Trainer shop Sole has opened the doors to its flagship store on London’s Oxford Street.
Designed by Brinkworth, it is a clean, light and flexible space, using a restricted palette of natural materials, from Douglas fir to pepper pot granite, poured concrete, clay plaster, and stainless steel. All shelves are illuminated to showcase the footwear, while a bright ceiling and walls in a clay render finish open up the space.
The upper mezzanine level will be used as a dedicated launch space. This level is visible from the ground floor, with a staircase and open display inviting visitors into a lounge space with relaxed seating and a curved steel display wall.
The project started with a deep dive into the current premium trainer marketplace. Brinkworth’s creative team workshopped a range of options with Sole to arrive at a store design that expresses the brand and supports the company’s long-term goals. Brinkworth created a space that would flex with communications strategies, supporting 360° physical/digital launches and promotions.
According to Kevin Brennan, partner at Brinkworth: ‘Behaviour is key to the high-end [trainer] market. Customers are smarter and expect respect when they drop their hard-earned cash on these pieces. A brand’s measure is not just in dimension of the offer but about time to evaluate their decisions within a space that lifts their experience. Sole put its trust in Brinkworth’s design team to deliver intelligent, responsive design that supports a premium experience.’
Sole is a new venture for Twinmar, the multi-brand shoe retailer behind Soletrader. Marcel Bordon, CEO of Twinmar, added: ‘Brinkworth brings a unique perspective that is trained on the smallest design details and the broadest aspects of global brand-building. For Sole they worked with us to arrive at exactly what we need: a beautiful, elevated space that is grounded in commercial sensibility, setting the tone for Sole’s wider brand world. We look forward to using it as a platform for dynamic merchandising, and a place to welcome our customers in the heart of London.’
