UK action sports brand Animal invited us to design and develop a new retail concept for them to give new life to their stores, bringing them in line with their other channels of distribution.
Our first priority involved a competitor analysis and visual brand audit, visiting several stores and meeting with the team, in their Head Office, to get a thorough understanding of the brand history whilst developing relationships with Marketing, Design and Product teams.
Once the brief had been established, we worked alongside the brand to develop an engaging customer journey, new fixture sets, material palette and visual merchandising principles that together would bring new life into the retail environments.
The concept highlights Animals strong heritage in the British surf scene and their close association to action sports. A material palette was developed that included weathered English oak cladding; the quintessential English timber, playing on the idea that the UK weather is not ideal for surfing. Maple plywood and concrete give a nod to skateboards and the parks they are used in. Wall and mid floor fixtures were developed that referenced the shapes and lines of the boards used in action sports. Special consideration was also given to the wealth of content the brand had along with the use of their core team of sponsored riders.
Careful attention was given to how the concept would work across a range of different store sizes, from flagship through to wholesale spaces, whilst ensuring there was a consistent brand presence, voice and message across all channels of distribution.
Animal have used the elements designed and developed by TRC, including the facade and cash desk in refreshing their Leamington Spa store and in the brand new store at Bluewater.