising in beds and mattresses, sought to create an inviting and functional retail space in their East Sheen location. The store needed a flooring solution that could withstand high foot traffic, match the store’s modern design, and help maintain a clean, welcoming environment for customers. To meet these requirements, Dreams selected high-performance products from Heckmondwike, a leading manufacturer of carpet solutions, specifically the Hobnail carpet and the Diamond entrance mat.

Hobnail Carpet

• The Hobnail carpet features a unique, cobbled diamond-effect texture, designed with demanding environments in mind. It provides the resilience crucial for retail settings, while also offering distinctive visual appeal. This made it an excellent choice for the high-traffic area of the Dreams store, where durability and style needed to be balanced.
• Hobnail also delivers significant practical advantages for a busy store. One of its standout features is the 25dB impact nose reduction, helping to absorb sound and contribute to a more comfortable shopping experience.
• The carpet’s anti-ravel texture ensures it maintains its integrity over time, preventing fraying or unravelling. Additionally, its durability helps lower overall maintenance costs, making it a cost-effective choice in the long run.

Diamond Entrance Mat

• Diamond is designed specifically for use in entrance areas, as its durable cobbled surface serves as a functional and aesthetic element. It is available in a wide range of colours, enabling customisation to suit the store’s interior design.
• Its cobbled texture makes it an ideal solution for areas with high traffic, like the entrance to the Dreams store. The mat effectively traps dirt and moisture, helping to maintain a clean environment by preventing the spread of debris into the store.
• The entrance mat can serve as an important branding tool, with the option for personalised designs, like logos. This strengthens Dreams’ overall branding strategy and enhances the customer experience from the moment customers enter the store.

Design and Aesthetic

The choice of Hobnail and Diamond flooring seamlessly integrated with the store’s modern interior design. The cobbled texture of both products creates an elegant, textured look that adds visual depth to the space without overwhelming it.

Hobnail was incorporated into the design using steel, chosen from Hobnail’s neutral colour palette, to complement the store’s sleek, contemporary style.

The diamond entrance mat made an immediate impression as customers entered the store, drawing attention to the store’s branding and creating a clean, professional first impression.

The combination of these two products ensured a consistent aesthetic throughout the store, with the durability of the flooring solutions supporting the store’s overall functionality.

Performance and Durability

Both Hobnail and Diamond can withstand heavy foot traffic, hence why they were selected for the busy retail space. The impact noise reduction provided by the Hobnail carpet helps minimise noise in the store, while the Diamond mat prevents dirt and moisture from being tracked in.

The anti-ravel texture of Hobnail and the durable, non-fraying surface of the Diamond mat ensure that the flooring remains in top condition with minimal upkeep.

Outcome

The selection of Heckmondwike’s Hobnail carpet and Diamond entrance mat for the Dreams store in East Sheen successfully addressed the store’s design and performance requirements. The store benefits from an aesthetically pleasing, durable flooring solution that enhances the shopping experience for customers and supports the store’s branding.

For example, the new flooring has created a welcoming and comfortable environment, with the high-performance carpet contributing to a clean, noise-controlled atmosphere. Customers now enjoy a pleasant shopping experience with less distraction from noise and dirt.

Additionally, the flooring has proven to be a cost-effective solution, reducing maintenance costs and standing up to the wear and tear of daily use. As a result, the store has seen a noticeable improvement in the overall presentation and functionality of the retail space.