Base London lands Softmoss look

Softmoss has created interiors for Base London’s first store, as the footwear group moves to strengthen its retail brand presence. The 232m2 store in London’s Carnaby Street opens in October.

The company, which has seen growth in its European markets and this year launches its first menswear collection, hopes the store will act as a ‘central London ad cube’, inspiring wholesale buyers and its core 18to 28-year-old market, says Base London brand manager Becky Munslow.

‘We’ve built up our wholesale business, but lack control in terms of how we look as a brand,’ she says. ‘The store enables us to define our own visual language.’

The consultancy has been appointed to act as ‘retail brand consultant’ and is responsible for in-store communication, window displays, furniture and overall brand presence within the store, according to Softmoss creative director Mark Brown.

The store will have ‘theatrical elements’ to reflect the brand’s tongue-in-cheek humour, says Brown. Standard retail furniture has been replaced with items such as table tennis and pool tables to give a relaxed feel and reflect the brand’s ‘lads mag’ image, he adds.

Softmoss has been working on the project for three months and was appointed without a pitch.