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Caulder Moore design new store concept for fashion retailer Springfield in Madrid.

Caulder Moore has designed a new store concept for European fashion retailer Springfield for a flagship launching in Calle Fuencarral in Madrid, the trendiest urban fashion street in the city with brands such as Diesel, G-Star, Pepe Jeans and Hilfiger Denim. The new 350 sq m store opened on 7th August and will be extended by an extra 200 sq m at the end of the year. It targets ‘millennials’: young 20-30 year old men and women. This new concept will be rolled out across Europe.

Springfield is a major European fashion brand which launched in 1988 and has a 50/50 split between mens and womenswear. It is a casual, urban brand with a Mediterranean and friendly vibe, and accessible in terms of price and product. The millenials are very media aware, multi-skilled and multi-taskers so the new environment needed to engage the audience on many levels incorporating new technologies and online shopping.

Caulder Moore’s design draws inspiration from real urban elements and reinterprets them in a new and modern way. Using a mix of influences from buildings, materials, lights, underground stations and walkways, it upcycles, recycles and reuses in an interesting way. The design ethos is to re-invent the ordinary with use of graphics, colour and playing with scale. Converging the digital and physical was important and a social community ‘hangout’ area has been created which allows customers to relax in store, browse and purchase online. It turns the store into a hub in amongst the clearly defined zones for mens and womenswear with a ‘lifestyle’ space, the Springfield Square, devoted to blogger collaborations and co-branding. Fitting rooms and a tech bar for customisation are unisex.

Ivan Nanton Martinez, Visual Merchandising Global Director, Springfield said, “Our new store concept is now more relevant to our target audience, embracing their lifestyle and making it a place where they would want to hang out.” Maria Correia, Design Director, Caulder Moore added, “We loved working on this project! Tapping into this millennial consumer and understanding their ‘world’ and translating this into an exciting retail experience has resulted in an ownable concept for Springfield.”

About Springfield
Springfield was founded in 1988 with the objective of dressing urban and cosmopolitan young men. In 2006 they branched out to include womenswear. The company now works with a team of more than 2000 professionals and has a sales presence across Europe. Its philosophy is “European Brand. Global Style”.

About Caulder Moore
Caulder Moore is a London based creative agency with over 25 years experience in delivering international brand design solutions for retail and leisure. From communications campaigns through to interiors, clients include Harvey Nichols, Sweaty Betty, GINA shoes, Ping Pong, Fullers Brewery, Jigsaw, Fitness First and Pepe Jeans.

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