BLACK, Birmingham BLACK is without doubt the most significant new store launch in the UK recently. It is a renewed attempt to put Dixons Retail back at the heart of High Street, after it withdrew the Dixons brand back in 2006. Having stuck to its big box, grab and go roots in the face of the relentless onslaught of Apple's super elegant new retail model, BLACK is a reinvention of technology retail for the post Apple age. The first store, opened on Birmingham's pedestrianised High Street, is a sleek three floor, 15,000 sq ft showroom, whose design is influenced by the world of fashion and homewares. A stylish 'objects of desire' gallery in the foyer is dressed with a chandelier ceiling feature, there are mannequins on plinths wearing sexy new technology and themed window displays. On the first floor, the studio workshop features 'Know How' offering tutorials, demonstrations and advice on installation issues. The concept may borrow heavily from Apple's Genius Bar and Best Buy's Geek Squad, but there's plenty of comfortable seating in a stylish mix of colourful designer sofas, squidgy bean bags and strange shaped stools. It's all very design literate, but what's really important is that for the first time, Dixons make it looks like they really want you to come in, stay & play. This new positive attitude is reflected in everything from the tone of voice and merchandising to the attitude of the staff, who are all keen and enthusiastic. Gone are the surly spivs and ghastly queues at customer service. Finally it looks like Dixons has fallen back in love with its own products. The concept is a collaboration with Dixons inhouse design team, branded environment specialists Household, creative consultants Liberation, branding from Loewy and fitout from Ridge. There are already plans to roll out BLACK in London and other prime retail sites. Will it be enough to rescue Dixons? We really hope so. LOCATION: High Street, Birmingham, UK www.dsgiplc.com DESIGN CREDIT: Dixons inhouse Team, Household Design & Liberation Creative, London www.household-design.com www.liberation-design.com