Icebreaker has historically connected its consumers to their sustainable New Zealand merino wool apparel brand through a series of globally-standardised wholesale shop-in-shops [SIS], known as ‘touchpoints’. Icebreaker and Double worked together to redefine how their brand and product story are experienced through a new flexible shop-in-shop design for their premium retail partners.
The difficulty of creating a physical representation of a brand through materials, form and function are always a challenge in retail. Icebreaker has deep roots in New Zealand and the care it shows to its wool farmers. These qualities and sense of environment were at the core of our brief, expressing the ‘wool shed’ and supporting the brand promise. Working with the teams in New Zealand, North America and Europe, we designed, tested and prototyped the new SIS concept to meet each region’s requirements.