Four IV a shoe-in with Kurt Geiger

Four IV has created a retail concept for Kurt Geiger, as the footwear brand moves to introduce a more opulent environment in new-build stores.

The interior concept launched last week at a standalone store in Hampstead, London, and is initially scheduled to roll out to a Brighton store later this year and at least one other undisclosed site.

According to Kurt Geiger retail director David Wilkinson, the company is keen for forthcoming retail interiors to reflect the company’s positioning ‘near the top of the arc of luxury brands’.

Four IV creative director Chris Dewar-Dixon says the Hampstead store’s ‘warm and sexy’ interior, which boasts dark timber flooring, metallic wallpaper and a bronze-chain chandelier, is the antithesis of most footwear brands’ ‘white and bright’ retail spaces.

A cream lacquer shelving system and interlocking display tables made of polished stainless steel, lacquer and tinted amber glass are easily adapted and allow ‘fast-track roll out’, he adds.

Four IV won the work in November after a paid creative pitch.

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