Integrated cooking has always been one of the hardest categories to present in‑store. Displays were traditionally organised by price rather than brand, updated by store colleagues rather than trained installers, and unable to safely demonstrate live appliances.
Product ranges evolved faster than fixtures could keep up, leaving customers with a fragmented experience and little sense of how a full kitchen suite might look or work together.
For a category where shoppers are highly brand‑loyal. This made comparison difficult and decision‑making slow. Currys needed a clearer, more premium way to showcase built‑in appliances and support customers through what is often a complex, high‑stakes purchase.
Currys’ in‑house design team created the initial vision for a new “Integrated World” – a destination space that would become the UK’s best‑in‑class environment for integrated cooking. SJH partnered as technical specialists to turn that concept into a robust, manufacturable and maintainable retail solution.
Our role was to bring clarity, engineering rigour and long‑term thinking to a category that had historically been difficult to keep current. We worked closely with appliance brands, Currys’ design team and store operations to ensure the final environment was safe, interactive and built to evolve with future product cycles.
The space was reorganised around dedicated brand environments – NEFF, Bosch, AEG, Hotpoint, Beko and Hisense, allowing customers to explore full ranges in one place. This aligned with real customer behaviour: choose a brand first, then build a suite.
Working with manufacturers, SJH installed decommissioned live stock, allowing customers to open doors, test controls, explore capacity and experience lighting and interfaces – all without the risks of fully powered appliances. This transformed static displays into safe, interactive experiences.
Displays were designed to support the sale of complete kitchen solutions rather than single products. This helped customers visualise their future kitchen and gave colleagues a clear, structured narrative for guided selling. Early indicators suggest the concept is increasing average transaction value.
Interactive content allowed customers to explore extended ranges, advanced technologies and feature comparisons — bridging the gap between physical limitations and modern appliance portfolios.
A key requirement was maintainability. SJH engineered the system to support product swaps, marketing updates and future product launches.This ensures the environment remains “best in class” long after installation.
