Pompei A.D. was engaged by the Aldo Group to create all aspects of the Lōcale brand including the name, logo, brand aesthetic, packaging, website, signage and store design. The new Lōcale store concept is based on an environment that embodies the spirit and experience of an atelier or a collective of artists and designers. The stores evoke the idea of a place where creative people meet to create, learn, socialize, and share ideas. The store design takes its physical cues from live/work loft spaces, galleries and workshops.
The materials and fixtures are designed to give a sense of ‘inspiring work’, invoking creative places where fun, whimsy and creativity are supported and expressed throughout in honest, authentic, and relevant ways. The floor, wall and storefront display fixtures are inspired by sculptural forms, and elements such as the cash desk, overhead beams and the pendant lighting reference Midcentury workshops.
Participatory elements, such as a large chalkboard “community wall”, fashion magazine libraries and brand inspiration boards within the store support the creativity story, allowing the visitor feel like a part of the “aspirational” collective. The main “lounge” area for trying on shoes is located in the front of the store, so that activity is always seen in the windows. Operable windows at the storefront remove the barriers between “inside” and “outside”, and invite passers-by to be a part of the experience before they are even in the store.
Brand collateral has been produced through partnerships with artists and galleries, allowing synergies between the art world and the brand. These partnerships allow Lōcale to leverage creativity in unique ways, and create cyclical messages that are fresh and introduce elements of contemporary art culture. The new Lōcale stores are places that will inspire visitors to come and see what is happening, based on the activity, the creativity, and the multidimensional context of the experience within.
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