Philips, one of the world's largest electronics companies, has opened its first European "Downtown Showrooms" store in the refurbished Burton building at the junction of Dame Street and South Great George's Street in Dublin. It will not be cutting prices to gain a competitive edge over other retailers stocking the brand.
Floor-to-ceiling walls of television screens sit alongside the latest audio equipment and domestic gadgets in an ultramodern shop. The new luxury goods store is a joint venture between the electronics giant and John McDonald, whose Richer Sounds store occupied the outlet until recently.
Designed by Cahill-O'Brien Associates, the sleek curved glass facade makes this an eye-catching building in a prime spot. Housed in the old Burton Building, which dates from the 1930s, there is 1,800 sq ft of retail space at street level with an additional 2,200 sq ft of support space.
These showrooms are a new concept for Philips, according to Albert Brooks, general manager of consumer electronics at Philips Ireland. "While the new store will be a sales showroom, selling products is not the main reason we are here. Richer Sounds approached Philips with the concept and we grabbed the opportunity. This will allow us to display the full and broad range of our products to consumers, who may then choose to go and buy them elsewhere," he said. According to Brooks, Philips will continue to view the well-established network of dealers and retailers, such as Power City, Dixons and so on as the main sales outlets with the new showrooms providing an added service. However, Brooks added that while they expect to benefit mostly from the spin-off effect, the store is expected to earn sufficient turnover to make it commercially viable.
Despite the downturn in the global economy, demand for luxury goods such as wide-screen televisions is growing. According to Brooks, general like-for-like-sales of wide-screens were up 40 per cent in the first six months of the year. Philips sales would benchmark around that figure too.
"All indications are that in spite of the slowdown the public are buying more of these goods. Today young couples setting up a house want wide screen and home cinema products - 20 years ago the requirements were more basic. This is the market maturing," Brooks said. Philips invested approximately £500,000 (€635,000) in the new showrooms. A striking glass shop front gives a hi-tech image while allowing passers-by to view the products on display inside the store.
Spanning 14 ft, the glass curves in and out of the old cast iron columns of the landmark building. The internal dimensions of the premises suit the showroom function. The original 16ft-high ceiling remains, allowing for maximum wall display area. There are two walls of television displays, along with the latest in audiovisual technology. The Philips DVDR1000 - the first commercially available DVD recorder in Opere - is on display.
The store fit-out is in the style of an old Georgian house with tall wall panelling, an open fireplace and a herringbone oak floor. A particularly interesting feature of the original Burton Building - the Burton Mosaic, which dates from 1929 - has been retained and incorporated into the floor.
