The Brief
BusbyWebb was commissioned by men's performance clothing brand Seven Layer to design their flagship store in Alderley Edge, Cheshire. The brand gets its name from the US Military's seven-layer clothing system which also formed the inspiration for the store.
Design Approach
The concept is grounded in 'social retail': a model in which the store functions as a genuine gathering place, not simply a point of sale. For Seven Layer, this was not just a marketing position but a core value and aspiration. Military clips and elements create visual merchandising that subtly communicates the brand's origin, whilst a central table dominates the floor plan, providing a dedicated surface for workshops, brand events and community gatherings. Ex-military guides use the store as a base for organising hikes and social walks, meaning the space serves an active, outdoor community as well as those looking to shop. Building the interior design around communal activities produces environments that not only generate footfall but also brand loyalty.
Wellness and a connection to the natural world are central to the Seven Layer brand, and these were embedded both into the brand narrative and material language of the store. A living tree is set within the central wooden table contrasting with the refined and structural material palette around it, creating a space that customers can enjoy spending time in.
The Outcome
The Seven Layer store demonstrates how a space can embody the brand's story, support its community, and give customers a reason to return beyond just purchasing product.
