new shop-in-shop redesign for leading German fashion brand BRAX

rpa:group has been appointed by German casual premium brand BRAX to redesign their Shop-In-Shop interior concept following a competitive European wide pitch. BRAX has over 125 years expertise in fashion business and with more than 4000 wholesale partners and 105 own stores worldwide, it is a household name throughout Germany. Best known best for it’s premium wear, quality and ‘reliability’. The brand was seeking evolution not revolution in the look of it’s new design concept. Although the retailer has a modern and progressive outlook it wanted to retain the core visual events of it’s current retail design whilst achieving a new flexibility.

James Breaks, head of rpa:group Design comments, “Overall, we based our design thinking around the concept of ‘confident aspiration’ an idea that allowed us to properly engage existing lifestyle themes into the interior design of the stores and shops. Our design thinking for BRAX builds on existing themes such as attention to detail, craftsmanship, trust and reliability. By adding a layered and transparent feel to physically lighten the look of the stores we have moved the overall interior landscape of the brand firmly into the 21st century. Using product stories to create focal points and retail theatre we have also been able to introduce a new order into the existing design layout. Our team has also incorporated existing lifestyle graphics and brand communication into a unified display language.

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