sidestep – a step forward

Following a successful credentials pitch, rpa:group was selected to develop the retail vision for Sidestep, a leading German sport-style brand, whose aim is to serve a more sophisticated millennial audience and curate collections for a maturing Generation Z shopper tribe, and achieved through seamlessly bridging the pure sports product offer, with a more fashion-inspired sports-style.

With over 80 stores in three countries already in existence, Sidestep needed to prepare for a wider European audience and the growing competition within its segment of the market.

The brief centered on the implementation of a flexible platform to curate its collections. Storytelling had to be clear and concise, with the ability to be instantly updateable and reflecting the willingness to experiment and change. Uniquely, the concept was first to be trialled in a number of pop-up locations. The concept therefore had to be created in a way in which the temporary pop-up treatment could also be translated into a permanent solution in future, whilst maintaining a consistent brand architecture and values.

Anticipating varying site footprints, the perimeter wall of the pop-up is universally furnished with an integral display puck system, and unified with a pure white finish that creates a seamless canvas. The flexible and transitory nature of the display space is served by elegant trestle tables, cable-reel inspired tables and traditional stacked display blocks.

Graphic branding is applied directly to structural surfaces and a neutral palette is used to “punctuate” the furniture, with grass greens and olive browns. These are enlivened by mirrored tops with linear graphics to highlight product, while the use of raw timber and bronze add warmth. Concentric circles at the base of the product displays suggest rippled motion and large-scale mirrors create reflection and further movement within the space.

For more information about our work on Sidestep please click here.

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