Neville Brody overhauls Lilysportive women's clothing store

by Alex Donohue, Brand Republic 20-Jun-07, 10:10

LONDON - Neville Brody's Research Studios has redesigned the look of Lilysportive, the Parisian women's sports apparel retailer.

The flagship Lilysportive store, which is situated in the Val d'Europe shopping centre in Paris, encompasses 450 square metres of women's sports apparel, including clothing, trainers, handbags and accessories, and will open next week.

The agency developed and implemented the creative direction for the store, including the signage, corporate identity, display graphics and website.

Lilysportive, which was founded by Jacques Krauze and Marie-Jeanne Massias, the creators of Go Sport, targets 25- to 50-year-old women, with a mix of "feminine and fashionable" products.

Lionel Massias, director of Research Studio's Paris office, said the design the agency had chosen "is both feminine and fresh and has a clearly communicated visual language which sets it apart from the established look of existing retails sports outlets."

Earlier this month, Research Studios unveiled the new branding identity for London's Somerset House for the venue's corporate and social events programme.