INDIE
Retail Design & Brand Identity
John Lewis & Partners wanted a flexible and easily installed concept to showcase a host of young, quality independent fashion brands, such as The Garbstore and Japanese brand Edwin, in order to change the perception of John Lewis menswear among customers and large global brands. To present a modern view of menswear that was credible and authoritative, we simplified the customer journey by talking about each brand within one unit and displaying the stock as if it were in an independent shop, with single hanging. We used a central table to bring the multi-brand story together, pulling out key pieces and accessories. The prototype, planning and production was completed within eight weeks.
