Overview

In designing the physical experience of the brand, it was imperative to create a system that could be used not only in brand owned stores but also within the footprints of the brand’s retail partners, whilst ensuring a consistent consumer experience across all touch points. By first defining use cases, environmental conditions and key brand elements, we created a kit of parts that could function as brand platform regardless of any spacial or regulatory limitations. This suite of tools included a series of modular, shelf top fixtures and story telling elements, as well as scalable wall systems allowing us to implement and maintain a brand presence in even the most challenging of settings.

Early prototypes were tested and in market - informing future iterations and final materials, constructions methods, and detailing. The modular shop in shop program was deployed across 30+ locations in the US and Canada supported by a robust campaign across in-store graphics, and OOH assets (digital and print) aimed at educating consumers around the brand and product.