Elevating British style culture at Warehouse's concept store
Getting a fashion brand back in Vogue
Warehouse has been a staple of the British high-street for over 40 years. In that time London’s retail design landscape and customer shopping habits have changed dramatically. Embarking on a full-scale brand transformation, the UK fashion retailer onboarded creative consultant Alasdhair Willis to a develop a new strategic brand direction, alongside Emma Cook, a critically acclaimed British LFW designer to revitalise their fashion proposition. The idea was not to alienate Warehouse’s existing customer with a complete reinvention – but to reimagine their house design codes, brand positioning and marketing image to broaden their appeal and relevance.
As part of this exciting brand transformation, we were brought in to bring the new Warehouse brand vision to life with a one-off, brand-building concept store to relaunch them to the fashion world. Inspired by their new brand positioning - ‘curate the city’ - we designed a dynamic retail identity that reflects British fashion culture and the creative energy of London’s most stylish neighbourhoods – Carnaby Street, Covent Garden and Shoreditch.
A high-street style destination
Sophisticated, yet slightly eccentric. Gritty yet fashion-forward, our concept store design featured a fashion retail experience rich with collisions of clashing prints, urban materials and contrasting textures. A unique space to unveil the brand’s new identity, experience the brand’s new vibe and shop their new collection of wardrobe staples that can be mixed and matched to suit your individual style. A place where fashion editors, style mavericks and influencers go to create their next fashion moment.
Talk to us about concept stores and retail design
If you are looking for an global retail design and interiors agency in London to lead your brand experience project, let’s talk. You can also check out some of our award winning retail store concepts on our work page, or take a look at our Wonder blog for all the latest design insights and creative inspiration. Don’t forget to connect with us on LinkedIn today.
