VMSD - May 2015 - 46
Above Customers are
encouraged to listen to curated
soundtracks in key areas, like
inside the "barn," meant to
evoke emotions or experiences
associated with the displayed
product. The barn's red doors
form the backdrop to the Regent
Street windows and symbolically
connect the exterior and interior.
Light filters through the rafters
of the barn, meant to emulate
sunlight after a downpour.
RIGHT Minimalistic fixtures
and lighting techniques, like
the backlit faux gabion wall,
produce defined silhouettes for a
spectrum of Wellies.
opposITe pAGe Fabric
lightboxes mimic neatly
trimmed shrubbery, defining
the ground- and first-floor
layouts. Children's Wellies
are merchandised on a
brick-patterned wall fixture,
accented by miniature,
decorative trees, in the store's
basement.
46
MAY 2015
|
vMsd.coM
Today, Hunter is transforming its identity through
the vision of its creative director, Alasdhair Willis
(aka Mr. Stella McCartney). During London Fashion
Week last November, his innovative autumn/winter
2014 outerwear, bags and accessory collections made
a splash at the company's inaugural catwalk show -
perfectly orchestrated to coincide with the opening of
the Regent Street flagship.
The sensorial immersion designed by Checkland
Kindleysides for Hunter's debut store reflects the
brand's stylish new direction while celebrating its
legacy. With the cheerful vibe of a sunny countryside,
the interiors interpret the brief from Hunter to bring
the rural environment into the city. "Our challenge
was to carefully distill Hunter's heritage, ethos and
utilitarian roots and reimagine these in a fresh, contemporary way," explains Joe Evans, creative director
of Checkland Kindleysides.
Minimalistic fixtures and lighting techniques produce defined product silhouettes, while visual and
audio techniques create a harmonious bridge between
the three levels, including an AstroTurf-lined elevator
that plays sounds from nature, and a tall, backlit faux
gabion wall located adjacent to an industrial stairway
with a 16-foot digital screen that broadcasts dynamic
curated content.
"I'm really proud of the entire store experience,"
Willis says, "and particularly how sounds of the countryside and birdsong in the changing rooms transport
customers from the hectic bustle of Regent Street to
the calmer surrounds of the great British outdoors."
Focal points in the shop's three stories create
distinct pastoral worlds that encourage exploration
by Hunter's diverse global fan base. Puddle-shaped
product displays; a red "barn" with headphones to
enjoy music while trying on shoes; boot rooms clad
http://www.vMsd.coM
VMSD - May 2015
Table of Contents for the Digital Edition of VMSD - May 2015
VMSD - May 2015
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Next Store
Through the Woods
State of the Industry Report
2015 Retail Design Firm Resource Guide
Where the Rubber Hits the Catwalk
Reservations at Ralph’s
Showroom
Showroom
Ad Index
Checking Out
VMSD - May 2015 - Intro
VMSD - May 2015 - VMSD - May 2015
VMSD - May 2015 - Cover2
VMSD - May 2015 - 1
VMSD - May 2015 - Contents
VMSD - May 2015 - 3
VMSD - May 2015 - From the Editor
VMSD - May 2015 - 5
VMSD - May 2015 - VMSD Editorial Advisory Board
VMSD - May 2015 - 7
VMSD - May 2015 - The Goods
VMSD - May 2015 - 9
VMSD - May 2015 - 10
VMSD - May 2015 - 11
VMSD - May 2015 - 12
VMSD - May 2015 - 13
VMSD - May 2015 - 14
VMSD - May 2015 - 15
VMSD - May 2015 - 16
VMSD - May 2015 - 17
VMSD - May 2015 - Next Store
VMSD - May 2015 - 19
VMSD - May 2015 - 20
VMSD - May 2015 - 21
VMSD - May 2015 - Through the Woods
VMSD - May 2015 - 23
VMSD - May 2015 - 24
VMSD - May 2015 - 25
VMSD - May 2015 - State of the Industry Report
VMSD - May 2015 - 27
VMSD - May 2015 - 28
VMSD - May 2015 - 29
VMSD - May 2015 - 2015 Retail Design Firm Resource Guide
VMSD - May 2015 - 31
VMSD - May 2015 - 32
VMSD - May 2015 - 33
VMSD - May 2015 - 34
VMSD - May 2015 - 35
VMSD - May 2015 - 36
VMSD - May 2015 - 37
VMSD - May 2015 - 38
VMSD - May 2015 - 39
VMSD - May 2015 - 40
VMSD - May 2015 - 41
VMSD - May 2015 - Where the Rubber Hits the Catwalk
VMSD - May 2015 - 43
VMSD - May 2015 - 44
VMSD - May 2015 - 45
VMSD - May 2015 - 46
VMSD - May 2015 - 47
VMSD - May 2015 - 48
VMSD - May 2015 - 49
VMSD - May 2015 - Reservations at Ralph’s
VMSD - May 2015 - 51
VMSD - May 2015 - 52
VMSD - May 2015 - 53
VMSD - May 2015 - 54
VMSD - May 2015 - 55
VMSD - May 2015 - Showroom
VMSD - May 2015 - 57
VMSD - May 2015 - 58
VMSD - May 2015 - 59
VMSD - May 2015 - 60
VMSD - May 2015 - 61
VMSD - May 2015 - Showroom
VMSD - May 2015 - 63
VMSD - May 2015 - 64
VMSD - May 2015 - 65
VMSD - May 2015 - 66
VMSD - May 2015 - 67
VMSD - May 2015 - 68
VMSD - May 2015 - 69
VMSD - May 2015 - Ad Index
VMSD - May 2015 - 71
VMSD - May 2015 - Checking Out
VMSD - May 2015 - Cover3
VMSD - May 2015 - Cover4
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