Tesco opened its second "MY" brand department store, designed by London-based SFD, in Prague's Narodni district in September 2009. The 150,000-sq.-ft., six-floor store varies greatly from the look of the brand's original February 2009 Liberec store to center on visual merchandising, proving that mannequins and displays don't always have to be bland and serious.

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Bespoke display accessories and plinths accentuate the high-end feel of the ground floor beauty hall.



















SFD created a unique removable wedge in the mannequin heads which can easily be re-colored seasonally. The concept, a world first, differentiates the MY brand while providing an additional element for visual display.
















Denim legs ensured the Denim bars were impactful and ensured the product was displayed to its maximum potential.















The suiting department received special attention with accent colors used to provide extra visual excitement.
















Display does not have to be serious – dogs were used in unusual ways, along with running mannequins in the Suit Department.

(Photos courtesy of SFD)