WEST
Last week we were asked to meet in London with Tutor Hem and Teresa. We were taken to various parts of the city to compare stores, interiors, consumers, how the store attracted their target audience, events, surroundings, Prices, floor plans, merchandising and so on..
First we went to Carnaby Street, and stopped outside Libertys. I can't remember what
was said, but I can remember we were advised to come back as Christmas time to look at the displays in the front window. We then headed to the Adidas, Puma, Gap and WeSC (We Are the Superlative Conspiracy) stores to get a feel for the West end of town.
Adidas - Just off of Carnaby Street (No. 6 on Newburgh Street), An Adidas store which has been open since July 2004 demonstrates the work of up and coming artists, photographers and designers. This allows them exposure to consumers who really appreciate the brands heritage, whilst at the same time, creativity is given back to popular culture. The store itself acts as an exhibition space selling vintage clothing and trainers samples from America and Japan. This allows your surroundings and shopping experience to differentiate everytime you visit.
The Puma store had a life size replica of Kimi Raikkonen's 200mph Formula One, which was most definatly the first thing you see when entering the store. Built by GBH,
Gap celebrated its 40th birthday by opening two concept pop up stores; one in London, the other in Paris. The London store was in Kingly court on Carnaby Street. The store opened on the 10th of September and closed on the 3rd of October, totaling to 19 days and 69 hours in which it was actually open. See what they done there!
The store successfully exhibited the brands heritage through the use of layout, props (including original vinyl packaging, choppers and choice of colouring) with in the store. Gap collaborated with artists, designers and musicians through out the opening of the celebration, which definatley attracted a wide range of customers. The likes of VV Brown and Taio Cruz played on the 10th and 11th of September along with other up and coming artists. Garance dore (Illustrator, photographer and blogger) exhibited a space on the bottom floor with herr ilustrations and photographs from her 'street photos' which she uses for her blogs. Garance also designed 3 limited edition t shirts for Gap.
Pharell Williams also collaborated with gap, producing the 'Bionic' collection. Skateboard P designed shirts, a pair of khakis, a duffel bag, a hoodie, and shoes were also included with in the collection. Also, they are all in washout white and made from recycled plastic bottles!
Other than all that, limited edition Gap and limited edition denim were sold in both mens and womens ranges. Basically the whole do was to remind customers of the brands athestics and original heritage; what it was loved for in the first place.
We Are the Superlative Conspiracy was my favorite shop of the west. Having never been in there before, I was very satisfied with the shopping experience I would have received if I were actually shopping. It was fresh, white and 'space like'. All clothes are either in accessible cages and the space was like an exhibition. At the back was the seating area for the changing rooms. Look at these amazing chairs. This 'Urban feel' is carried out throughout the store. On the back wall are the headphones which are displayed in a foam ficture, places on head shaped.
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