Kurt Geiger stores to step inside Softmoss interiors

Softmoss has been appointed to create interiors for upmarket shoe retailer Kurt Geiger, as the brand moves to introduce a more cohesive interiors concept to its standalone high street stores.

The new look is launched early next month at the retailer’s Heathrow Airport Terminal Three store and is scheduled to roll out to a space on London’s High Street Kensington later this year. The group’s work also includes a one-off concession for the high-profile Selfridges store in Birmingham.

The retailer wants to create a recognisable ‘footprint’ for its own stores, Kurt Geiger managing director Crispin Mardon says. Future standalone stores will adopt the interiors, he adds.

According to Soft Moss creative director Mark Brown, the company is keen to reflect the look of its recent advertising campaigns within the store.

‘The look is clean and classic, with a hint of the 1960s in the form of tulip chairs, marble floor and mirrored surfaces. It’s cool with glossy lines on shelving,’ explains Brown.

The Birmingham concession opens with the flagship store in September and will be ‘very different’ to previous outlets for the shoe retailer, according to Brown.

In keeping with Selfridges’ futuristic building in Birmingham’s Bullring by architect Future Systems, which features 15 000 aluminium discs stuck to its exterior, the concession will incorporate a soft, organic structure in white.

It will be internally lit with shoes on display inside, and surrounding the structure are crisp white acrylic building blocks, also containing shoes.

‘We have briefed Softmoss to deliver something completely different because the Selfridges store will be revolutionary,’ says Kurt Geiger’s Mardon.

Softmoss presented two creative concepts to Kurt Geiger in an unpaid pitch earlier this month against Universal Design Studio. The consultancy was appointed to the work last week.

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