A core pillar within the men’s brand strategy was to create experiences designed specifically for him. After launching digital experiences, the men’s standalone store in Soho, NY would be the first physical experience catering specifically to the male guest.
Our challenge was to create the brand experience within the store and establishing a communications plan around the opening.
BRAND EXPERIENCE
We started by creating a design guide for our internal retail and creative teams, detailing the brand experience we wanted to create within the store.
DESIGN
The interior of the store blends a Pacific Northwest design ethos, combined with industrial fixturing that feels at home in New York.
CONNECTION AND CONVERSATION
Ambassador posters were replaced with framed photos and athletic artifacts to create a warm, personal experience that invited conversation.
FLEX SPACE FOR WORK OR PLAY
The Soho store featured a lounge where guests could relax, enjoy a drink, catch up on e-mail or watch as an in-house craftsman built custom shorts at The Joinery.
LAUNCH CAMPAIGN
We supported the store opening with a targeted digital campaign that poked a little fun at ourselves.
