TOO Research Audit

RETAIL AUDIT

01 09.07.2013 1

04-17 18-21 22-27 28-33 34-39 2

Nike Town

Albam

Ben Sherman

Anthropology

Puma

CONTENTS

40-43 44-47 48-...

H+M

& other stories

What’s to come

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NIKE TOWN 4

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AN ARENA FOR SPORT IN LONDON With a strong digital presence, Nike are definitely at the forefront of innovative retail design.

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BOLD STATEMENTS

Interesting use of plastic bottles 9

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DIGITAL INTERACTION

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From customizing your own trainers, getting to grips with Nikes apps or watching brand videos. Nike have interactive touch points around the whole store, building a digitally enhanced brand experience.

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NIKE INSPIRATION 17

A MENS LITTLE BOUTIQUE Albam, a British fashion start-up, is keeping costs down without turning to factories in China for help. Founded by entrepreneurial fashion outsiders James Shaw and Alastair Rae, the duo’s first shop is a breezy, airy space that shows their collection of menswear and accessories.

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A BRAND COME BACK. THE STAGE IS SET Ben Sherman, one of Britain’s oldest menswear brands, has poached Burberry merchandising chief Adrian Ward-Rees as part of a makeover for the 48-year-old business.

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BRITISH INSPIRED Brinkworth took inspiration from the London Underground, Fish and Chips shops and Pie and Mash shops.

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A BREATH OF FRESH AIR Anthropology on Regents street.

The look of the store design created by its in-house team, headed by James Smith. An 18.5m2 ‘living wall’ containing 14 different plant types, sustained by rain water collected from the roof, stitches the threefloor shop together with a monumental staircase.

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IT SMELLS INCREDIBLE

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PUMA CARNABY STREET Re-designed Puma store back on London’s Carnaby street! After a complete makeover by Plajer & Franz Studio and under the direction of Ales Kernjak (head of global store concepts, Puma Retail ag) the Puma store on London’s Carnaby street re-opened on March 20th. In line with Puma’s 2.0 Retail Concept, the store design unifies joy, innovation, simplicity and a local relevance, while being constructed according to Puma’s sustainable guidelines.

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INTERACTIVE JOY PAD Boy did it bring us some joy!

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The white puma impressed us...

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H&M FLAGSHIP STORE H&M’s shiny new flagship occupies the former Dickins & Jones building on the increasingly glamorous Regent Street.

The classical architecture gave H&M the opportunity to bring a fresh new design format to the centre of London.

With curated box displays and large cut out text, H&M has a hands on personal vibe to the retail environment - and there is no issue locating the sales either.

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AND OTHER STORIES

BY H&M The store presents collections that are supposed to remind shoppers of four different cities: Stockholm, New York, Paris and Berlin with a different space given on each floor for each city. Overall, the whole shop is intended to remind shoppers of the backstage area at a fashion show just before it starts.

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WE LOVED THE POS DESIGN

The store interior features white painted metal, concrete and plain wood and cardboard as its major elements and has been designed in-house.

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