Made for millennials

SPRINGFIELD

store design relaunch and European roll out

After 30 years as a successful European fashion retailer, Springfield needed a new store concept to boost its personality, inspire its Millennial customers and more closely connect with their lifestyles.

Interior of a clothing store with various racks and shelves displaying apparel and accessories, with a lit sign that says 'GREAT STUFF, COOL LOOKS'.
Clothing store named Springfield with mannequins at the entrance and racks of clothes inside.
Clothing store with wooden framing structures displaying jackets, sweaters, and pants.
Springfield lighting detail, showcasing elegant fixtures with soft illumination, enhancing the space’s modern and sophisticated atmosphere.
A man standing against a wall decorated with bicycle wheels and a neon sign with an arrow and the text "hey you! move on".
Close-up of a brick wall with words like 'WIFE', 'NICE', 'COOL', and 'GREAT' engraved or carved into the bricks.

Springfield’s known and loved casual Mediterranean vibe was reinterpreted in a more modern way, using a variety of influences from urban architecture.  With the creation of an adaptable space offering newness and discovery, the store finish also became more relaxed, engendering the desire to dwell longer

“THE RESULT:
The new global alignment of the international brand created +178% above the opening sales target and a +30% uplift of ongoing sales.”

Digital elements were introduced – such as drop-off product boxes – adding much-appreciated convenience for busy customers.

Interior of a clothing store with various racks of apparel, shelves of bags, and a decorative sign that reads 'WEAR WHAT YOU LOVE'.

From the launch in Madrid, Bilbao and Xanadu, the concept was then rolled out across the store estate with resounding results.

Clothing display in a retail store, with folded pants, shirts, and skirts on a wooden tiered table, and hanging plaid and denim shirts on racks, with a large illuminated sign spelling 'HEAVY' on the side wall.
Interior of a modern retail store with clothing, accessories, and jewelry displays, featuring ceiling light fixtures and minimalistic furniture.
A collection of assorted objects including tiles, brick, wood pieces, a bicycle wheel, photos, plastic and cardboard containers, a candle, screws, a black grid, and decorative items arranged on a flat surface.
Clothing store with folded shirts on a table in the foreground, displaying a sign for 'Shop Now' and 'MystiqueLingerie.com', illuminated photos of models on the wall, seating area with three stools, and fitting rooms with a sign for 'Fitting Rooms' on the right side.
Clothing store entrance with large illuminated signs saying 'GREAT' and 'COOL', featuring yellow and white arrows and a wooden sign that says 'ENJOY YOUR STORE Share with friends'.
Quote on a dark gray background about store concept being relevant to target audience, attributed to Ivan Nanton, Visual Merchandising Global Director.
Clothing store display with garments, shoes, and accessories on wooden shelves, with bicycle wheels mounted on the wall and a neon sign that says 'lucky' in the background.
A store display with a large beige banner that reads "Wear What You Love" in bold black letters. Next to the banner, a woman is shopping, looking at clothing on a rack, holding a purple purse. She has long hair, glasses, and is dressed in a black and
wooden closet with circular handles, a tall mirror, and two small stools in a bright room.
Clothing display area in a retail store with racks of women's apparel, folded clothes on a white-tiled table, and store signage and lighting fixtures overhead.
A brightly lit sign with the phrase 'THIS IS SOOO YOU' in bold black letters, above a display of items on a pegboard wall.
A retail store display with a neon sign reading 'SHOP NOW MYSPRINGFIELD.COM' above three framed photos of men. There are three gray stools beneath the photos and clothing racks to the left.
Similar projects