Every pair of sunglasses that you buy from Sunglass Hut comes with their “Perfect Pair Promise” so it comes as no surprise that their latest ‘perfect pairing’ is with two of London’s premier shopping destinations, Westfield London and Stratford City – Europe’s largest urban shopping mall. These two new locations provide the ideal sites for Sunglass Hut to showcase their top brands, latest trends and exclusive styles of high quality fashion and performance sunglasses.
“Working closely with Innovare Design we’ve successfully delivered that all important ‘point of difference’ for Westfield without having to compromise the Sunglass Hut global brand conventions. The stores opened in June to great customer feedback and sales are exceeding expectations.” Paul Bate, Property Manager, Luxottica UK Limited
Of course satisfying the stringent design demands of two globally successful brands like Sunglass Hut and Westfield requires collaboration and flexibility on all fronts.
Innovare Design has worked with Sunglass Hut since 2008 so we have a deep understanding of the brand’s conventions. This obviously helped us to build on their successful brand vocabulary and deliver the bespoke creative solutions that were required for these two projects.
Our design inspiration for these two premier shopping destinations was rooted firmly in Sunglass Hut’s minimal, contemporary black and white styling but 7m high ceilings presented an opportunity for a new sense of drama and theatre throughout the stores to create more luxurious and enticing environments.
For instance, the sun element from the Sunglass Hut identity was reimagined in a glittering 3D sculptural wall above the entrance as well as in feature pendant lights. The digital window display and product promotion was also greatly enhanced by the addition of sculptural features. The ‘sun’ pendant light features were used elsewhere in store to create sparkle and focus over promotional zones, while new wall bays allowed for richer storytelling of individual luxury brands. Two rich black tiled avenues lead to the cash desk at the rear of the store, behind which 270 tiny digital screens – creating the largest screen in Europe – form a dramatic synchronised moving backdrop, reinforcing the Sunglass Hut brand identity.
To read the full published article in Retail Focus follow this link: