Design Ministry fits up Shoe Connection

British Shoe is to introduce a new self-service brand with a concept by London consultancy Design Ministry.

The new concept, called Shoe Connection and designed to “attract the broad-based, middle market target audience”, follows the Davies Baron-designed up-market brand Orchard Shoe Company.

Design Ministry managing director Val Lloyd says the consultancy controlled “every detail of the new concept, even down to staff training and the choice of music in-store”.

The project includes corporate identity, packaging and merchandising concepts for the brand.

“We want to inject a flavour of American retailing into the concept, so the atmosphere will almost be one of an all-day party,” says Lloyd.

A Shoe Connection pilot will open at a former Saxone site in the Potteries Shopping Centre at Hanley, Stoke-on-Trent, next week. Two further pilots will open in Milton Keynes and Luton in April, with a national roll-out expected to begin towards the end of the year.

British Shoe has appointed CWSH Designers to design interiors for its new public relations head office in Central London.