Unveiling a new Hogan to the world during Milan Design Week
Objective: Design a distinctive retail identity to elevate Hogan’s brand positioning and accelerate global expansion.
Founded in Italy in 1986, Hogan was the first retail brand to capture informal elegance in the form of luxury sneakers. A leader in luxury design and product excellence, this much-loved brand amongst Italian consumers wanted to grow its brand awareness globally. To support Hogan’s expansion into new retail territories, we created a new global store concept to help drive international growth.
Celebrating a new brand direction and positioning, targeting fashionable urban socialites, we blended classical Italian interior design cues with cosmopolitan lifestyle experiences, to create a global store concept that exemplifies “new luxury”. Central to the new retail interior design are sculptural interpretations of movement; drawing inspiration from one of the principle figures of the Italian Futurist movement, Umberto Boccioni. These bold ‘Gallery Plinths’ punctuate the luxury retail interior design, presenting product in a minimal yet artistic fashion.
Throughout Hogan's Milan Flagship, a series of elevated brand experiences are designed to service and indulge their luxury clientele. This includes a cantilevered marble counter which conceals their couture design service, where consumers can commission bespoke, made-to-order sneakers for the first time. At the periphery of their luxury retail interior, experiential ‘Movement Walls’ create an enlivened ambiance with animated light patterns on digital LED mesh curtains, graphically expressing the dynamism of metropolitan life.
Re-launching Hogan's brand experience in style
Launched during Milan Design Week, Hogan’s new retail interior design also marked the brand’s first foray into augmented reality experiences. Mimicking the journey of a photographer seeking inspiration around Milan’s design hot spots, these digital brand experiences drove awareness and traffic to their new store. Since launching in Milan’s famous luxury shopping destination, Via Montenapoleone, our global store concept has since been rolled out to a number of luxury retail destinations in Rome, Shanghai and Beijing. Taking their brand experience beyond the world's design stage, to the fashion capitals of the world.
Talk to us about luxury retail interior design
If you are looking for a global retail design agency in London to lead your brand experience project, let’s talk. You can also check out some of our other global store concepts on our work page, or take a look at our Wonder blog for all creative inspiration and insightful perspectives. Don’t forget you can also connect with us on LinkedIn to stay up to date.
