In one of the biggest transformations the store has seen in its 185-year history, a Gensler-designed, HARRODS London has unveiled a state-of-the-art technology department complete with areas for experiential masterclasses. The 11-room, 30,000 sq-ft (2,787-sq-m) space now entitles Harrods to the distinction of having one of the largest electronics departments in the UK.
Head of technology Stewart Mancey explains that the expansion is a bid to attract today’s prosumers, a term coined in 1980 by futurist Alvin Toffler. ‘Technology products were once deemed niche, but the category has become increasingly diversified and now has broad appeal,’ Mancey says. ‘As a result, our new customer is the “prosumer” – someone with the desire for professional equipment despite being a hobbyist or amateur. From taking family photos on the best cameras to hearing records through the world’s best speakers to watching movies on the best displays, customers have become more engaged in how the latest technology can add value to their lives.’
‘Our vision was to create a world-class destination for some of the biggest technology brands in the world,’ continues Mancey. ‘Harrods now has a product offer to rival not only our direct competitors, but also niche specialist technology retailers.’
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