New York-based full service creative design firm Pompei A.D. was engaged by the ALDO Group to create all aspects of the LOCALE brand including the name, logo, brand aesthetic, packaging, website, signage and store design. Bart Higgins, executive director of brand and strategy at Pompei A.D stated that the new LOCALE brand has been inspired by popular neighbourhood places such as galleries, cafés and other cultural and social hangouts. This has helped in evolving a unique shopping experience that is relevant, authentic and intimate to the customer.
The LOCALE brand and store design features art collaborations with local galleries, original works on display both in-store and throughout the brand collateral, and an open storefront resembling a local café. Furniture, fixtures and materials inspired by an artist studio complete the experience. The floor, wall and storefront display fixtures are inspired by sculptural forms, and elements such as the cash desk, overhead beams and pendant lighting reference mid-century workshops. The store evokes the idea of a place where creative people meet to create, learn, socialise and share ideas.
The store is distinct for participatory elements such as a large chalkboard ‘community wall,’ fashion magazine libraries and brand inspiration boards. The main ‘lounge’ area for trying on shoes is located in front of the store, so that activity is seen through the windows. Operable windows are featured, which helps in blurring the difference between ‘inside’ and ‘outside,’ and invite passers-by to be a part of the experience before they are inside the store.
The basic design concept behind the stores are to create places that will inspire visitors to come and see what is happening, based on the activity, creativity and multidimensional context of the experience within.
LOCALE will primarily sell shoes along with bags and other accessories for men and women ranging from approximately 28 to 40 years old. Initially, the ALDO Group will open six LOCALE stores in Canada, with the first two locations at Place Montreal Trust and Rockland Centre in Montreal. Additional stores will be opened in Champlain Mall in Montreal, Chinook Centre and Calgary TD Square in Calgary, and SherwayGardens in Toronto.
The ALDO Group is a company focused on fashion footwear and accessories, operating under eight distinct brands in over 55 countries around the world.
Pompei A.D, founded more than 20 years ago by visionary artist, sculptor and designer Ron Pompei, specialises in experiential branding, retail design, real estate and web design.
