Retail design strategy, Barcelona Flagship, Barcelona Flagship, Pitty Bologna Trade Fair, Mexico Pop Up
POWERING THE MOST ELECTRIC VERSION OF HOFF
As part of its national and international expansion plan, the sneaker brand HOFF needed a partner to devise and execute the new vision for its future stores. Following a comprehensive strategy, we carried out the new brand-space look & feel as well as the product exhibitors design strategy and the translation and implementation of this vision launching an innovative flagship and more than 20 stores and pop ups worldwide.
➀ THE BRAND AS A HOST
By addressing the brand as a host of every city where it is placed and the potential activities and opportunities happening there, we designed a store and pop-up concept based on constant impacts, incorporating furniture, various product capsules and temporary thematic interventions activating specific experiences adapted to each location.
➁ CONTRASTING MATERIALS
Within a neutral environment, we designed a unique collection of furniture inspired by the world of automotive. These pieces intended to provide identity alternate with industrial stainless steel pieces.
➂ DISPLAY FURNITURE
Like sculptures designed to make the product stand out and show its own identity, the display furniture is presented in different formats offering a striking and distinctive element in the shop window.
Following their own shapes and measures according to the identity of each store, they are built by a “Fallas” artists and finished with automobile paint, metallic paints in search of uniqueness.
➃ A SCALABLE BUT NOT REPETITIVE MODEL
From Valencia to London or from Monterrey to Tel Aviv, our scalable model for HOFF has enabled its true global expansion. This effective formula helps optimize costs, times and achieve a consistent and real consistency that does not fall into repetition: hile respecting the new brand vision, each store is unique.
➄ AMPLIFYING THE BRAND´S VALUE
Custom-made mobile signage elements communicate specific collections and general store promotions. Aligned with the specific chromatics of every store, each of these supports help highlight even the smallest details of each launch.
➅ THE STORES
The Barcelona flagship initiates the new HOFF vision. The experience begins with a pre-store pop-up as a space for ephemeral interventions. The organic shapes invite customer´s to discover the different capsules and pieces of furniture, while proposing a very dynamic and fluid circulation full of aesthetic impacts and spaces with strong product messages.
While the store at the L’illa Shopping Center in Barcelona reproduces the materiality and energy of the flagship, the pop up in Las Rozas, Madrid offers a stricking experience of pure blue electricity.
The bespoke piece designed to go through the glass in the Valencia store is another example of how furniture can help stand out the product. In the case of Oviedo store, the furniture not only displays products, but also defines a whole brand universe.