The new stores will use an approach that the consultancy terms The House of Kipling, ‘a domestic approach to retail, encouraging discovery and exploration in-store’, according to UXUS chief creative officer George Gottl.
The concept uses everyday objects placed in unexpected contexts to showcase the products, such as a Kipling Family Portraits display, which shows the bags exhibited in their own frames.
Travel items are displayed in a luggage trolley; while the cash desk has been created to resemble a kitchen table and the dressing area features colourful furniture, candy jars full of Kipling’s monkey mascot souvenirs and Flemish-inspired wall tiles.
A ‘Whimsy Wall’ is used in the concept which acts as a pin-board for shoppers to share inspiration; and pop colours are used throughout the space, aiming to ‘inject joy and playfulness’, according to UXUS.
The concept will be rolled-out globally across all Kipling retail platforms with the first store opening in London in September 2012.