Hush Puppies

New Prototype Design
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Polishing A Classic


THE CHALLENGE:

To align with the brand's international cache Hush Puppies asked FRCH to develop a design language that communicates an elevated point of view and supports a flagship presentation at every scale.

THE RESOLUTION:

We created a flexible kit of parts that can be implemented as a shop-in-shop or a complete lifestyle store as the brand's selection expands to include apparel and accessories. The store prototype features a "Social Rail" that creates a point of digital engagement leveraging the enthusiastic online conversation to grow the brand from within the store. Reflective of the shifting brand, a large pivoting frame creates an easily adaptable graphic backdrop for featured merchandise. The traditional wrap desk is replaced with a central living room that encourages social interaction between guests and staff and shifts the service model toward a more upscale experience.


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