BusbyWebb was appointed to design a series of shop-in-shop retail concessions for an iconic British luggage brand undergoing a brand reinvigoration. These designs are being rolled out across department stores throughout the UK.
The new concessions represent the brand's first physical retail presence following its repositioning, so were key in establishing the right visual expression and tone. Each installation needed to communicate the new identity with clarity, and confidence, within the constraints of an existing department store environment and a footprint shared with other brands.
The creative direction is rooted in the brand's British heritage and its connection to the natural landscape which informs the materiality of wall bays and mid-floor units. Warm natural materials, and detailing, along with a restrained brand colour palette acts a clear backdrop allowing the new, colourful product ranges to shine.
Concessions present a specific retail design challenge – the need to assert a distinct brand world within a space where multiple brands are competing for attention. The new retail designs balance the brand heritage with its new contemporary branding. The solution creates a distinct and recognisable brand that can easily be spotted across a crowded department store.
