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Last year we were approached by Roxlin with the brief to open a new store concept in Xi’an in September 2013. The rapidly expanding fashion retailer was keen to create a confident store environment that reflects its brand personality. We created a fresh, new “deconstructed Manhattan loft” concept, taking cues from warehouse and loft spaces in New York to reflect the roots of Roxlin’s company founders. The new store is bright and predominately white across a variety of contrasting materials. Raw finishes are combined with metallic, polished surfaces and mirrors to communicate the brands youthful appeal and edgy aspirations.

We created a new marque to support the logotype, which we redrew and refined. A new freedom has been found in the logo’s beacon-like use as an exterior neon sign. This, together with an unconventional shopfront, draws the customers in via two glazed screens that blur the boundaries between the mall and the store. Further neon signage, brand messaging and department lightboxes distinguish the different departments and help to navigate customers around the store. The application of the new ‘X’ logo marque to paper carriers and tote bags provides the final touch point for the new brand look.

At the heart of the store lies an imposing modular framework structure formed out of uprights and cross beams. The structure breaks up the store into individual areas of interest, which builds
a sense of discovery as customers navigate their way around. The mid-floor merchandise, graphics, POS and signage work off this structure, which is supported by the perimeter through the use of layered, warehouse-inspired window frames that inconspicuously house the merchandising system.

Located towards the back of the store, the fitting room cubicles sit clear of the mid-floor structure and open out directly onto the shop floor. This makes effective use of the limited space
in store and creates an open environment, which encourages the customer to step out and show off their new look. Huge floor-standing mirrors and a lounge area incites customers and friends to interact as they reveal their new outfits. Photography is also encouraged and discounts are offered to those who share and post their new look on social networking sites.

The sales point is a deliberate break from the rest of the store. We have introduced a monolithic, high-gloss black cash desk and incorporated the use of the back wall for inspiring art installations. An army of robots have been mounted to the wall in this first store, which provides a confident take on Roxlin’s “dare to be different” strapline. This amusing visual display reflects the playful nature of the Roxlin brand. Our new store concept provides the blueprint for the imminent roll-out across China.

David Wright
Group Marketing Director
+44(0)20 7837 7117

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