HL Studio works on new store as Boxfresh returns to the High Street

Boxfresh, which formerly operated a flagship store in Covent Garden, currently sells online and through concessions, but is set to open a new store in Box Park, a new shopping mall concept opening in Shoreditch, London, next month.

Appointed by the Pentland Group which owns Boxfresh, HL Studio creative director Emil Leon says the challenge was to translate the idea that ‘Boxfresh is an online brand but with its roots in the streets of London’.

The Box Park development is being constructed from shipping containers – each occupied by different brands.

Leon says, ‘It’s a restricted space that around half of the tenants are using as a marketing tool, for promotion – in the way a pop-up shop would, but the other half are using it to sell.

‘We’ve tried to deliver something with a large volume of stock and variety on display,’ he adds.

This means footwear is displayed along one side, hanging apparel on the other and there is the opportunity for ‘connectivity and interaction in the middle area,’ according to Leon who says screens may be brought into the space. 

Recognising that ‘the brand is growing up’ Leon says the consultancy has looked to bring together a ‘streetwise metallic industrial’ look with ‘natural and rustic softwoods’.