Concept Club

Dynamic store redesign

Our client, the Infinity Group have operated in Russia since 2005. They currently have over 170 stores under the Concept Club fascia (company owned and franchised) in more than 70 regions of Russia. 

Concept Club is a fashion retail brand, aimed at teenagers and young women who want to look creative and original. The client identified the need to reinvigorate the brand and store design in order to maintain appeal, improve profile and facilitate growth and expansion. Their plan is to open 40 new stores in Russia and to enter the markets of Kazakhstan and Belorussia.

The challenge was to create a more contemporary and fashionable shopping experience for the target market that would be easy and inexpensive to roll out.

The new look provides a lively environment, with vibrant merchandising stories and quirky touches. A trademark hot orange colour is contrasted by glossy black and white to create a more contemporary feel. Dynamic photography uses urban settings combined with a sense of fun – a more ‘girly’ attitude.

The lighting is softened, with industrial style pendants highlighting display stands. The heart of the store features a catwalk display unit that conveys the idea of customers being the stars of the show and the centre of attention.

In order to help customers navigate through the densely merchandised spaces, each store is divided into four distinctive zones with bespoke visual treatments – romantic, classic, seasonal and party. In effect, the new design combines aesthetics with functionality.

With the roll out underway and all new stores opening within the new design scheme, the new store concept is assisting rapid store expansion and putting the Concept Club brand at the forefront of cutting-edge value fashion.

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