The design and planning of the Story Eilat store began with the merging of two adjacent retail spaces on Eilat’s Neptune boardwalk. The existing store and a neighboring unit were combined into one space — now the largest Story branch in Israel.
As a result of this merge, the store was naturally divided into three clearly defined zones, each with its own distinct character.
The unique design concept for this location draws inspiration from its surroundings—the Eilat promenade, which conveys a sense of freedom, the sea, waves, movement, and the vibrant energy that defines the city. Within this context, the Story brand chose to emphasize its surf and skate labels—brands that resonate with the local atmosphere and aesthetic.
We developed a bold, distinctive design language and brought it to the forefront, creating a new visual DNA that blends elements of beach and street culture with the contemporary style seen across other Story locations.
It was important to us that the transition between the three zones felt seamless and harmonious, while allowing each area to retain its unique identity. The entrance extends the promenade’s breezy, coastal vibe, leading into a space focused primarily on the AllSaints brand. The upper floor houses the checkout area, fitting rooms, and a section dedicated to Scotch & Soda.
We introduced architectural anchors to give each zone a clear definition. For example, transition spaces and the checkout area feature concrete flooring and a minimalist