From retail expansion to retail experience
Case Study
Dawkes Music
From retail expansion to retail experience
Dawkes Music is a family-run brass and woodwind specialist with over 60 years of history. What began as a small repair business in the owner’s grandfather’s shed has grown into one of the most respected names in UK music retail.
This project marked their biggest investment to date. The ambition was not just to grow, but to grow without losing the magic of Dawkes.
The brief
Dawkes were joining two units to almost triple the size of their store. With that came opportunity and risk.
They wanted to:
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- Become the number one destination for brass and woodwind in the UK
- Attract higher-end buyers and encourage customers to travel from London and beyond
- Expand their events programme with a permanent stage
- Keep on-site repairs and specialist support at the heart of the business
- Protect the legacy, warmth and trust they had built over decades
Most importantly, they didn’t want the expansion to dilute who they were.
The idea
This wasn’t about more retail.
It was about more experience.
We reframed the project from a shop extension into a place where musicians could spend a whole day.
A place where you could:
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- Drop off your instrument for repair
- Try something new, without pressure
- Attend a masterclass
- Stay for a live performance in the evening
- Sit, think, listen, and feel supported
Retail became secondary to connection.
Designing for musicians
Musicians don’t just buy instruments. They commit to them for life.
The design focused on the feelings that matter most in that moment.
The space looks after the instruments, but it also looks after the people playing them.
Subdued lighting, dark backdrops and curved forms allow the brass and silver instruments to shine. Displays are carefully lit and gently broken up so nothing feels overwhelming.
There are places to dwell:
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- A central seating area under circular timber fins
- A fish tank to pause and think
- Relaxed seating with jazz, low light and a bar
This is a place to slow down. To be.
Sound, atmosphere and flexibility
Acoustics were a challenge in such an open space and the budget didn’t allow for full soundproofing.
We used:
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- Planting and acoustic foam
- Carpet and timber ceilings to break up sound waves
- Sealed ceilings in testing and masterclass rooms
The stage was the biggest risk but the biggest reward.
The lighting allows the space to shift easily from day mode to event mode, without disrupting the daily running of the store.
Dawkes can now host more events, generate additional revenue, and invite customers in after hours for an experience that feels intimate and special.
Navigation without signage
With such a large footprint, it was essential that people always knew where they were.
Rather than relying on signs, we used visual cues:
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- Curved carpet lines to guide movement
- Overhead timber fins acting as soft arrows
- Two clear landmarks: central seating in the new space and the fish tank in the original shop
These elements quietly connect the old and the new, helping visitors feel comfortable, especially when making big purchasing decisions.
Legacy made visible
Honouring the past was just as important as building the future.
We created:
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- A new history wall to include the expansion
- An expanded workshop designed to echo the grandfather’s original shed
- An exhibition of instruments “growing” from planters on the stage — including the grandfather’s saxophone
The idea of growing reflects Dawkes’ role in nurturing musicians at every stage of their journey.
Staff at the heart
Change is hardest on the people who live with it every day.
Staff were heavily involved in the process:
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- Desk layouts were designed through consultation
- Ergonomics and workflows were prioritised
- Adjustments were made even months after opening as the team grew
During construction, the breakthrough between the two units was challenging while the shop remained open. When the wall finally came down and the full space was revealed, the reaction from staff was pure awe. One of the most rewarding moments of the project.
The result
Customers now spend significantly longer in the store.
Events run alongside daily trade without disruption.
Dawkes has strengthened its position as a leader in its field.
In 2025, Dawkes won the Retail Experience Award at the Creative Retail Awards, competing against major brands. A huge achievement for an independent business.
But more than awards, the space has become what Dawkes always stood for
A place of trust, expertise and community.
As one customer described it:
“A spa crossed with a jazz club.”
Exactly the feeling we wanted.
Reflection
This project reinforced a core belief at Studio Flux:
design is used to show how passion can be physically felt.
In a world obsessed with speed and convenience, what people are really craving is connection and places that allow it to happen.
Seeing the space full at the launch, alive with music and people, was one of the most emotional moments of my career.
Who this project is for
This work speaks to:
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- Independent retailers
- Founder-led and family businesses
- Brands who care deeply about their customers
- Businesses ready to turn ambition into experience
If you believe your space should do more than sell, if it should connect, support and inspire, then this is the kind of work we love to do.