China’s burgeoning middle class has lots of new found wealth to spend, and a particular appetite for western goods. Our client engaged us to develop a western styled retail concept that would not only carry the products these consumers desired, but also a western style retail experience.
Inspired and informed by the results of some fascinating anthropological research, we developed the I.D. Store concept: name and identity system, and staged the brand’s retail experience in the style of a NYC loft, developed a music playlist to define its sonic signature, and curated employee wardrobing to complete the brand performance.
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