10th October 2017
European footwear and accessories brand CCC has introduced a new global identity and a new flagship store in Poland, both designed by Dalziel & Pow. The new store format is to be rolled out to further locations as branches are refurbished, and used for new larger stores.
The client called for a transformative kick-start, to help it move from being a trusted, international brand to being a truly global company. The changes seek to convey the brand’s core strengths of wide choice, strong value, on-trend styles, transparency and pride in quality.
Located in Lubin, Poland, the new 1,000 sq m (10,764 sq ft) flagship store offers an abundance of styles in an easy-to-shop space. It offers ‘Style Made Simple,’ with prominent displays of key looks that pairs shoes with bags and other accessories. A more ordered shop-in-shop layout allows intuitive navigation across all departments – for men, women, kids, sports and accessories ranges.
A fully-glazed frontage frames lightboxes and LED screens to engage passers-by.
Inside, a central walkway and a linear lighting feature draws customers through the store, with individual ‘rooms’ for each shop-in-shop department, each clearly defined and branded. Each department features end-of-run promotional tables, seating areas and cross-merchandised displays with accessories.
Large scale lifestyle photography is displayed around the store’s perimeter, with product shots acting as navigational beacons and highlighting price points. Packaging has been redesigned as part of the project, with simplified shoebox labels all using one, simple system across all brands.
The store features confident use of the CCC’s branding, including its signature orange colour, while brand storytelling is achieved through in-store messaging on the shopfront, cash desks, digital display walls, and through campaigns and promotions. The original CCC logo has been updated with simplified lettering.
A neutral colour palette is matched with concrete, timber and white finishes for a fresh and contemporary look.
CCC has a strong following in Eastern Europe, with 25-45 year old women – shopping for themselves and for family - being a key audience. The retailer hopes to extend this appeal to a younger audience with the new store format.
“The retail market is constantly changing and we have to invest in change to keep moving forward. This new CCC concept guarantees we are prepared for the future and gives us a platform for any developments the market might bring,” says CCC CEO Dariusz Milek.
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