Caulder Moore has created a new retail environment for Snow + Rock which debuts in their Leeds and Bristol stores from mid November 2014. The space includes Cycle Surgery and Runners Need, also owned by the Snow + Rock Group. A retail branding solution was needed to encompass all 3 brands and take seasonality into account, especially for Snow + Rock. The 11,834 sq ft site in Leeds will become the flagship store with the concept being rolled out nationally.
Caulder Moore’s brand hierarchy led to a scheme that covers brand and zonal signage, wayfinding, point of sale and digital interactive. The new retail space needed to be flexible in terms of usage, adaptable for the changing of seasons and brands, whilst adding a great customer experience. A large part of Snow + Rock’s business is in winter but they wanted to engage customers with the outdoor sports offer for the summer.
A series of interactive zones and brand walls were created to give the environment pace. Custom made furniture and fixtures allow more flexibility for ‘staff picks’ areas and specialist racks for items like ski boots, running shoes and bikes. Energetic graphics and specialist zones give all brands a unique flavour covering boot fit, bike workshop and run-fit lab. Customer changing areas also have their own graphic identity.
Richard Cotter, CEO, Snow + Rock said, “We really wanted to make an impact for Snow + Rock especially at the new Leeds flagship store. Having a design that incorporates Runners Need and Cycle Surgery was very important too. I think the new retail environment achieves that and shows the full range and scope of what we offer.” Philip Marshall, Director at Caulder Moore added, “This was an interesting project to combine the style and flavour of all 3 brands under one roof. We showcased the expertise of each brand to make it accessible