Building on Shed’s work for Barbour International at Bread and Butter in July 2013, Shed has again been invited to support the historic brand in visually showcasing the International collections for both menswear and womenswear. The brief was to create a 93sqm stand that as well as being a visibly arresting platform for the product ranges, would support and celebrate the brand’s rich history.
Barbour International is synonymous with fine craftsmanship in manufacturing motorcycle jackets since 1936 and any marketing and communication platforms must also further emphasise the brand’s successful evolution towards becoming a lifestyle brand, offering knitwear, footwear and accessories alongside the famous jackets. Set within the historic grounds of Tempelhof Airport in Berlin, Bread and Butter is an innovative trade show for urban and street fashion; Barbour has had a presence at the show since July 2010.
The stand, anchored by a raised backdrop, sets a scene descriptive of a vintage motorcycle garage. Battered garage doors fixed to steel roller wheels, large scale light-boxes and hanging lights are suspended amongst a display of mannequins, all framed within a stage of concrete block work.
Below a varied pace of platforms are arranged across the stand promoting mannequin displays grouped to reflect relevant brand sub-categories. Through careful consideration of materials and their application, a distinction is drawn between the menswear and womenswear ranges, highlighting qualities significant to each collection.
Womenswear puts a delicate spin on the biking lifestyle aesthetic with stepped plinths of mirror, frosted grey Perspex and white timber planking forming the platforms for mannequin displays. Timber dowel rails, fixed with blackened scaffolding joints and wrapped with soft leather sleeves, hero selected product.
Menswear has a more rugged appearance: concrete slabs sit upon mesh boxes next to plinths upholstered in black biker leather, whilst feature furniture is highlighted by racing stripe flashes of the retro yellow synonymous with the brand’s logo.
‘The stand demonstrates the evolution of Barbour International as a brand in its own right, reflecting a scene that harmonises menswear and womenswear together without disregarding the qualities true to each collection” (Shed.) “Shed always looks to push the design just that little bit further each time. The result is always a successful and inviting stand design with a real strong brand presence” – Julian Ash (J Barbour & Sons)
Images courtesy of Shed