HMV will turn up the volume on its music credentials as it “comes home” to its retail birthplace at 363 Oxford Street.

The entertainment retailer will reopen in its original location after a 13-year absence as new owner Hilco bids to revive the brand by returning to its roots.

The 12,000 sq ft shop, originally opened by composer Sir Edward Elgar in 1921, includes elements drawing on its heritage that are likely to reinforce in consumers’ minds its place at the heart of entertainment.

The shop’s fascia, for instance, recreates the original ‘His Master’s Voice’ signage in pink neon, alongside HMV dog Nipper.

Inside, lightboxes display iconic images of the store in its heyday, such as the Queen’s coronation carriage passing in 1953, and TV screens show footage from famous in-store appearances by artists including Madonna and Kate Bush.

HMV chairman and Hilco chief executive Paul McGowan told Retail Week: “The store at number 363 was a London landmark and a British institution for nearly 80 years and earned its place in music history through its role in landing The Beatles a recording contract. It’s hugely significant that HMV’s coming home to do what it does best with renewed confidence and authority.”

HMV collapsed into administration in January after succumbing to ferocious competition from the supermarkets and etailers, and Hilco acquired it for about £50m in April. McGowan wants to restore HMV’s appeal as the only specialist entertainment chain and a destination for back-catalogue products. Shops will also host more in-store gigs.

He said: “We feel the most important thing we can achieve is to bring HMV back to the heart of the entertainment industry across music, movies and games. We will be working hard to have the industry engage directly with consumers through the HMV brand and the first parts of this project will be kicking off during October.”

The shop - which replaces a larger store at 150 Oxford Street - will officially open next month with a big-name gig.

The store opening is a key step in Hilco’s reinvigoration plans, which include adding more vinyl LPs and paring back the technology offer.

A digital offer will launch next month under new HMV Digital managing director James Coughlan.

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