This transformation of a local coffee shop into a flagship shoe store explores the proposed client (Herring) and a concept that is inspiring, innovative, and in keeping with the brand whilst considering the contextual and design issues when remodelling and re-purposing a small building.
 
Within the retail design, the concept considers the shop front, access, branding, display, and customer journey/experience that would best suit the target group. This consists primarily of men above the age of 20. As a result, the concept has a more masculine approach to appeal more to the clientele. However, to understand this, it is important to consider the clients’ aim.
 
“To help everyone understand how important good shoes are in life”.
 
Making this experience within the store means creating a more intimate and personal journey for customers. Lighting and materials have been used to achieve this. The front of the store is modernised and invites the next generation, directing them to displays with direct lighting and darker walls.
On the other hand, the back of the store is traditional and acknowledges the history of the company and, through textures, colours, and lighting, gives a comfortable and warm space where the experience can be brought to a conclusion upon the purchase of a pair of shoes.