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.
Location
Munich
Size
200 sq ft
Services
Design, Build & Installation, Project Management
Brief
Physically interpret the brand in a system that can roll-out across multiple locations.
Solution
Using modular design principles, and a sustainable approach to design, the resulting SIS kit can be re-formatted and laid out to fit almost any interior space given to the brand.
“We are excited to be working with Double on designing and building fixture programmes that are sustainable and easier to recycle at the end of their life.”
Denise Walker
Global Procurement Manager, Icebreaker.
Once the new design was complete Double were commissioned to run a pilot programme within Globetrotter, a German outdoor department store group. One of the key design features is the perimeter framework integrating merino wool looms, brand story and product, allowing customers to enter a fully immersive Icebreaker environment within a highly competitive multi brand space.
We are continuing to help Icebreaker by surveying, planning, procuring and managing the delivery and installation of this SIS design following the eight-store Globetrotter success.
So far, we have designed, planned and installed fifteen premium shop-in-shops throughout Germany and Switzerland. All site manufacture and installations are fully managed by Double with the added benefit of one day installs, reducing cost and complexity for Icebreaker.
The design principals have been taken up and localised in other Icebreaker regions to great success and sustained sales uplift has been strong across all new locations, building stronger customer and consumer loyalty.
