We have recently worked with dedicated online fashion brand, ‘Too Hot’, as they take their first steps into a physical retail space.
Having already worked on concept designs for a potential retail unit, je+1 were responsible for the Design, Project Management and Installation of a pop up space within the prestigious Harvey Nichols, Knightsbridge.
As a business, Too Hot specialises in Iconic 80’s vintage clothing which reflect the Italian Paninaro sub-culture, selling brands such as Stone Island, CP Company, Best Company, Moncler, Armani and Moshino.
Too Hot has developed into a tightly edited online store which reflects the personal tastes and experiences of its founder, Ollie, who travels the world sourcing vintage pieces and collectors’ items from secret locations.
The brief required us to produce a concept which reflected the ‘urban’ nature of the brand with a digital element to showcase the fashion inspired film used by the brand online.
With strong ties to cultural magazines, such as ‘LAW’, the client requested that the space included somewhere for magazines and printed material to be displayed, providing customers with an opportunity to engage the sub-culture and providing Too Hot with an opportunity to further endorse the brand.
The space allocated was a challenge in itself, sitting across varied floor levels and surrounded by mirrored surfaces. The Pop-up also needed to be demount able for future opportunities.
In response to this we designed a concept in which the space is formed by free standing, industrial style/ scaffolding units from which garments are displayed, with OSB timber used to create shelving.
We created a feature wall, directed towards passers-by in other parts of the shop, on which projected video can be showcased, with display space below for the magazines and printed material.
To showcase special items, we designed a display unit with a motorised hanging feature to rotate the garment.
Playing on the positive/ negative, black and white colours of the Too Hot logo design, we decided to apply this logo (in a vinyl format) onto the mirrored wall surface, revealing mirror behind the cut out elements. This would not only reduce the amount of reflective surface but endorse the brand name. We also applied the logo to the floor (see opposite) and each of the display units.
Being a new brand on the high-street we needed to ensure the brand presence and identity came across clearly to customers, who may also become online customers for future purchases.