Merrell opens Research Studio-designed French store

by Jacquie Bowser, Brand Republic 20-Nov-07, 15:30

LONDON - Neville Brody's Research Studios has created the store design for the first Merrell shop to be opened in France.

The US outdoor sportswear brand is launching Merrell Apparel, a range of outdoor contemporary style clothing, described as "modern outside", which the new store is intended to reflect.

The store combines materials, such as bleached oak, white lacquer and waxed cement floors to convey a feeling of modernity.

Its interior is organised around three sections separated by strong typographic signage and simply labelled "Kids" for children's shoes, "Outventure" for outdoor shoes and apparel and "Fusion" for urban shoes.

All three sections feature coloured walls and large-scale photographic details of Merrell products.

Lionel Massias, director of Research Studios Paris, said: "This project creates an entirely new vocabulary for outdoor sportswear brands. With its clean lines and modern interior it revolutionises the image that people have of outdoor sportswear retail."

Earlier this year in June, Research Studios created a new visual identity for the flagship Lilysportive store near Paris, which sells women's sports apparel.