Cheltenham-based clothing brand Weird Fish has launched its first store with a new concept design and format.

Artist Julia Gash joined Weird Fish for the grand opening last week at the new store in Scarborough and created a large canvas of the town live in store.

Julia asked shoppers what their favourite thing about the town is, and used their answers as inspiration for the canvas.

A station was set up for children to enjoy drawing their own Scarborough designs to show to Julia for further inspiration.

Weird Fish handed out free tote bags and 'I love Scarborough' badges, as designed by Julia, with every purchase in store.

The new store format, the first of its kind for Weird Fish, aims to bring its physical presence up to the same level as it successful online operation.

Design group Whiteroom was appointed to deliver the concept. The group used data from online buying behaviour, positioning 'buy the look' displays in store, which use the current top-rated items from the online store. These will be updated on a monthly rolling basis.

The new design is bright and contemporary, attempting to bring the outdoors indoors, with elements of greenery splashed throughout.

John Stockton, managing director at Weird Fish, which is based at Swindon Village, said: "We worked hard to bring our new store vision to life. It is a real move on for us and we are delighted to have opened it in the fantastic seaside town of Scarborough.

"We received great feedback on the new, fresh store design. Lots of customers commented how light and bright the new design is. They loved the finishing touches with the plants, moss and seagull ceiling."

Jackie Debenham, store manager at the Weird Fish Scarborough store, said: "The launch party was a huge success. We received fantastic feedback from local residents, lots of people commented that this new store is exactly what the town needs to help bring it to life and give visitors another reason to visit the town."

Weird Fish employs around 100 people, including 45 in Gloucestershire. It boasts 14 branded stores and stockists include Debenhams, Cotswold Outdoor and Blacks Leisure.