UXUS uses ‘domestic approach’ for new Kipling baggage company store concept

The new stores will use an approach that the consultancy terms The House of Kipling, ‘a domestic approach to retail, encouraging discovery and exploration in-store’, according to UXUS chief creative officer George Gottl.

The concept uses everyday objects placed in unexpected contexts to showcase the products, such as a Kipling Family Portraits display, which shows the bags exhibited in their own frames.

Travel items are displayed in a luggage trolley; while the cash desk has been created to resemble a kitchen table and the dressing area features colourful furniture, candy jars full of Kipling’s monkey mascot souvenirs and Flemish-inspired wall tiles.

A ‘Whimsy Wall’ is used in the concept which acts as a pin-board for shoppers to share inspiration; and pop colours are used throughout the space, aiming to ‘inject joy and playfulness’, according to UXUS.

The concept will be rolled-out globally across all Kipling retail platforms with the first store opening in London in September 2012.