As part of its national and international expansion plan, the sneaker brand HOFF needed a partner to devise and execute the new vision for its future stores. Following a comprehensive strategy, we carried out the new brand-space look & feel as well as the product exhibitors design strategy and the translation and implementation of this vision launching an innovative flagship and more than 20 stores and pop ups worldwide.
THE BRAND AS A HOST
By addressing the brand as a host of every city where it is placed and the potential activities and opportunities happening there, we designed a store and pop-up concept based on constant impacts, incorporating various product capsules and temporary thematic interventions activating specific experiences adapted to each location.
CONTRASTING MATERIALS
Light and colour contrasts coexist with materials from different universes: trowel technique on the walls and vinyl furniture with rust-coloured car paint alternate with industrial pieces of stainless steel in a space covered with painted fiberglass designed by a “Fallero'' artist from Valencia.
IMPLEMENTATION
Our scalable store model does not fall into repetition: while respecting the new brand vision, each store is unique.
1. The Barcelona flagship initiates the new HOFF vision. The experience begins with a pre-store pop-up –an ephemeral space for interventions and exhibitions radiating the brand´s energy and universe and inviting shoppers to continue the journey with the curve as your guide. Different themed capsules propose a very dynamic and fluid circulation, full of aesthetic impacts and spaces with strong product messages.
2. The store at the L'illa Shopping Center in Barcelona reproduces the materiality and energy of the flagship.
3. HOFF is present at the international footwear fair in Pitti, Bologna, with a new stall exhibition concept.
4. The furniture in the Oviedo store not only displays products, but also defines a whole brand universe.
5. Las Rozas pop up in Madrid is pure blue electricity.
6. A piece design to go through the glass in the Valencia store.
7. More contrast and reflecting materials in the recently-open store in Zaragoza
