Home

Crafting Joseph Cheaney’s new fashion-forward brand image

Joseph Cheaney
Joseph CheaneyBrand ExperiencesFootwearUKLondon

Objective: Create a contemporary retail concept celebrating luxury shoemaking heritage, while enhancing brand relevance.

Quintessential British shoemaker Joseph Cheaney has been making unique fine footwear for five generations. We designed their award-winning retail identity, showcased in the three very distinct London neighbourhoods in Jermyn Street, Covent Garden and Coal Drops Yard.

Each brand space shines a light on the art and craft that goes into luxury shoemaking, whilst integrating with its local setting and moving away from the muddy mahogany of traditional craft shops and shoe retail interior design. Creating a contemporary, fashion-forward brand experience design with a creative abstraction of craftsmanship. The result? A fresh take on traditional retail design, one which puts their brand positioning centre-stage and re-invigorates desire amongst modern shoppers, from both the UK and across the world.

Award winning retail interior design: shoe collections are showcased within a structure inspired by a Pullman carriage and the distinct architecture of Coal Drops Yard.
Artful brand storytelling: the concept store design at Coal Drops Yard elevates their craft with a central cutting table featuring cut-out silhouettes of the makers tools.
Everyone on board: our customer experience design concept utilises a space within a space, making you feel like you’re standing inside a train carriage.

GQ Magazine

A service-led, retail design concept: the luxury boutique we designed amongst the tailors of Jermyn Street, was the first brand space to offer consumers a finger polishing service.

“Working with Checkland Kindleysides we have achieved a statement making concept that redefines the image of our brand.”

William Church, MD of Joseph Cheaney.

Authentic brand communications design: we photographed the original oil portraits of Joseph Cheaney and his son, and created an exploded shoe display to use as artworks in-store.

Equally British, equally now: taking their global store concept to Covent Garden, we designed a localised retail identity to target a younger, fashion-forward consumer.

Slow fashion retail concept: Joseph Cheaney always produce consciously by purveying slow-fashion proposition that offers quality, longevity and sustainable sourcing.

Talk to us about re-imagining your retail interior design

If you are looking for a global retail interior and brand design 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 the latest creative inspiration and retail design trends.

Don’t forget you can also connect with us on LinkedIn to stay up to date.

Related content