rpa:group was appointed to develop a new retail concept to be applied both to existing and new stores as well as concessions, shop-in-shops and exhibitions. The concept was to combine contemporary interiors with storytelling referring to over a hundred years of authentic heritage.
The concept design provided a thoroughly contemporary interior taking references from marine and countryside influences to create a soft natural rolling quality to the fixture design. Using tactile materials such as marine ply and rubber to create a unique physical experience that included a ‘rain-tube’ to live-test product in-store. Heritage was celebrated graphically around the longer dwell spaces of the fitting room areas with timelines and friezes punctuated with archive materials related to historic events.
The concept delivered an elegant experience that stimulated the senses and reflected the outdoor qualities of the brand. Re-establishing the impact of its identity and firmly re-asserting its heritage to the latest generation of customers.
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