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In 2009 La Senza undertook a strategic review of its business upon the arrival of the new CEO and immediately recognised the need for a new store concept to exploit the potential for range diversification. 

To make a suitably high profile statement of its intentions, the retailer selected London's Westfield shopping centre in Shepherd's Bush to debut the new flagship, designed by JHP.

The challenge was to create a glamorous yet accessible environment that resonated with women of all ages. 
The interior represents synergy between ‘girly’ and ‘glamour’ with colour-tinted mirrors, gloss blacks, glitter floors, chrome mannequins, and pink as the accent colour.
The project also included JHP reworking the La Senza logo and brand communication including in store graphics, customer dialogue and way-finding.