US-based streetwear giant Caterpillar has launched the first UK showroom for its CAT brand of footwear, workwear and accessories, designed by Cobalt. The wholesale showroom is situated in a converted office block in London’s Clerkenwell and will act as a UK brand flagship.
Cobalt has also developed a sister store in Dusseldorf, Germany. The consultancy was appointed after Overland Group – license holder of the Caterpillar brand – saw the group’s Watch2Watch retail outlet, a winner of the DBA Design Effectiveness Award.
“Richard Smith of Overland liked the originality and practicality of Watch2Watch, so asked us to translate this into something as effective for its new showroom, which would have a global appeal and reflect its brand values,” explains Cobalt creative director Doc Thody.
Cobalt strategic director Iain Ellwood says that the outlet is a manifestation of the clothing brand, which incorporates great flexibility.
Caterpillar’s industrial heritage, as a manufacturer of specialised construction vehicles, is reflected in the materials used in-store – stainless steel mesh, aluminium, stone and concrete.
Displays consist of movable, modular panels with oversized images. The panels can also be repositioned around the showroom to display anything from one pair of shoes to 500, or to show a new season’s styles to the best advantage.
“It was important to ensure that the original brand DNA was translated into a contemporary sales environment across all media types, from the interior, to the advanced video presentations and all the print materials,” according to Ellwood.