Store of the future
Following a long-term collaboration with the team at Sweaty Betty we created the retail strategy and store design for new flagship destination No.1 Carnaby – three floors of fashion, fitness, food and beauty. With the changing face of the athleisure industry, it was time for Sweaty Betty to re-establish and confirm themselves as the pioneering activewear brand.
We worked alongside founder and creative director Tamara-Hill-Norton to bring her vision alive - the idea to create a space that is a destination as much as it is store. Tamara enables Sweaty Betty to set themselves apart in an increasingly competitive space as brand muse and empowering female figure. We defined a cohesive lifestyle vision and retail strategy in order to elevate brand status and create a core ownable store aesthetic.
We explored what the Sweaty Betty woman would want to know about beyond fitness and layered this against the wider consumer context of personalised transformations, looking good and feeling good – why are consumers seeing refuge in wellness and what does this mean to Sweaty Betty.
We created a truly holistic world, more than just a retail system, a living service that communicated, beautiful technical, London cool and most importantly the sense of humour behind the brand, green juice and cocktails. This pioneering approach to retail enabled Sweaty Betty to buddy up with complimentary businesses with the same brand values and ethos - a place to hang out with friends, take a class or grab a cocktail.