The recently opened Hunter Regent Street store in London uses a unique approach to convey the personality of the brand. Instead of using its flagship as a mere display space for its new collections, the massive retail outlet takes consumers on an emotive and multi-sensorial journey.
The Hunter Regent Store store is the brand's flagship location, which opened this past year. The store draws on elements of the British countryside and infuses them into the urban environment in unique ways, such as barn rafters on the ceiling and green tile-inlays reminiscent of traditional English gardens. Beyond the decor, the store also features gentle birdsong sounds in the fitting rooms and live weather updates over the intercom. Together, these elements are meant to helps consumers connect to the brand's strong English heritage and its focus on the outdoors.
The innovative retail design demonstrates how brands can convey a specific narrative through the use of visual elements and digital soundscapes.
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