Digital first revolution

HOTTER

going digital-first into a new era

Hotter is synonymous with the ultimate footwear in comfort and fit, and increasingly focused on being a digitally-led brand.  A radical rethink of their retail model was needed to reflect this, and amplify the technical features of their footwear.

Interior of a shoe store with shelves filled with footwear, display tables showcasing sandals, and a checkout counter in the background.
Storefront with large sign that says 'hotter' in neon green and yellow, featuring glass windows with promotional images and a door.
Front view of a shoe store named 'hotter'. The store has large glass doors and displays shoes on shelves inside, with signs indicating sizes and discounts.

Enter a digital-first innovation concept. This is high tech with a friendly face; a powerful brand billboard to engage customers, designed to delight and inspire. Creating a new, exciting brand world for Hotter, involving a comprehensive campaign across TV and print, e-comm and social, direct brochures and retail environments.

A round digital display table explaining hoteller's comfort technology, showing icons for Freesole, 4 Widths, Cushion, and Stability, with instructions to hover for more information.
Display of various shoes on wooden shelves in a store. Three circular icons on the wall show the words 'Fit,' 'Bounce,' and 'Flex'.

The challenge was to reposition this footwear brand and its core ‘comfort’ proposition to one of an aspirational lifestyle…Hotter’s Comfort Lab platform now promotes the 3 pillars of Fit, Bounce and Flex for all its shoes: great comfort now means great fit to enhance the energetic 50+ lifestyle.

Close-up of a person's blue athletic shoe, focusing on the lacing area.
A camera operator filming three women doing yoga outdoors on their mats in a grassy park with trees and a trail in the background.
Close-up of a teal-colored athletic shoe with the logo 'Comfort Lab, British Performance, Est. 1959' on the side.
A middle-aged man and woman sitting outdoors, smiling and enjoying a peaceful moment.
Fashion branding materials including a signature box and a shopping bag, both with the brand name 'hotter' on a teal background, and wrapping paper with a repeated logo pattern of a skate shoe with a smiley face.
Icons depicting footwear with a ruler labeled 'FIT', a bouncing ball labeled 'BOUNCE', and a curved arrow labeled 'FLEX'.
A MacBook Pro displaying an online store called Hotten, featuring three women in workout clothes outdoors, with trees in the background and shopping bags nearby.

Encapsulating this through interactive projection mapping and integrated comfort hubs. To encourage exploration on screen, engaging with product innovation features and have virtual try-ons, delivering customised comfort.

Footprint store interior with a large digital screen, a standing kiosk, a small white stool, and a bright blue sofa against a wooden slat wall with the Footprint logo and text about 3D foot-scanning technology.
Three people wearing masks standing around a circular white reception desk in a modern indoor setting, with shoe display on the wall behind them and a digital screen displaying a shoe model.
Person placing a shoe on a glass display table with digital information and icons.
Interior view of a modern waiting area or lounge, with three people, one sitting on a brown bench, one standing and interacting with a large display, and another standing at a circular counter. The room has a blue accent wall, large arched windows, and a ceiling light fixture.

This retail design is also future-proofed with flexibility to suit diverse locations from high street to small scale concessions. Customers can discover how comfort is achieved through Hotter’s Comfort Lab, providing the ultimate, active, aspirational lifestyle.

Person with pink sneakers resting their feet on a wicker basket, with a pink clutch and a zipper bag beside them, outdoors in a park
Video camera on a tripod recording two women talking indoors with stone wall background and white chairs.
A display of athletic shoes in various colors on a wooden surface
Two women walking and talking happily on a cobblestone street, with two men in the background looking at a map and taking photos.
A woman with shoulder-length brown hair, wearing a patterned blouse and dark jeans, sits on a barstool with one leg crossed over the other. She is smiling and holding a glass of water. She is wearing bright red high heels, and there are some books an
Sign for Comfort Lab with text 'British Performance | Est. 1950' on a blue wall.
Three women doing yoga outdoors, in a side plank pose, smiling and looking up.
Two women shopping for shoes in a store, with shelves of sneakers and handbags in the background.
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