VMSD - September 2017 - 43

MAR C US PE EL , LO NDO N

is smaller every day, so as a consequence, we cannot
just look to the United States or Canada to discover
the best trends," says García. "The most important
thing is to find the real authenticity of brands. That's
the main challenge. The reason ... has to be genuine
and has to be transferred to the client in a sincere and
evocative way."
CLASSIC COBBLING
If you're searching for authenticity, look no further
than Joseph Cheaney's (Desborough, U.K.) location on
Henrietta Street in London's Covent Garden.
The store's 538-square-foot interior, designed by
Checkland Kindleysides (Leicester, U.K.), reflects the
heritage of shoemaking, while incorporating the surrounding area's laid-back atmosphere.
A polishing station in one of its tall, arched window
bays creates visual intrigue, and customers can opt
for a complimentary shoeshine, during which leather
footwear is "finger polished" to a mirror-like shine.
Large "drawing board" displays, cantilevered and
backlit, appear to float while showcasing product collections, as well as silhouetted forms of shoemaker's
tools that tell their brand story.
A prominent portrait of founder Joseph Cheaney,
paired with leather lampshades (steamed and shaped
at the company's factory, just like their ladies' and

men's footwear), emphasize the retailer's handmade
legacy, dating back to 1886.
"Just as the character of each neighborhood where
we have opened stores differs, so do our stores," says
William Church, joint managing director, Joseph Cheaney. "Each one has a distinct feel that reflects the
area and the profile of customers around it ... [Our
customers] are equally diverse, but they are unified in
their appreciation of the handcrafting and manufacturing skills that go into the making of our footwear,
and the store's design features numerous elements
which tell this story."
ALL TOGETHER NOW
As the global retail industry adapts to a customerdriven economy, stores will continue to respond in
kind with more concepts centering on experience,
convenience and engaging designs. The customers
of today aren't like the ones we knew even just a few
years ago - they demand to be entertained.
"Internationally, the lines have blurred between
the retail and leisure sectors," says Joe Evans, creative director, Checkland Kindleysides. "Retailing
has become about social entertainment - facilitating
education, inspiration and socialization. Now more
than ever, it's as much about selling the lifestyle of the
brand as it is about selling products." 

vmsd.com

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september 2017

43


http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - September 2017

VMSD - September 2017
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Design Detail
New Beginnings
Tearing Down Walls
Car Talk
Special Report: Retail Lighting Design
Showroom
Ad Index
Checking Out
VMSD - September 2017 - Intro
VMSD - September 2017 - VMSD - September 2017
VMSD - September 2017 - Cover2
VMSD - September 2017 - 1
VMSD - September 2017 - Contents
VMSD - September 2017 - 3
VMSD - September 2017 - From the Editor
VMSD - September 2017 - 5
VMSD - September 2017 - Vmsd Editorial Advisory Board
VMSD - September 2017 - 7
VMSD - September 2017 - The Goods
VMSD - September 2017 - BI1
VMSD - September 2017 - BI2
VMSD - September 2017 - T1
VMSD - September 2017 - T2
VMSD - September 2017 - T3
VMSD - September 2017 - T4
VMSD - September 2017 - T5
VMSD - September 2017 - T6
VMSD - September 2017 - T7
VMSD - September 2017 - T8
VMSD - September 2017 - T9
VMSD - September 2017 - T10
VMSD - September 2017 - T11
VMSD - September 2017 - T12
VMSD - September 2017 - T13
VMSD - September 2017 - T14
VMSD - September 2017 - T15
VMSD - September 2017 - T16
VMSD - September 2017 - 9
VMSD - September 2017 - 10
VMSD - September 2017 - 11
VMSD - September 2017 - 12
VMSD - September 2017 - 13
VMSD - September 2017 - Design Detail
VMSD - September 2017 - 15
VMSD - September 2017 - 16
VMSD - September 2017 - 17
VMSD - September 2017 - New Beginnings
VMSD - September 2017 - 19
VMSD - September 2017 - 20
VMSD - September 2017 - 21
VMSD - September 2017 - 22
VMSD - September 2017 - 23
VMSD - September 2017 - 24
VMSD - September 2017 - 25
VMSD - September 2017 - 26
VMSD - September 2017 - 27
VMSD - September 2017 - 28
VMSD - September 2017 - 29
VMSD - September 2017 - 30
VMSD - September 2017 - 31
VMSD - September 2017 - 32
VMSD - September 2017 - 33
VMSD - September 2017 - 34
VMSD - September 2017 - 35
VMSD - September 2017 - 36
VMSD - September 2017 - 37
VMSD - September 2017 - Tearing Down Walls
VMSD - September 2017 - 39
VMSD - September 2017 - 40
VMSD - September 2017 - 41
VMSD - September 2017 - 42
VMSD - September 2017 - 43
VMSD - September 2017 - Car Talk
VMSD - September 2017 - 45
VMSD - September 2017 - 46
VMSD - September 2017 - Special Report: Retail Lighting Design
VMSD - September 2017 - 48
VMSD - September 2017 - 49
VMSD - September 2017 - 50
VMSD - September 2017 - 51
VMSD - September 2017 - 52
VMSD - September 2017 - 53
VMSD - September 2017 - 54
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VMSD - September 2017 - 56
VMSD - September 2017 - 57
VMSD - September 2017 - 58
VMSD - September 2017 - 59
VMSD - September 2017 - 60
VMSD - September 2017 - Showroom
VMSD - September 2017 - 62
VMSD - September 2017 - 63
VMSD - September 2017 - 64
VMSD - September 2017 - 65
VMSD - September 2017 - 66
VMSD - September 2017 - Ad Index
VMSD - September 2017 - 68
VMSD - September 2017 - 69
VMSD - September 2017 - 70
VMSD - September 2017 - 71
VMSD - September 2017 - Checking Out
VMSD - September 2017 - Cover3
VMSD - September 2017 - Cover4
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