DDi - July 2013 - (Page 40)
40 |
Above: The footwear
and bag areas feature
gym-style lockers rather
than shelving, for a
masculine touch.
Right: Different colored
subway tiles on the walls
show the various “departments,” where product is
displayed sparingly.
Westfield Stratford City and Cardiff, then the
Munich outlet came up. It meant fresh challenges,
not just because we were taking the brand outside
of the U.K., but also because the retail space was
potentially tricky and the area is not a traditional
retail zone, but more of a trendy, bohemian section of the city.”
Consequently, the Munich store has been designed to bring the brand’s Britishness to the
forefront—hence the subtle references to Fred
Perry’s roots. The store incorporates the same
tiles as those used on the London Underground,
which take their inspiration from Covent Garden
Station—the closest stop to the brand’s flagship
London store and headquarters. Other details include a series of wall-mounted wooden tea trays
displaying the brand’s famous Fred Perry shirts,
as well as a tiled counter—which doubles as the
|
July 2013
cashwrap—lined with tea caddies where customers can enjoy the traditional beverage. Throughout
the retail space, reclaimed lighting and furniture
from London’s East End also add a British flair.
The 2,800-sq.-ft. store gradually ascends
over three staggered levels, taking visitors from
the open-plan entrance space toward two rear
“rooms” reserved for bags and footwear, tiled in
gold and blue, respectively. These sections have
replaced conventional shelving with bright, gymstyle lockers.
Atypically perhaps, Fred Perry is known by its
customers through different generational references. Perry was a famous English tennis player,
whose sporting legacy has been kept alive by
the lack of British tennis success since his reign
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Table of Contents for the Digital Edition of DDi - July 2013
DDi - July 2013
Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Editor’s Choice
Visual Perspectives
Design Snapshot
Karl Lagerfeld
Walgreens
Fred Perry
World Department Store Forum
Fixture Leaders Listing
Company Index
Right Light
In-Store Technology
Product Spotlight
Calendar
Advertisers
Classifieds
Shopping with Paco
DDi - July 2013
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