brand identity. The new retail identity builds on the strength of the Gordon Scott brand, underlining its premium position. Taking inspiration from premium fashion brands, it draws on contemporary styling to create a furniture based scheme, set against a tonal architectural box, with the support of fashion focused photography. The interior is a combination of high quality materials and finishes. Wardrobe presentations and free-standing furniture are utilised to present the offer. On the ground floor, walnut stained timber and back painted glass wardrobes compliment chrome finished furniture, textured carpets, and limestone flooring, creating a premium quality experience for the women’s and men’s footwear offer. On the first floor, American oak wall panels and bench seating contrast with cornflower blue and white wardrobes, and coloured glass feature pendant lighting to present a new confidence to the children’s footwear department. To support the new brand identity, packaging, and instore communications were developed, using warm greys and black. Fashion photography was designed to compliment the new identity and communications, taking the brand in a totally new direction by adding a confident and personal attitude to the new contemporary style of Gordon Scott. This feature first appeared in Inside Retailing Magazine. Click here to subscribe.