Evolving Hunter from British brand to global fashion icon
From festival favourite to major fashion player
For this iconic British outdoors brand, we gave the humble wellington boot its big fashion moment - taking it from the countryside to the catwalk and the Pinterest boards of fashion-savvy millennials. As part of a significant brand transformation led by global brand consultant Alasdhair Willis, we designed the brand’s first ever standalone brand experiences.
Amplifying familiar aspects of the British countryside and combining them with the latest immersive retail technologies, we created a Flagship fashion destination for Hunter’s new brand experience, right in the heart of London. Our retail interior design was so commercially and creatively successful, it became the blueprint for Hunter’s brand experiences globally – from their showrooms to experiential marketing pop-ups.
“Hunter has fashionably crossed over to the urban side”
Global brand experience, localised interior design
Continuing the momentum of the Regent Street brand re-launch, Hunter expanded into other major global retail capitals. For their first store in Asia, we re-imagined their new retail identity to appeal to the Tokyo’s consumer, bringing the best of the Hunter’s brand experience with a Japanese twist. Notoriously Tokyoites don’t leave the city, so our concept was inspired by an imaginary expedition into nature - colliding elements from rare native species with Tokyo’s digital urban design. A forest like shelter and silver birch tree-displays were individually hand crafted to get around the stringent fire codes in Tokyo. The result – a localised customer experience designed with the distinctive retail identity of the award winning London Flagship store, channelling the unique energy of Tokyo.
Talk to us about global retail design
Want to know more about our award winning retail design studio and what we can do for your brand, let's talk. You can also head over to our work page to check out other brand experience case studies in other major fashion brands. And, don't forget to take a look at our Wonder blog for strategic design insights and the latest creative inspiration.
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