Grenson Flagship Store
This brief explored experiential brand activation — the growing counter-movement to digital overload, where physical, human-centred spaces create emotional connections between people and brands that cannot be replicated online. Set within the former Rox store on the corner of Northumberland Street and Blackett Street, Newcastle, the project required the design of a dual-purpose branded environment combining a retail experience with a chosen offer.
This retail space was designed for the brand Grenson. Which is known for its hand-crafted shoes. As part of the project it was requested that a cafe be incorporated into the space to encourage the dual purpose branded environment. This was a great opportunity to really research into what brand identity is and how can you combine that into a retail space.
This is one of my favourite projects and it gave me the opportunity to combine a roastery which shows you the complete coffee making process from start to end with a cobblers which shows you the shoe making process from start to end. Having a concept like Hand-crafted Heritage worked really well for the final outcome.
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