Oxford St Foot Locker

 

 

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The Foot Locker Oxford St, London Flagship store needed a feminine refresh.

Women’s Foot Locker apparel wasn’t selling, it wasn’t cool, women weren’t inspired by the American male basketball image of Foot Locker. So came the idea to transform one floor of the Oxford Street London Flagship store into a fashion catwalk space. Our goal was to move Foot Locker Women’s apparel into a more fashion and lifestyle space. I worked with a production agency to find the right models and looks and used a social media inspired polaroid style in the visual merchandising. In collaboration with fellow designer Natalja Pomurane and studio manager Marc Salvador.

/ Concept
/ Planning & Production
/ Photoshoots & Photoshopping
/ Graphic Design
/ Print Production
/ May 2014

 

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The May 2014 Oxford Street refresh was a great success so we updated it for winter in October 2014!

Sales went up, the store was packed with cool chicks who instead of buying sweat pants would buy a singlet and match it with a blazer or buy some Nikes and wear a cute dress. The visual merchandising was such a hit that we were given a brief to roll it out to 8 flagship stores across 8 major European cities. Unfortunately I had to leave my role at Foot Locker and return to Australia before I could work on the next 8 stores.

/ Concept
/ Planning & Production
/ Photoshoots & Photoshopping
/ Graphic Design
/ Print Production
/ October 2014