The online success of Vanity Fair Lingerie drove the expansion of their bricks and mortar store, with due consideration for their demographic. rpa:group were invited to develop some initial proposals for the transition to a physical retail space.
The nature of the product design and textiles demanded a canvas that allowed materials and detailing to be emphasized and required balance of density and display, that would enhance the premium nature of the brand and its exclusive product. Consideration also had to be given to flexible display solutions in order to incorporate seasonal changes.
The design proposals addressed an environment that could accurately manifest and reflect a strong, independent and feminine tone that was synonymous with the brand.
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