Wellies - but make them fashion

For this iconic British outdoors brand, we gave the humble wellington boot its big moment taking it from the countryside to the catwalk and the Pinterest boards of fashion-savvy millennials. As part of a significant brand transformation led by influential brand consultant Alasdhair Willis, we designed the brand’s first ever flagship experience. Amplifying familiar aspects of the British countryside and combining them with the latest technology, we created a dream-like destination for Hunter brand fans right in the heart of London. The concept was so successful it became the blueprint for Hunter’s new flagship experiences globally.

A vast LED screen premiers the latest fashion shows, festival footage and weather reports together with a soundscape that echoes throughout the store. It doesn't stop here.
A barn like structure carries through from the windows to the inside of the store; a literal interpretation of countryside meets the city.
Digital screens inside were sensorial as well as visual, designed to evoke the Scottish Highlands. .
'Puddle' merchandising tables inspired by the great British weather.

Hunter has fashionably crossed over to the urban side

Vanity Fair

Headphones in the Boot Room and Changing Rooms feature immersive soundscapes while a journey in the grass-lined lift transports visitors to the countryside with a gentle birdsong.
The kid's area mimics the inside of a swimming pool.

From London to Tokyo and beyond

We re-imagined the concept for Japanese market, landing the best of the British countryside in the very heart of Japan.

The concept extended to a luxury boutique in Taipei.

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