We’re helping streetwear retail vets, Carnival, bring it upscale with a new brand flagship store– Upperground. The new store concept helps shift the focus from footwear to apparel – evoking the street with a minimal, industrial ethos and placing merchandise at the focus of customer experience.

Galvanized pipe scaffolding is contrasted with luxurious touches that serve to align the brand with their upscale goods– including white leather benches for shoe try-ons, spacious dressing rooms, built-in terrazzo displays that emerge from polished terrazzo flooring, an a sculptural ‘control centre’ service desk that’s reflected in a giant ceiling mirror.

Street style lives and breathes on social media. Upperground was designed to be a living, breathing ever-evolving platform for an omni-channel, multimedia relationship with their customers, or should we say ‘fan’ base.