Brinkworth has unveiled their latest retail design project: the SOLE flagship store on London’s Oxford Street.
SOLE is an elevated sneaker concept specialising in high-end and performance footwear. Brinkworth leaned into the codes of luxury to design a clean, light and flexible space with an aspirational attitude. Inviting and unique, it’s SOLE’s launchpad and a platform for connection, hosting community gatherings and exclusive brand-led events.
SOLE is a new venture for Twinmar, the multi-brand shoe retailer behind Soletrader. For over 16 years Brinkworth has been working with this long-established third generation business delivering effective design solutions across the UK. With the SOLE store in Oxford Steet, Twinmar is stepping into the exclusive premium sneaker market. This highly competitive marketplace is one that Brinkworth is very familiar with – the global design company excels in delivering high-end streetwear fashion stores across the globe, with a deep understanding of the quality of the product and the production of the environment to elevate it.
According to Kevin Brennan, partner at Brinkworth, “Behaviour is key to the high-end sneaker market. Customers are smarter and expect respect when they drop their hard-earned cash on these pieces. A brand’s measure is not just in dimension of the offer but about time to evaluate their decisions within a space that lifts their experience. SOLE put its trust in Brinkworth’s design team to deliver intelligent, responsive design that supports a premium experience.”
The project started with a deep dive into the current premium sneaker marketplace. Brinkworth’s creative team workshopped a range of options with SOLE to arrive at a store design that skilfully expresses the brand and supports the company’s long-term goals. Brinkworth created a space that would flex with communications strategies, supporting 360° physical / digital launches and promotions.
The look and feel is warm luxury and light minimalism, with a restricted palette of natural materials, from Douglas fir to pepper pot granite, poured concrete, clay plaster, and stainless steel. A large format neon sign mounted to a Douglas fir double-facing window display, coupled with a restrained projecting sign, welcomes visitors to the store. The deep interior space is emphasised by long linear presentation to the perimeter.
Overall product display is very clean and clear, and not heavily merchandised, with space for the product to breathe. Intentional design promotes considered display decisions to avoid cluttering – for example the narrow, generously spaced shelves for standardised side presentation of the footwear. All shelves are illuminated to showcase the footwear. A bright ceiling and walls in a clay render finish open up the space.
The sharpness of the space’s perimeter is juxtaposed with grounded, mid-floor displays for creative merchandising and brand takeovers. The concept encourages exploration and provides a unique, hardworking, flexible display ecosystem.
The upper mezzanine level will be used as a dedicated launch space and playing host to brand takeovers, exclusive drops, and curated activations. This level is visible from the ground floor, with a staircase and open display inviting visitors into a lounge space with relaxed seating and a unique curved steel display wall.
The overall result is a store that is warm and inviting, with a pared-back aesthetic and relaxing atmosphere – in contrast to the outside hubbub of London’s main shopping street. The SOLE brand stays present and consistent while providing an elegant platform for exciting products and content from premium footwear and accessories brands.
Marcel Bordon of CEO of Twinmar said: “Brinkworth bring a unique perspective that is trained on the smallest design details and the broadest aspects of global brand-building. For SOLE they worked with us to arrive at exactly what we need: a beautiful, elevated space that is grounded in commercial sensibility, setting the tone for SOLE’s wider brand world. We look forward to using it as a platform for dynamic merchandising, and a place to welcome our customers in the heart of London.”
