Project Brief : Ruosh, an existing men's only shoe brand, proposed to re-do their retail image for new age men and soon to launch women's range.
Objective : To design a functional retail environment and experience which portrays evolved elegance and class along with fresh and young aesthetics, which captures millennials and new age men on one side and have unisex appeal on the other.
Strategy : Global young customers and their preferences formed our canvas to initiate the creative process. To create a design that would benefit the brand and its customers, we positioned Ruosh as a distinctly different retail store, moving from English heritage to Utopian that encompasses contemporary international and inclusive styles.
The concept of the store was inspired by the 'new age global capitals' and 'everyday for everyone'.
Design principles like 'simplicity', 'clutter-free' and 'for all', formed the overall language of the store. Neutral floor provided a setting for the design which consists of muted colors and straight lines.
A structured panorama of displays through simple geometrically proportioned units create a harmonized design for the brand. Grid emphasis establishes rhythm and defines consistent and logical visual accessibility to content through well defined structure and sharp cubic frames.
The grid format provides maximum freedom and sustainability, allowing the configuration to adapt as per changing needs. Minimal metal linear sections form the fixture, that are embedded with linear lights for each display.
A graphical representation in the store highlighting what the brand stands for, the craft and the passion that goes in to the making of the shoes at Ruosh.
* For more on the design process, please feel free to contact me.
