LONDON — Harvey Nichols will reveal the first phase of its three-year transformation program in the fall, with the launch of a “reimagined ground floor retail experience” at the Knightsbridge flagship.

In May, Harvey Nichols said it was embarking on the program, which is aimed at reestablishing the brand “as a British icon and flagship destination,” fueling growth and returning to profitability. 

Harvey Nichols said the new space marks a significant evolution for the brand, with “a bold direction” that blends fine and designer jewelry with a curated lifestyle offer.

The ground floor space has been designed to meet the “shifting expectations” of today’s shopper, and will bring together globally recognized designers, emerging talent and one-of-a-kind objects, “all within an environment that encourages creativity, individuality and discovery.”

The new space will be anchored by a jewelry edit that will span established houses and contemporary names. The floor will also introduce a selection of elevated homeware and gifting, ranging from lifestyle design and decor to artisan candles, sculptural vases, tabletop objects and books-as-art.

For years, Harvey Nichols’ ground floor has housed jewelry, beauty and accessories such as sunglasses and bags, but in a more traditional, open-plan department store format.  

The redesign will showcase lots of bold, primary color alongside adaptable, movable fixtures that will allow for evolving brand collaborations and “seasonal storytelling.” There will also be a new installation by the artist and designer Gary Card, whose immersive work reflects the store’s evolving creative vision, according to principals.

The ground floor windows will be enlarged, allowing for more natural light, while the prominent corner window at the junction of Knightsbridge and Sloane Street will become a “dynamic pop-up space” to spotlight exclusive brand moments and launches.

Julia Goddard, the store’s chief executive officer, said unveiling the first phase “marks an exciting chapter in the evolution of our brand.”

Goddard added that changes to the windows and the floor design will give the store a “dynamic platform for unexpected collaborations and unique brand moments.”

Kate Phelan, creative director, said the new ground floor “is about more than product — it’s a statement of intent. We’re creating an experience that feels relevant, exciting and, above all, individual. This is just the beginning of what’s to come.”

Harvey Nichols has been working with Sybarite on the design and architecture of the Knightsbridge store, with developments on all floors starting from August.

The London-based Sybarite specializes in luxury retail and is a longtime collaborator of SKP, China’s top-grossing luxury department store operator. Other projects include the interiors of Fenwick’s flagship in Newcastle, and Xydrobe, a company that creates immersive digital and physical experiences for luxury brands.

Harvey Nichols first revealed the store upgrade in May, alongside plans to reorganize the business and redirect spending as it gears for better times.

As reported, the company has also been sharpening its style and beauty segments, with 75 new fashion brands on board this year. The store is also upgrading its hospitality offer to “align with the luxury experience our customers expect.”

Goddard, who joined Harvey Nichols last year, has been working quickly to upgrade the look and feel of the store. Within months of her arrival she named Phelan, the British stylist and editor, to the new role of creative director.

A well-known industry figure who has worked for Topshop and British Vogue, Phelan tapped the illustrator Jacky Marshall, otherwise known as Jacky Blue, to line draw colorful fashion silhouettes, which appear as moving images in the windows of the Harvey Nichols stores.

The images have added a much-needed blast of color and dynamism to the stretch of Knightsbridge where Harvey Nichols is located, and are more similar to public art than window installations.

As part of its restructuring efforts, the company plans to terminate certain noncore business activities such as Harvey Nichols-branded food products, hampers and corporate sales. In May, the company also said that around 5 percent of the workforce, or about 70 roles, would be cut.