A Bri­tish Fu­sion

Iconic Bri­tish brand, Hunter, re­cently opened its flag­ship store on Re­gent Street – London, where style notes from the Bri­tish coun­try­side are trans­formed into an uber cool re­tail space.

VM&RD - - STORE ALERT -

A common thread runs through the store with the strik­ing red, sig­na­ture colour of

Hunter

London’s Re­gent Street is ef­fer­ves­cent with all hot shots of the re­tail branded world. Its iconic­ity res­onates with the def­i­ni­tion of uber ur­ban shop­ping des­ti­na­tions. On a con­trast­ing note, the re­tailer Hunter has a long dat­ing his­tory of cre­at­ing footwear and out­er­wear to pro­tect from the weather and per­form across all ter­rains giv­ing it a per­cep­tion of an out­door brand. Hence, their store on Re­gent Street fuses ref­er­ences of the Bri­tish coun­try­side and the glitz of so­phis­ti­cated shop­ping en­vi­ron­ments. The de­sign fo­cus it­er­ates on bring­ing the el­e­ments of out­door to a des­ig­nated re­tail en­vi­ron­ment; lit­er­ally! The space trans­lates a Bri­tish coun­try­side to a con­tem­po­rary re­tail out­let. Through the Hunter win­dows on Re­gent Street, a con­tem­po­rary barn struc­ture com­mu­ni­cates with the passer-by and marks the start of a jour­ney for the cus­tomers walk­ing into the store. Light fil­ters on the prod­ucts through the grey tinted Dou­glas fir rafters ap­pend­ing a sense of day­light. The cen­tral dis­play ta­ble takes the form of wa­ter pud­dles to high­light a play­ful na­ture of mer­chan­dise stand­ing in wa­ter. A sense of an English gar­den per­co­lates through a back­drop of top­i­ary hedges il­lu­mi­nated from within. The style hints at hedges from the coun­try­side while the il­lu­mi­nated ef­fect gives the vibe of a mod­ern ur­ban dé­cor. The pud­dle ta­bles re­peat in the dis­play accentuating the play­ful­ness of the store. A few mer­chan­dise are hung from above, as if they are left to dry up. The hand­made green ce­ramic floor tiles hint at an ar­che­typal well-kept lawn. Re­fer­ring to the ru­ral idea of boot rooms, con­tem­po­rary boot rooms are formed in var­i­ous parts of the store. Th­ese boot rooms have head­phones for cus­tomers to lis­ten to cu­rated sound­tracks that evoke ex­pe­ri­ences as­so­ci­ated with prod­uct within the space.

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