The anti-corporate momentum builds…
as recognised brands balance the safety of recognition and loyalty with the excitement of individual assortments, personal enhancements and store environments that look like they come off the back of a lorry rather than the end of the corporate conveyer belt.
Pull & Bear, from the biggest brand house about, have a new store, urban and improvised, re-stressed and distressed. The logo is viewed through the glass blocked windows of the municipal shelter, whilst tiles and timbers, the remnants of a ruined landscape, are used to create the tables, fixtures and focal points.
The assortment is mixed with originality, imagination and unusual juxtapositions away from historical categories, whilst unit depth, table piles and the order of colour and fashion position are all for experimentation for the pleasure of the modern customers delectation. The abandoned Beetle drives a solitary path through brand convention as this innovative emporium tests the limits of brand conformity, and the battle for loyalty enters an ever more familiar territory.
…is your brand stuck in your corporate past, or responding to customer trends and forcing the market with innovative store environments and creative customer engagement?