Design celebrates handcrafted product
A new design for three recently remodeled Allen Edmonds stores by MG2 communicates the brand’s artisanal craftsmanship to devoted clients, as well as to a new generation that appreciates timeless quality despite living in an era of fast fashion. The stores, all completed in 2018, are at Rockefeller Center in New York, Michigan Avenue in Chicago, and South Coast Plaza in Costa Mesa, Calif. The locations range from 1,000 to 2,000 sq. ft.
“In a meeting early on with the Allen Edmonds team, we gained valuable insight into the brand’s retail pain points and, in response, were able to share how MG2’s design process could help evolve the brand’s in-store experience to appeal both to new, younger consumers as well as its devoted clientele,” says MG2 principal and retail market leader MJ Munsell.
The environment fuses industrial elements – a nod to the brand’s nearly century-old legacy – with modern details accenting the artisanal craftsmanship of the footwear. The design also weaves elements of Allen Edmond’s Port Washington, Wisc. factory through furnishings, finishes, and visual merchandising. The cross-merchandising of apparel and accessories showcases the versatility of Allen Edmonds’ footwear.