MALLET

LONDON RETAIL

Mallet was an emerging brand looking to elevate their brand positioning

RETAIL.

One of the Mallet London objectives was to amplify the brand awareness within the UK. Therefore we initiated their first ever physical store concepts after six years of digital only Direct to Consumer. Launching a Mallet pop up store on Carnaby Street and coinciding it with a pop up within Selfridges Oxford street.

The colour scheme of Black and Gold was a trademark within their footwear range, so a gold skeleton framework was designed into a black box concept. In an effort to be more environmentally conscious, the concept was made out of wood rather than metal to enable the set up to be dismantled and reused, therefore reducing waste.

The concept needed to reflect the core DNA of the brand. Being a digital first brand, digital plinths and dominant use of light boxes were designed into the concept to enable a smooth transition between the on and offline experience.

The Selfridges concept saw sales double at this location, whilst the Carnaby street store exceeded the full sales target within the first few months of operation.

The pop up concept was then rolled out as the blueprint for the brands first UK showroom.