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