Easytiger Associates has been appointed to develop the identity and retail interior for upmarket footwear brand Journey’s first standalone store, and could be in line to win further commissions as the company expands.
The work, ultimately worth an £80 000 fee to the Derbyshire-based consultancy, will encompass the design of both a ground floor retail space and a lower ground floor wholesale showroom, due to open in December in London. Easytiger Associates has already developed a name, More than a Movement, for the store.
Journey briefed Easytiger Associates to come up with a ‘cutting-edge design’ so the flagship store ‘doesn’t look like your average shoe store’, according to the company’s retail manager Kathryn Geary. ‘We want it to have an [art] gallery feel,’ she adds.
Easytiger will eschew traditional racking for individual plinths on which Journey’s limited edition and bespoke ranges of shoes can be displayed, says the group’s managing partner Adam Devey Smith. ‘These will be totally flexible. They can be changed every week and dressed in leather, felt and embroidered fabrics,’ he explains.
Easytiger is also developing a double-level lighting system for the retail space. The first, visible level will ‘create an ambient environment’, while a second, hidden level will be spot lighting, which the store’s staff can focus on individual displays, Devey Smith says.